#TITLE_ALTERNATIVE#

• Main Author: ANETTE WIYANTI SURYADI (NIM 29106412), OLDIE
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/8887
• Institution: Institut Teknologi Bandung

In today’s business environment, telecommunication industry has shown its promising potential year by year. As the population growth, the number of cellular subscribers is also increasing. PT Telkom, tbk as the pioneer of Fixed Wireless Access telephony services by using Code Division Multiple Access technique, must deal with the main business issue of their product, Flexi Trendy, which is not focus in the term of Segmeting-Targetting-Positioning (STP) and the asynchronous implementation in the marketing mix strategy, which affect products market share, to be more profitable for the company.<p> <br /> <br /> <br /> <br /> <br /> Telkom Flexi Trendy delivers main services such as voice, Short Messaging Service, Flexi Combo, Flexi PDN, Flexi Tone, RBT, Flexi Milis, and other features which will make its users easier to communicate with each others. The problems correlated with the marketing strategy are solved by comprehensively reinvent the product, using internal data analysis such as SWOT Analysis, Product Life Cycle (PLC), Porter Five Forces Industry Analysis, STP, marketing mix and also external data analysis such as TOWS analysis, STP, marketing mix, and consumer analysis.<p> <br /> <br /> <br /> <br /> <br /> The final project focused on the proposal of marketing strategies which will be implemented on the product, based on the result of depth interview and company's internal data. The fact was also revealed that the existing STP and marketing mix cannot be implemented effectively. And the Flexi Trendy’s reinvention program implementation was based on data gathered from depth interview and company's internal data. The result of the research was the proposal of the new STP and Marketing Mix which can be implemented by the company to increase the growth of Flexi Trendy's market share. The implementation program started by re-develop Flexi Trendy into 3 brand portfolios: New Flexi Trendy, Flexi Gaul, and Flexi Gesit. The implementation continued with the new proposal of STP strategies and marketing mix, supported with various communication activities, to ensure that the product will fit the market needs.