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Nowadays, cellular telecommunication industry in Indonesia had been growing rapidly with high teledensity. The enormous size of the market had cause many company to be interested to join this industry, whether it's a local or international ones. As the result, the competition in the industry ha...
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id-itb.:84942017-09-27T15:30:44Z#TITLE_ALTERNATIVE# FADILLAH KASIM (NIM 29106307), LUTHFI Indonesia Theses INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/8494 Nowadays, cellular telecommunication industry in Indonesia had been growing rapidly with high teledensity. The enormous size of the market had cause many company to be interested to join this industry, whether it's a local or international ones. As the result, the competition in the industry had increased, even started to move to price war.<p> <br /> <br /> <br /> <br /> <br /> While penetrating the market, in Indonesia and especially in Bandung, PT. XYZ faced a problem that made its activation growth target unattained. The problem is well defined already, which is PT. XYZ hadn't made segmentation yet. As the result, PT. XYZ couldn't offer a cellular telecommunication product that match with consumer's needs and wants. Based on the problem, this research is focused on segmentation of cellular telecommunication market in Bandung.<p> <br /> <br /> <br /> <br /> <br /> The research is conducted by using Post Hoc Segmentation method, using Cluster Analysis to grouping the consumers into segments which have similar characters. The clusters made based on variables that became reasons for consumers to choose their cellular telecommunication service provider in Bandung, which obtained through Focus Group Discussion (FGD) and in-depth interview. Before Cluster Analysis is conducted, a Factor Analysis is held to reduce the number of variables obtained from FGD and in-depth interview to make the research conductible.<p> <br /> <br /> <br /> <br /> <br /> As the result, cellular telecommunication market in Bandung could be grouped in to five segments, each identified as Pelanggan Setia, Asal Murah, Korban Iklan, Emosional Intensif, and Sosialista. With the knowledge of those segments, a marketing strategy could be constructed to be implemented in hope to increase activation growth for PT. XYZ. text |
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Nowadays, cellular telecommunication industry in Indonesia had been growing rapidly with high teledensity. The enormous size of the market had cause many company to be interested to join this industry, whether it's a local or international ones. As the result, the competition in the industry had increased, even started to move to price war.<p> <br />
<br />
<br />
<br />
<br />
While penetrating the market, in Indonesia and especially in Bandung, PT. XYZ faced a problem that made its activation growth target unattained. The problem is well defined already, which is PT. XYZ hadn't made segmentation yet. As the result, PT. XYZ couldn't offer a cellular telecommunication product that match with consumer's needs and wants. Based on the problem, this research is focused on segmentation of cellular telecommunication market in Bandung.<p> <br />
<br />
<br />
<br />
<br />
The research is conducted by using Post Hoc Segmentation method, using Cluster Analysis to grouping the consumers into segments which have similar characters. The clusters made based on variables that became reasons for consumers to choose their cellular telecommunication service provider in Bandung, which obtained through Focus Group Discussion (FGD) and in-depth interview. Before Cluster Analysis is conducted, a Factor Analysis is held to reduce the number of variables obtained from FGD and in-depth interview to make the research conductible.<p> <br />
<br />
<br />
<br />
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As the result, cellular telecommunication market in Bandung could be grouped in to five segments, each identified as Pelanggan Setia, Asal Murah, Korban Iklan, Emosional Intensif, and Sosialista. With the knowledge of those segments, a marketing strategy could be constructed to be implemented in hope to increase activation growth for PT. XYZ. |
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FADILLAH KASIM (NIM 29106307), LUTHFI |
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FADILLAH KASIM (NIM 29106307), LUTHFI #TITLE_ALTERNATIVE# |
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FADILLAH KASIM (NIM 29106307), LUTHFI |
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FADILLAH KASIM (NIM 29106307), LUTHFI |
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