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

Haritz Ghozi Ziadie (), Meilita Tryana Sembiring and Beby Karina Fauzeea Sembiring
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Haritz Ghozi Ziadie: Universitas Sumatera Utara
Meilita Tryana Sembiring: Universitas Sumatera Utara
Beby Karina Fauzeea Sembiring: Universitas Sumatera Utara

A chapter in Proceedings of the 19th International Symposium on Management (INSYMA 2022), 2023, pp 930-936 from Springer

Abstract: 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.

Keywords: marketing mix; 4Ps; SWOT analysis (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-008-4_116

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