Formulasi strategi subsidi Voip PT Telekomunikasi Indonesia Tbk

SETIAWAN, Rudi, Dr. Harsono, M.Sc

2004 | Tesis | Magister Manajemen

Akhir-akhir ini, persaingan bisnis jasa telepon jarak jauh domestik dan internasional semakin ketat karena munculnya internet teleponi, yaitu bentuk komunikasi telepon publik hemat biaya dengan menggunakan transmisi suara melalui jaringan internet atau VoIP (Voice over Internet Protocol). Penelitian ini bertujuan untuk menganalisis lingkungan bisnis internal dan eksternal, mengevaluasi strategi bisnis yang telah diterapkan, dan merumuskan strategi bisnis alternatif Subdiv VoIP PT Telekomunikasi Indonesia Tbk. dalam persaingan bisnis jasa internet teleponi di Indonesia. Penelitian ini menggunakan metode analisis kualitatif dan deskriptif, melalui observasi, wawancara, dan studi pustaka. Yang menjadi subyek penelitian adalah Subdivisi VoIP PT Telekomunikasi Indonesia Tbk. Lingkungan eksternal bisnis dianalisis dengan analisis lingkungan bisnis umum (yaitu lingkungan politik, hukum, ekonomi, teknologi, dan demografi sosial budaya), analisis competitive forces Porter, analisis driving forces, dan analisis key success factors. Lingkungan internal bisnis dianalisis dengan analisis value chain. Hasil analisis lingkungan eksternal dan internal bisnis tersebut digabungkan dalam matriks SWOT sebagai bahan dasar untuk menyusun strategi alternatif perusahaan. Penelitian menunjukkan bahwa untuk memenangkan persaingan, Subdiv VoIP PT Telekomunikasi Indonesia Tbk. dapat menerapkan strategi diferensiasi dengan cara memperluas cakupan layanan, menerapkan promosi yang agresif, mempertahankan kualitas dan keunikan layanan, menambah jumlah agen atau outlet, menciptakan layanan customer care yang responsif, mengembangkan pelatihan untuk meningkatkan technological know-how karyawan, meningkatkan kerjasama dengan wartel, mitra distributor, atau organisasi bisnis terkait lainnya, serta mengembangkan strategi outsourcing.

Recently, the competition of domestic and international long distance telephone service business become harder and harder because of the emergence of internet telephony which is a low-cost public telephone communication that using voice transmission over the internet network or VoIP (Voice over Internet Protocol). The purposes of this research are analysing the internal and external business environment of VoIP Subdivision of PT Telekomunikasi Indonesia Tbk., evaluating its current business strategies, and formulating its alternative business strategies in facing the internet telephony service business competition in Indonesia. The research uses qualitative and descriptive analysis methods, by observations, interviews, and literary studies. The subject of the research is VoIP Subdivision of PT Telekomunikasi Indonesia Tbk. The external business environment is analysed by general business environment analysis (such as political, economical, law, technological, demographic, and social cultural analysis), Porter’s competitive forces analysis, driving forces analysis, and key success factors analysis. The internal business environment analysis is analysed by value chain analysis. The result of both external and internal analysis are combined into SWOT analysis as basic substances for formulating the alternative strategies of the company. The research shows that to win the competition, VoIP Subdivision of PT Telekomunikasi Indonesia Tbk. should apply differentiation strategy by broadening their coverage of service, applying aggressive promotion, maintaining their quality and uniqueness of service, adding the number of outlets or agencies, developing responsive customer care service, developing employee training to improve their technological know-how, improving cooperation with wartels, distributor partners, or other related organizations, and developing outsourcing strategy.

Kata Kunci : Manajemen Strategi, Formulasi, Telekomunikasi, internet telephony, VoIP, business strategy, Telkom.