PROPOSED MARKETING STRATEGY FOR PT DAYAMITRA TELEKOMUNIKASI (MITRATEL) BANDUNG AREA OF REGIONAL OFFICE WEST JAVA

• Main Author: Gusti Firnando, Hari
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67418
• Institution: Institut Teknologi Bandung

PT Dayamitra Telekomunikasi is engaged in the sector of telecommunication infrastructure provision. Almost of cellular operators in Indonesia have become Mitratel’s customers through the placement of Base Transceiver Station (BTS) devices in Mitratel’s towers such as PT Telekomunikasi Selular, PT XL Axiata Tbk, PT Indosat Tbk, PT Hutchison Tri Indonesia, PT Bakrie Telecom Tbk, PT Smartfren Telecom Tbk. And several companies and nontelecommunication institutions as strategic partners. PT Dayamitra Telekomunikasi Bandung area in Regional Office West Java, which is currently in terms of the tower number quite lower than the area in Mitratel Regional Office west java, and the tenant number is below Tasikmalaya, and Cirebon area. In Regional Office West Java, Mitratel has 3.414 towers, 5.527 tenants, and 1,62 tenancy ratios. This research will use a qualitative methodology to explore the complex problem that’s going on, collect data, analyze the existing condition, and consumer analysis. The first analysis is internal analysis, this research will focus on the company’s internal process and circumstances. The author also uses the Marketing Mix/7P framework to figure out the current marketing strategy in Mitratel in the Bandung area. The second analysis is an external analysis, where this analysis will focus on the major objectives to perceive the overall business conditions. The author uses some tools that will support external analysis namely PESTEL analysis, and Porter’s Five Forces analysis. In order to see the current competition in the tower industry, the author uses competitor analysis. In terms of determining the buying behavior process of current potential in the market, the author will use consumer analysis. There are three root cause analyses related to the problem of Mitratel Bandung area. First, it is related to the tower rental price, lack of potential towers, and the tight competition among tower provider companies in the Bandung area. There are proposed marketing activities for Mitratel Area Bandung in order to increase the number of towers and the number of the tenant (tenancy ratio) namely need to develop pricing strategies to provide flexibility for customers, Intensive promotion with operator telecommunication by using internal marketing communication namely email, websites, and office representatives at each regional office in west java, Discount for the new tenant, Hiring new sales or customer relationship, Employing an external team to assist the SITAC (site acquisition) process and mapping related to the location of the new site, Strengthen Mitratel positioning as a leading tower provider through the acquisition of massive towers that are owned by operators and tower companies, and Strengthen collocation for the existing site that will improve the tenancy ratio.