ANALYSIS AND DEVELOPMENT OF NEW PRODUCT SALES THROUGH BUNDLING MARKETING STRATEGY

• Main Author: Rizky Yusri Akbar Berutu, M
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79165
• Institution: Institut Teknologi Bandung

In Indonesia, the satellite network provider Communication & Power Industries (CPI), which accommodates cellular operators, one of which is PT Tri Satkom. On the other hand, with the high opportunities and needs of the Indonesian market, PT Tri Satkom Mandiri has difficulty in finding new customers to increase their sales which results in the company's revenue target not being achieved.. Descriptive qualitative research methodology is used in this research using internal company information, this research identifies and analyzes through internal analysis which includes STP analysis and Marketing mix while for external includes Pestle analysis, Porters five force analysis, Competitor analysis and consumer analysis as well as root cause analysis to find out the root of the problems experienced using fishbone diagrams. There are 11 recommended solutions that can be implemented from this research, which include aspects of product, price, place, promotion, people, process and physical evidance of PT TSM. To produce recommendations & solutions using the TOWS Matrix approach where this is a summary of the results based on the 3 analyses that have previously been carried out. As a result, PT Tri Satkom Mandiri has a good foundation in terms of resources but is considered less adaptive to the times, which results in many clients not knowing PT TSM before.