COMPETITIVE STRATEGY ANALYSIS OF TELKOM FLEXI PRODUCT AT PT. TELEKOMUNIKASI INDONESIA REGIONAL DIVISION IV JATENG AND DIY

Abstract

In this more competitive market, a company must able to identify the environment of its copetition either internally or externally. It is aimed in order the company is able to survive in facing the force frome its competitors and keep moving dynamically in order to keep selling its product. The selling target which is not obtained is a problem for PT. Telkom and it is worried will threat the position of Telkom Flexi product in the competition of CDMA operator market especially in Central Java and DIY. So, it is needed an analysis to ward the market strategy used by PT. Telkom to sell Telkom Flexi product. The purpose of this research is to give alternative problem solving on the establishment of competitive strategy should be used by the company based on the objective conditition of the company. The instrument of analysis used is SWOT analysis pointed on the observation from the marketing point of view. From this analysis, it is Generated by Foxit PDF Creator © Foxit Software http://www.foxitsoftware.com For evaluation only. 2 hoped the strength and opportunity had by PT. Telkom are known to develop the Telkom Flexi product and to know the weaknesses and threatment must be handled to avoid the obstacles faced by PT. Telkom to run its business. Based on the result of the external and internal environment, it is known the position of PT. Telkom in the CDMA operation competition is as the market leader with the market leading up to 91% in Central Java and DIY. However, there are weaknesses must be overcome, especially on the few numbers of promotion program done and the high rate compared with its competitors. This program can be overcome by using promotion strategy alternative to increase the selling and the strategy of improvement service quality in order ti keep the loyality of the consuments.