PROPOSED MARKETING STRATEGY TO INCREASE PRODUCT SALES IN PT TELKOM INDONESIA WHOLESALE STRATEGIC DIVISION B2B COMPANY
Digital transformation can improve consumers' lives by providing new opportunities for business firms to create business value. The increasing trend of digitization and consumption of digital media platforms by global and domestic customers has led to a demand for higher bandwidth with high-...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/71285 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Digital transformation can improve consumers' lives by providing new
opportunities for business firms to create business value. The increasing trend of
digitization and consumption of digital media platforms by global and domestic
customers has led to a demand for higher bandwidth with high-speed connectivity.
This research takes the case of a B2B telecommunication company, namely Telkom
DWS division under PT Telkom Indonesia which plays a role and focuses on
carrying out wholesale business portfolio management activities. To achieve its
mission, Telkom DWS needs to define an appropriate and effective marketing
strategy to increase sales revenue for its wholesale business products. Based on the
study results, the marketing strategy of Telkom DWS as a division of PT Telkom
Indonesia is currently not strong enough to increase revenue from product sales.
Based on these problems, the researcher proposes a new marketing strategy on
offline and online channels intended to increase sales revenue for Telkom DWS
products for each segment equally. The first proposed strategy is to implement a
channel partnership program. This strategy aims to create more value for DWS
Telkom partners by rewarding partners with sales commissions for distributing their
products or services. The second strategy is digital marketing optimization. This
strategy is proposed to improve digital marketing campaigns on online channels by
optimizing digital marketing promotions to get more specific potential customers
for wholesale partners. The third strategy is the account manager's development.
This strategy is proposed to increase customer satisfaction, loyalty, and customer
retention by improving the quality of Account Managers. The qualitative
methodology will be used in this research.
The results of this research are expected to help Telkom DWS, as a
telecommunications company in the wholesale business, evaluate its marketing
strategy to increase product sales and contribute to supporting the sustainability of
the Telkom Group in the wholesale business.
|
|---|