PROPOSED BUSINESS STRATEGY FOR PT REVCOMM APAC INDONESIA AS AN AI TELEPHONE SYSTEM PROVIDER

• Main Author: Devi Maharani, Mirza
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77941
• Institution: Institut Teknologi Bandung

RevComm introduced MiiTel, an AI Telephone System, in October 2021, targeting the Indonesian market and focusing on organizations with high call volumes. MiiTel aims to provide cost-saving and flexible VoIP solutions, offering businesses the opportunity to enhance call performance and reduce costs. This market entry represents expansion for MiiTel, presenting avenues for acquiring new customers. The monthly recurring revenue (MRR) or RevComm experienced fluctuations from January to May 2022.However, sales declined notably in October 2022, and the MRR continued to fluctuate until February 2023. During this period, RevComm faced customer churn, resulting in a significant loss of MRR, particularly from December 2022 to February 2023. Qualitative research methods were employed for this study, including interviews and observation. Primary data was gathered through these methods, while secondary data was collected from various sources such as internal company data, public record, books, journals, reports, and publications. Using this data, this research used various frameworks to explain the internal and external analysis of the company's business situation. The external analysis was carried out utilizing frameworks such as PESTEL analysis, Five Forces Model, and Competitor Analysis. On the other hand, the internal analysis employed models such as STP model, Marketing Mix 7P, V RIO framework, Value Chain Analysis, and Business Model Canvas. The purpose of this research is to analyze the internal and external conditions of RevComm and propose an appropriate strategy. The suggested strategies developed by using the Strategy Diamond Model in accordance with the SWOT analysis.