•  
  •  
 

Abstract

This study's purpose is to analyze the marketing efforts of Teng-Go Package by Axis. In this study, the method used is a qualitative approach with literature reviews regarding the related topics and external analysis using several analytical frameworks. The analysis frameworks carried out in this article consists of three broad sectors, which are Company Analysis with Marketing Mix and SWOT Analysis, Customer Analysis with STP Analysis, and External Analysis with Porter’s Five Forces, and Competitive Landscape Analysis. The output of this article shows that the marketing efforts undertaken by Axis for the Teng-Go Package have gone quite well and are in line with the target market. Recommended additional marketing strategies that can be implemented are brand ambassadors which aim to attract a wider market.

Bahasa Abstract

Tujuan penelitian ini adalah untuk menganalisis upaya pemasaran Paket Teng-Go Axis. Dalam penelitian ini, metode yang digunakan adalah pendekatan kualitatif dengan tinjauan literatur mengenai topik terkait, serta analisis eksternal dengan menggunakan beberapa kerangka analisis. Kerangka analisis yang dilakukan dalam artikel ini terdiri dari tiga sektor besar, yaitu Analisis Perusahaan dengan Analisis Marketing Mix dan SWOT, Analisis Pelanggan dengan Analisis STP, dan Analisis Eksternal dengan Porter’s Five Forces, dan Competitive Landscape. Luaran artikel ini menunjukkan bahwa marketing efforts yang dilakukan Axis untuk Paket Teng-Go telah berjalan cukup baik dan sesuai dengan target pasar. Rekomendasi strategi pemasaran tambahan yang dapat dilakukan yaitu brand ambassador yang bertujuan untuk menggaet pasar yang lebih luas.

References

Dharmmesta, B. S., & Handoko, T. H. (2000). Manajemen Pemasaran: Analisa Perilaku Konsumen (1st ed.). Yogyakarta, BPFE.

Goggin, G., & Hjorth, L. (Eds.). (2016). The Routledge Companion to Mobile Media. Routledge.

Jurriëns, E., & Tapsell, R. (Eds.). (2017). Digital Indonesia: Connectivity and Divergence. ISEAS-Yusof Ishak Institute.

Keropyan, A., & Gil-Lafuente, A. M. (2023, November 5). Customer loyalty programs to sustain consumer fidelity in mobile telecommunication market. Expert Systems with Applications. Retrieved December 15, 2023, from https://www.sciencedirect.com/science/article/abs/pii/S0957417412005921

Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing Management. Pearson.

Lenard, T. E. (2022). The Economics of Customized Data Packages. Telecommunications Policy.

Lim, S. S. (Ed.). (2016). Mobile Communication and the Family. Springer Netherlands.

Maness, T. J.W., & Meyer, D. R. (2019). A Survey on the Economics of Mobile Data Pricing. The Journal of Industrial Economics.

McCarthy, E. J., & Perreault, W. D. (1987). Basic Marketing: A Managerial Approach. Irwin.

Nagy, J. (2018). The Role and Impact of Industry 4.0 and the Internet of Things on the Business Strategy of the Value Chain—The Case of Hungary. MDPI. Retrieved December 3, 2023, from https://www.mdpi.com/2071-1050/10/10/3491

Permana, A. V., Purnomo, A., & Sajono, H. (2023). Procedia Computer Science. The Utilization of Mobile Communication on Marketing: A Systematic Review.

Pinto, L., & Cavique, L. (2022). Procedia Computer Science. Marketing Mix and New Product Diffusion Models, 204. https://www.sciencedirect.com/science/article/pii/S1877050922008456

Porter, M. E. (1980). Competitive strategy : techniques for analyzing industries and competitors. Free Press.

Rahimi, F. (2019, August 2). The Role of Telecommunication Marketing Strategies for Attracting Young Customers Case Study: Afghanistan Telecom Companies. Search eLibrary :: SSRN. Retrieved December 11, 2023, from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3428097

Zhang, X., Zhang, Y., & Zhang, X. (2020). The Impact of Customized Data Packages on Mobile Data Usage. IEEE Transactions on Wireless Communications.

Download

Share

COinS