STRATEGI PEMASARAN DAN DAYA SAING PT. TELEKOMUNIKASI SELULER

Abstract

The title of the study is "Marketing Strategy and Competitiveness PT.
Telekomunikasi Selluler (Telkomsel) Denpasar Bali". The purpose of this study was to
determine management strategies PT. Telekomunikasi Selluler (Telkomsel) face the
opportunities, threats, strengths and weaknesses in marketing their products and the right
of marketing strategy for PT. Telekomunikasi Selluler (Telkomsel) to face competition,
with analysis of the IE Matrix (Internal External) and a SWOT analysis of the strengths
(strengths), weakness (weakness), opportunities (opportunities), threats (threats) at PT.
Telekomunikasi Selluler (Telkomsel) Denpasar Bali.
The research method used is descriptive qualitative research method of analysis, SWOT
Matrix, IFAS Matrix (Internal Factors Analysis Summary) and EFAS Matrix (External
Factors Analysis Summary).
The results were analyzed using matrix after IE indicates that the current PT.
Cellular Telecommunications (Telkomsel) Denpasar Bali, can harvest or divestment
strategy. Using a SWOT matrix shows the right strategy for Telkomsel is the strategy SO
(Strengths Opportunities), which utilize all the power to seize and exploit opportunities as
much as possible. Marketing strategy implemented by Telkomsel Denpasar Bali is
correctly by using STP strategy (Segmenting, Targeting, Positioning) and 7P marketing
mix (Product, Price, Promotion, Place, People, Process and Physical Evidence).

Keywords: SWOT Analysis, Analysis of IE, Management Strategy, Marketing Strategy