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

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

Authors
Haritz Ghozi Ziadie1, *, Meilita Tryana Sembiring1, Beby Karina Fauzeea Sembiring1
1Universitas Sumatera Utara, Medan, Indonesia
*Corresponding author. Email: haritzghozi@gmail.com
Corresponding Author
Haritz Ghozi Ziadie
Available Online 5 December 2022.
DOI
10.2991/978-94-6463-008-4_116How to use a DOI?
Keywords
marketing mix; 4Ps; SWOT analysis
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 19th International Symposium on Management (INSYMA 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
5 December 2022
ISBN
978-94-6463-008-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-008-4_116How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Haritz Ghozi Ziadie
AU  - Meilita Tryana Sembiring
AU  - Beby Karina Fauzeea Sembiring
PY  - 2022
DA  - 2022/12/05
TI  - Marketing Mix Strategy Using SWOT Analysis to Increase Market Share in PT Smartfren Telecom Tbk North Sumatera Area
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 930
EP  - 936
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_116
DO  - 10.2991/978-94-6463-008-4_116
ID  - Ziadie2022
ER  -