Analisis pendekatan strategi keunggulan bersaing pada PT. Telekomunikasi Indonesia Tbk Divisi Consumer Services (DCS) Area Kediri

Anam, Huda Choirul (2012) Analisis pendekatan strategi keunggulan bersaing pada PT. Telekomunikasi Indonesia Tbk Divisi Consumer Services (DCS) Area Kediri. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Persaingan yang makin ketat diantara perusahaan telekomunikasi mengharuskan perusahaan dituntut agar mampu tetap bersaing jika tidak mau di gerus oleh perusahaan yang lain. PT Telekomunikasi Indonesia, Tbk Divisi Consumer Services (DCS) Area Kediri yang dalam hal ini adalah perusahaan yang bergerak dibidang telekomunikasi juga harus tetap bisa bertahan dalam bisnisnya. Tujuan dari penelitian ini adalah agar bisa diketahui bagaimana pelaksanaan strategi bersaing yang digunakan dengan mengacu pada konsep 5 force Analisys Porter.

Penelitian ini menggunakan metode kualitatif deskriptif. Data-data penelitian didapatkan dengan cara melakukan observasi langsung, wawancara, dan dokumentasi. Untuk memperoleh hasil yang maksimal, keabsahan data dikembangan dengan cara melakukan triangulasi.

Hasil dari penelitian didapatkan bahwa PT Telekomunikasi Indonesia, Tbk Divisi Consumer Services (DCS) Area Kediri berdasarkan teori dari 5 force Analisys yang di kemukakan oleh Michael Porter, didapatkan bahwa penerapan strategi bersaing menggunakan strategi cost leadership, differinsiasi, focus, inovasi, dan persekutuan. Khusus pada strategi perkembangan tidak dilakukan karena perusahaan terkendala sistem birokrasi. Cost Leadership dengan melakukan promosi bundling dan promosi gratis modem. Strategi diferensiasi dengan cara membuat produk-produk yang bermacam-macam yang disesuaikan dengan teknologi yang dimiliki oleh Telkom. Strategi diferensiasi dengan membuat produk-produk yang bermacam-macam yang disesuaikan dengan teknologi yang dimiliki oleh Telkom. Strategi focus dilakukan dengan hanya berfokus pada produk tertentu yang dalam hal ini adalah internet speedy. Strategi inovasi diterapkan dibagian pemasaran dan layanan di plasa telkom. Dan strategi persekutuan dilakukan dengan menggandeng perusahaan atau instansi lain baik swasta maupun negeri untuk menjadi mitra telkom.

ENGLISH:

An increasingly tight competition among telecommunications companies are required to be able to remain competitive if they did not in shear zones by another company. PT Telekomunikasi Indonesia, Tbk Division of Consumer Services (DCS) Kediri area which in this case is a company engaged in telecommunications also must be able to survive in the business. The purpose of this research is to be able to know how the implementation of competitive strategy is used with reference to the concept of Porter's five force analisys.

This research uses descriptive qualitative method. Research data obtained by direct observation, interviews, and documentation. To obtain maximum results, the validity of the data was developed by means of triangulation.

This research uses descriptive qualitative method. Research data obtained by direct observation, interviews, and documentation. To obtain maximum results, the validity of the data was developed by means of triangulation.

The results of this study indicated that PT Telekomunikasi Indonesia, Tbk Division of Consumer Services (DCS) Kediri area based on the theory of force 5 analisys which pointed by Michael Porter, found that the application of competitive strategy using strategies cost leadership, differentiation, focus, innovation, and fellowship. Special on development strategy is not done because the company is constrained bureaucratic system. Cost Leadership by "bundling promotion" and a free modem promotion. Differentiation strategy by making products assortment tailored to the technology owned by Telkom. Focus strategy is done by simply focusing on a particular product which in this case is "speedy internet". "Innovation strategy" applied "on the marketing" and "service in plasa telkom". And strategic alliances made by holding companies or other agencies, both private and state for mitra telkom.

Item Type: Thesis (Undergraduate)
Supervisor: Hasan, Irmayanti
Keywords: Keunggulan Bersaing; 5 Force Porter; Competitive Advantage; 5 Force Porter
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Departement: Fakultas Ekonomi > Jurusan Manajemen
Location: 150503
Depositing User: Ratih Novitasari
Date Deposited: 28 Sep 2015 02:57
Last Modified: 28 Sep 2015 02:57
URI: http://etheses.uin-malang.ac.id/id/eprint/2053

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