EVALUASI STRATEGI BERSAING PT. TELKOMSEL DALAM MEMPERTAHANKAN POSISI MARKET LEADER

Abstract

The study aims to evaluate the competing strategy opted by PT Telkomsel in the midst of the fierce competition in telecommunication industry marked by inter-operator tariff war in penetrating new business apart from its core business, which are voice calls and short text messages. The analysis methods used in this research include the company�s internal-external analysis, SWOT analysis, and selection of best fitted strategy. The company�s characteristic highlighted in this study are the market share and the industry growth, the widened range of rivals' competitiveness, the required investment for new business compared with the value of economies of scale, supported by the cellular industry growth rate, the limited number of strong competitors, technological change, and the opportunities for the company perform vertical integration. From Porter�s 5-Forces analysis, it can be concluded that the the strongest intensity level is in the intensity of industry competition and bargaining power of buyers, while the threat of entry of newcomers and power suppliers are at the lowest intensity level.Key success factorin the writing of this thesis includes the fulfillment of basic five parameters of cellular users in Indonesia, namely: wide range of network deployment, deliver quality network supported by the latest technology, product innovation and service, customer service standards of the ISO international quality, and reasonable rates A suggestion from the analysis is the requirement fro the telecommunication company to undergo a business transformation, ie to data services and internet business. This has been initiated by Telkomsel as the market leader in the Indonesian telecommunication industry. Telkomsel is preparing to enter into a new business, the data services and Internet business. The percentage of the new business contribution to total business has increased. In 2010 the percentage was 7%, in 2011 became 13%. This shows thatTelkomsel has transformed its business properly, because it has more than doubled from the previous year