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ANALISIS POSITIONING PRODUK X UNTUK MENINGKATKAN PANGSA PASAR DI WILAYAH JAWA BARAT

POSITIONING ANALYSIS OF X PRODUCT IN ORDER TO INCREASE THE MARKET SHARE IN WEST JAVA

Master Theses from JBPTITBPP / 2017-09-27 15:30:46
Oleh : GANESTRY APRILIA PUSPANDARI (NIM: 29106392) , S2 - Business Administration
Dibuat : 2008, dengan 5 file

Keyword : Positioning, Operator CDMA, X Product Trendy

Sembilan tahun lalu, industri telekomunikasi Indonesia mulai berkompetisi. Sejak diberlakukan Undang-Undang No. 36/1999 PT XYZ dan PT FGH bukanlah satu-satunya penyedia jasa telekomunikasi di Indonesia. Akibatnya pasar dari industry komunikasi Indonesia lebih tertarik kepada penawaran telepon yang bisa dibawa-bawa. Oleh karena itu, PT XYZ dengan ijin Fixed Wireless Access (FWA) membuat produk berteknologi Code Division Multiple Access (CDMA) yang dinamakan Produk X.

Tahun 2005 Produk X yang merupakan leader dan pioneer diantara operator CDMA dengan license FWA, mulai mengalami penurunan market share. Bahkan di wilayah Jawa Barat market share Produk X saat ini hanya 32,2 % dibandingkan dengan Produk R 66,60% dan Produk S 1,2%. Penurunan tersebut menandakan bahwa beberapa pelanggan Produk X berpindah ke Produk R ataupun Produk S. Hal ini terlihat dari data 64% pelanggan di Bandung pernah melakukan perpindahan operator pada tahun 2007.

Produk X memposisikan dirinya sebagai leadership yang hemat, tidak akalakalan dan memiliki jangkauan yang luas. Posisi yang ditawarkan tersebut dianggap suatu added value yang diunggulkan dari Produk X. Bahkan Produk X di akhir 2008 merencanakan untuk keluar dari fenomena price war dengan mengoptimalkan added value-nya. Oleh karena itu, penelitian ini ingin menganalisis positioning Produk X dengan menggunakan Methods for Assesing Positioning Effectiveness berdasarkan pada pendapat Cravens & Piercy (2006). Analisis ini ditinjau dari Bauran Pemasaran Jasa yang sudah dikeluarkan selama Kuartal I. Selain itu dilakukan juga analisis terhadap kompetitor dan pelanggan. Sehingga tidak hanya efektifitas dari positioning saja yang akan terjawab, namun akan diteliti juga atribut yang sebaiknya diperbaiki beserta faktor apa yang paling dipentingkan oleh pelanggan dalam mempersepsikan operator CDMA.

Analisis yang sudah dilakukan menunjukan bahwa Produk X masih lemah dalam hal layanan dan pelayanan. Padahal kedua faktor tersebut merupakan faktor utama yang dipersepsikan paling penting oleh pelanggan. Sehingga pada penelitian ini diberikan solusi positioning yang seharusnya ditawarkan beserta program-program pendukungnya. Kemudian diberikan juga rekomendasi terhadap atribut yang sebaiknya diperbaiki lagi karena masih belum dipersepsikan baik oleh pelanggannya.

Deskripsi Alternatif :

In the last nine years, the Indonesian telecommunications industry began to be competing. Since Undang-Undang 'o. 36/1999 were valid, PT XYZ and PT FGH not the only telecommunications service provider in Indonesia. As a result, the market of the Indonesian communication industry was more interested in mobile phone than fixed phone. Therefore, PT XYZ with Fixed Wireless Access (FWA) license, has made a product with Code Division Multiple Access (CDMA) technology. The brand of product was named X Product.

X Product was leader and pioneer around the CDMA operator with FWA license. But in 2005, the market share of X Product was declining. Moreover in the West Java area, the market share of Fexi at this time only 32.2 % compared with R Product 66,60% and S Product 1.2%. The decline indicated that several customers X Product moved to R Product or S Product. This was seen by the data, that 64% the customer in Bandung had moved to the other operator during 2007.

Product X positioned itself as leadership that was frugal, not pretend and had wide coverage. The acquaintance position was considered as the differentiation of uniqueness added value from X Product. Moreover on the end of 2008, TelkomX Product has planned to leave the price war phenomenon. X Product also has planned to maximised its added value. Therefore, this research would analyzed X Product's positioning by using "Methods for Assesing Positioning Effectiveness". The methods were based on the opinion of Cravens & Piercy (2006). The analysis was observed from The Service of Marketing Mix that has been implemented along the first quarter of a year. Then, the analysis also was done by survey of competitor and customer. So that, not only the effectiveness from positioning that will be answered, but this research will be researched the attribute that should be improved, and also the most important factor which has perceived by customer from a CDMA provider.

The analysis has showed that X Product still has some weakness in services. In fact, the services were the most important perception factor by customer. Finally, the research would given the positioning solutions and the supporting programs that ought to be offered. Then, this research also would given some recommendations towards the attributes that should be improved. Those should be improved caused by many customers still dissapointed with the performance of X Product.


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