ANALISIS STRATEGI PT. TELKOMSEL SEBAGAI SEBAGAI PEMIMPIN PASAR TELEKOMUNIKASI SELULER DI INDONESIA PERIODE 2005-2009
Telecommunication industry in Indonesia continues to expand significantly with a strong level of growth in term of subscribers and market size. The necessity for affordable, high-quality means of communication for people all over the country has made wireless telecommunication to become one of many...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
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[Yogyakarta] : Universitas Gadjah Mada
2012
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| Online Access: | https://repository.ugm.ac.id/98776/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=54994 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | Telecommunication industry in Indonesia continues to expand significantly with a strong level of growth in term of subscribers and market size. The necessity for affordable, high-quality means of communication for people all over the country has made wireless telecommunication to become one of many fundamental needs in daily life of the people. However, the profitability and rapid growth of the market size has created such strong interest for new mobile operators to join the wireless telecommunications industry. PT. Telkomsel as a market leader needs to reconsider its asset management, technological capability, and operational strategy, in order to maintain its leadership in the market.
The analysis of wireless telecommunications industry in Indonesia shows some opportunities that may be utilized by PT. Telkomsel, such as ample demand for wireless services in rural areas, economy on track to growth in a stable manner, and low penetration rate of mobile users. Threats that may arise from the industry include more competitive mobile market with focus on low tariffs, geographical nature of Indonesia, and government regulation aiming at ensuring fair competition in wireless telecommunication industry.
Key success factors in the industry are identified with the most important ones being wide network coverage, innovative products and services, large subscriber base, and effective marketing strategy. Based on the insights acquired from the study and analysis, it is recommended that PT. Telkomsel considers competitive strategies such as improving network coverage in order to acquire new market of mobile users, improving quality of network and service to customers, devising effective marketing and pricing strategy, providing new, innovative products, and keeping the cost of operating the infrastructure efficient. |
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