Analisis strategi pemasaran b2b dalam menghadapi industri infrastruktur telekomunikasi di era konektivitas (studi kasus comba telecom Indonesia)

Amrillah, Tubagus Hermawan (2018) Analisis strategi pemasaran b2b dalam menghadapi industri infrastruktur telekomunikasi di era konektivitas (studi kasus comba telecom Indonesia). Masters thesis, Universitas Pelita Harapan.

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Abstract

The success of a company to win the competition is determined by its marketing strategy. The individuality of customer characteristics that often called "modern buyer" make the company think hard to find the best marketing strategy to win the market. The lack of resources owned makes the company hasn’t had a chance to perform an analysis of the complete implementation and evaluation of its marketing strategy. This research aims to analyze the competitiveness of company against competitors, how the company's understanding of buyer involvement in the buying process, and how to overcome the gap that occurs between direct and indirect sales in order to trigger sales growth. Based on the research findings, it can be concluded that developing a product that suits the local operators needs becomes the main point for the company to improve its competitiveness. Developing the right marketing content can attract customers' attention and improve their interaction with the created content. Furthermore, aligning the program and the company's needs with the partner (channel alignment) becomes the key to drive company's sales growth. / Keberhasilan suatu perusahaan dalam memenangkan persaingan ditentukan oleh strategi pemasaran (marketing strategy) yang dilakukannya. Uniknya karakteristik pelanggan yang kerap disebut “modern buyer” membuat perusahaan berpikir keras dalam mencari strategi pemasaran yang terbaik untuk memenangkan pasar. Kurangnya sumber daya yang dimiliki membuat perusahan belum memiliki kesempatan untuk melakukan analisa terhadap implementasi yang lengkap serta evaluasi mengenai strategi pemasarannya. Penelitian ini bertujuan untuk menganalisa mengenai daya saing (competitiveness) perusahaan terhadap kompetitor, bagaimana pemahaman perusahaan terhadap keterlibatan pembeli dalam proses pembelian, serta bagaimana mengatasi kesenjangan yang terjadi antara penjualan langsung dan tidak langsung agar dapat memicu pertumbuhan penjualan. Berdasarkan temuan penelitian, dapat disimpulkan bahwa mengembangkan produk yang sesuai dengan kebutuhan operator lokal menjadi poin utama bagi perusahaan untuk meningkatkan daya saingnya. Mengembangkan konten pemasaran (marketing content) yang tepat dapat menarik perhatian pelanggan dan memperbaiki interaksinya dengan konten yang dibuat. Selanjutnya, menyelaraskan program dan kebutuhan perusahaan dengan partner (channel alignment) menjadi kunci untuk memicu pertumbuhan penjualan perusahaan.

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