PROPOSED MARKETING STRATEGY TO INCREASE PRODUCT SALES IN PT TELKOM INDONESIA WHOLESALE STRATEGIC DIVISION B2B COMPANY

• Main Author: Adelia Monesi, Leony
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71285
• Institution: Institut Teknologi Bandung

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.