IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-008-4_116.html

Marketing Mix Strategy Using SWOT Analysis to Increase Market Share in PT Smartfren Telecom Tbk North Sumatera Area

In: Proceedings of the 19th International Symposium on Management (INSYMA 2022)

Author

Listed:
  • Haritz Ghozi Ziadie

    (Universitas Sumatera Utara)

  • Meilita Tryana Sembiring

    (Universitas Sumatera Utara)

  • Beby Karina Fauzeea Sembiring

    (Universitas Sumatera Utara)

Abstract

The need for communication technology, especially internet data services, cannot be separated from people’s lives. Almost all people now have internet data services to meet their internet access needs. However, the public is faced with many choices of internet data services offered by cellular network operators, one of which is Smartfren. PT Smartfren Telecom, Tbk, provides a wide selection of attractive data services and adapts to the needs of the community in order to increase the number of new customers and retain old customers. PT Smartfren Telecom, Tbk uses a 4P marketing mix strategy (Product, Price, People, Promotion) to increase and retain its customers. However, Smartfren is still inferior to other provider competitors, where Telkomsel has a market share value of 49.47%, XL 29.79%, Tri 16.49%, Indosat 10.64%, and Smartfren 5.85%. This shows that although there is a growth in customers every year, the market share (users) is still lagging behind other competitors. This study aims to increase market share using SWOT analysis. This study applied the 4P marketing mix theory and SWOT analysis to examine the issues raised. Data were collected by conducting interviews and direct observation. The results of this research will later show a marketing strategy to increase and retain the number of Smartfren customers.

Suggested Citation

  • Haritz Ghozi Ziadie & Meilita Tryana Sembiring & Beby Karina Fauzeea Sembiring, 2023. "Marketing Mix Strategy Using SWOT Analysis to Increase Market Share in PT Smartfren Telecom Tbk North Sumatera Area," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 19th International Symposium on Management (INSYMA 2022), pages 930-936, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-008-4_116
    DOI: 10.2991/978-94-6463-008-4_116
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-008-4_116. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.