Marketing strategy analysis of Mentari card at PT Satelindo Indonesia

PUTRA, Satrya Gautama, Drs. Gunawan Adisaputro, MBA

2002 | Tesis | Magister Manajemen

During economic crisis in Indonesia cellular telecommunication industry can still stand in the market in fact the growth in this industry is very fast. With the amount of tI1e siibscribers almost close to fixed phone subscribers it can be tell that this industry is very promising. This is inspired by pre paid card in the market where the users don't have to register first and pay monthly fee. PT Satelindo as one of cellular operators and pioneer in GSM technology has sought this opportunity and dominated 30% of the market.. It is very interesting to be watch that PT Satelindo as a pioneer in this industry should become market leader in this industry. On the contrary PT Satelindo is market challenger and only dominates 30% of the market. The executing of the previous strategy was done properly but it didn't give a big impact to the sales performance. In addition the board of management believed that the company should develop the more appropriate strategy. The writer used the tools to analyze previous marketing strategy, current marketing strategy and appropriate future marketing strategy with SWOT Analysis, strategic group mapping and strategy analysis by Subhas C Jain. The SWOT analysis contributes to seek the external and internal condition from the company and determine for future iiiarketiiig strategy. Strategic group mapping contributes to indicate the position of the company in the industry. And strategic analysis by Subhas C Jain contributes to analyze the current marketing strategy. These tools can be formulated into the score and mapped on the SWOT matrix, supposedly to decide the most appropriate strategy for the company. Based on this strategy, hopefully PT Satelindo can evaluate the current marketing strategy and can dominate the market in the future.

Kata Kunci : Strategi Pemasaran,Analisis,Kartu Mentari, marketing strategy, strategic group mapping, SWOT analysis