STRATEGI BERSAING TELKOMSEL DALAM KOMPETISI DI PASAR RITEL TRADISIONAL

MUHAMMAD AL FARISA, Bambang Riyanto L.S, Prof., Dr., MBA., Ak., CA

2022 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Dalam menghadapi tantangan untuk menjaga pertumbuhan pendapatan dan eksistensi perusahaan, para pemain di industri telekomunikasi perlu mencari sumber pendapatan baru dengan tetap menguatkan bisnis eksisting. Pasar ritel tradisional khususnya di Indonesia merupakan segmen yang memiliki potensi besar untuk melakukan dua hal ini sekaligus. Dengan jumlah pelanggan dan reseller yang besar dan tersebar di seluruh daerah di Indonesia, Telkomsel juga turut bersaing dalam bidang ini. Adanya tantangan dari peningkatan persaingan dan kondisi pandemi covid-19 menjadikan Telkomsel perlu mengevaluasi strategi bisnisnya di ritel tradisional. Dengan analisis menyeluruh terhadap faktor-faktor eksternal dan internal Telkomsel di bisnis ritel tradisional, yang dilakukan dengan pendekatan analisis five forces, key success factor, dan driving forces untuk kondisi eksternal, serta analisis terhadap sumber daya ���¢�¯�¿�½�¯�¿�½ kapabilitas dan analisis rantai nilai untuk kondisi internal, yang di didapatkan dengan proses interview dan observasi, kondisi bisnis ritel tradisional saat ini memiliki daya tarik di level menengah. Analisis terhadap driving forces dan key success factor juga menunjukkan bahwa sejauh ini faktor-faktor yang mempengaruhi dapat diakomodir dengan kekuatan Telkomsel yang berasal dari sumber daya yang dimiliki seperti teknologi dan model bisnis, kapabilitas seperti kemampuan pengadaan transaksi non denom, serta aktivitas Telkomsel di bidang ritel tradisional yang banyak berkaitan dengan pengelolaan kerja sama dengan mitra. Strategi bersaing utama Telkomsel saat ini sudah sesuai dengan analisis matriks daya tarik industri - kekuatan bisnis. Namun butuh memberi fokus juga kepada bisnis di segmen lainnya yaitu ritel modern dalam mengembangkan bisnis di cakupan yang lebih luas lagi

In order to keep its business relevancy toward shift in customer's lifestyle while keeping growth of revenue stream and its existence, players in telecommunication industry are in need to search for new revenue stream on one hand and keeping their current business strong on the other hand. Traditional retail market, especially in Indonesia is a market segment which hold a huge potency to do both things at the same time. With huge number of customers and resellers in all around Indonesia, Telkomsel also competing on this field. With some challenges from the raising of competition and situation of covid-19 in Indonesia, it is time for Telkomsel to re-evaluate its business strategy in traditional retail field. With a holistic analysis of Telkomsel's business in traditional retail using numbers of analytical frameworks which are five forces analysis, key success factors, and driving forces for external factors, also resource-capabilities and value chain analysis for internal factors gathered from interviews and observations, it can be known that condition in traditional retail currently has medium level attractiveness. Analysis toward driving forces and key success factor also shows that by this far, the related forces and factors are on controlled by strength owned by Telkomsel, which come from its resources such as technology and bisnis model, its capabilities such as the ability to develop non-denom transaction, and also from its activities in traditional retail business which hold many activities with third parties. Telkomsel's current main strategies are already inline with matrix industry attractiveness - business strength analysis. But in other hand, Telkomsel also need to give focus toward business on other segments which is modern retail, in order to develop its business coverage wider

Kata Kunci : Kata kunci: Bisnis ritel tradisional, analisis eksternal, analisis internal, strategi bisnis - Key words: Traditional retail business, External analysis, internal analysis, business strategy