TELKOM TRIPLE PLAY

Syndicate 2

Raden Rizqy Andarysan 29118408

Subhan Dywaliva 29118473
Harry Djaja Saputra 29118527
Devy May Lina N 29118530
 CONTENTS

Business Issue SWOT &Root Cause

01 Telkom business issue in triple play product
sales in Surabaya Area
02 Analysis
Indihome SWOT and root cause analysis

Strategy-Formulation Conclusion
03 Analytical Framework 04 Our conclusion for which strategy should be
use
TOWS, Strategy and QSPM
 Business Issue
01 Telkom business issue in triple play product
sales in Surabaya Area
 BUSINESS ISSUE

• PT Telekomunikasi Indonesia (Persero) Tbk, (stylised as Telkom

Indonesıa) is an Indonesian semi-privatised state-owned
multinational communications company listed on multiple
exchanges. It has major businesses in fixed line telephony, internet
and data communications. and also another businesses such as
multimedia, property and finance services.

• In telecommunication industry, triple play service is a marketing

term for selling three products over a single broadband internet
connection, usually using a high speed fiber optic cable. Telkom
triple play product is Indihome is the which was launched back on
June 2014.
 BUSINESS ISSUE

• To market this new product across the country, Telkom need to know the potential of each city in Indonesia and surabaya is
one of the most highly prospective cities to sell Indihome product, but the reality is not always like we expected. Witel
Surabaya is the fourth worst on yearly sales achievement until November 2015.
• Witel Surabaya is the fourth worst on yearly sales achievement until November 2015 compared to all other witel in Regional
V. Even worse, Witel Surabaya achievement (37%) is below Regional V average achievement score (41%). Compared to
smaller remote city like Pasuruan, Madiun, and Jember, a bigger metropolitan city like Surabaya could achieve a better score.

• The appropriate marketing strategy generated by

this study research will be useful for the consumer
service division of Telkom Indonesia Witel Surabaya
to improve their competitive position in Surabaya.
 SWOT & Root Cause Analysis
02 Indihome SWOT & root cause analysis

Strengths
• S1. Have access to a lot of capital funds
• S2. Widest coverage area in Surabaya
• S3. Have the most number of customer
relationship channel
•
•
S4. UnbeaTable internet stability
S5. Pause and rewind features on TV cable
• S6. The only true triple play with telephony
service and free calls included
.
Opportunities
• O1. Existing fiber-optic backbone in
Surabaya can help minimize capital cost
needed
• O2. Online shop and Online game as the
most frequent activity done through the
home internet
• O3. Box office movies as the most watched
shows on TV Cable
• O4. Consumer needs of package for calling
Cellular non Telkomsel number
SWOT ANALYSIS
Weakness
• S1. Have access to a lot of capital funds
• S2. Widest coverage area in Surabaya
• S3. Have the most number of customer
relationship channel
S w •
•
S4. UnbeaTable internet stability
S5. Pause and rewind features on TV cable
• S6. The only true triple play with telephony
service and free calls included
Threats
• T1. Survey showed that consumer in Triple
Play Service industry is price sensitive
• T2. 4G mobile can beat Indihome internet
O T •
speed easily
T3. Conventional satellite TV can beat the
number of TV channel with far more lower
price
• T4. Telkom’s triple play service bundling
strategy contradicts with anti monopoly law
ROOT CAUSE ANALYSIS
 Strategy-Formulation Analytical
03 Framework
TOWS, Strategy and QSPM.
 Stage 1 : Input Stage
SWOT Analysis
Strengths Weaknesses
S1. Have access to a lot of capital funds W1. Difficulties on premium positioning without any significant
S2. Widest coverage area in Surabaya differentiation
S3. Have the most number of customer relationship channel W2. Centralized marketing strategy
S4. Unbeatable internet stability W3. Highest price compared to competitor
S5. Pause and rewind features on TV cable W4. Higher package only provide higher internet speed and not
S6. The only true triple play with telephony service and free calls giving more TV channel
included
Opportunities Threats
O1. Existing fiber-optic backbone in Surabaya can help minimize T1. Survey showed that consumer in Triple Play Service industry
capital cost needed is price sensitive
O2. Online shop and Online game as the most frequent activity T2. 4G mobile can beat Indihome internet speed easily
done through the home internet
T3. Conventional satellite TV can beat the number of TV channel
O3. Box office movies as the most watched shows on TV Cable
O4. Consumer needs of package for calling Cellular non with far more lower price
Telkomsel number T4. Telkom’s triple play service bundling strategy contradicts
with anti monopoly law
 Stage 2 : Matching Stage
TOWS Analysis
Internal Factors (IFAS) Strength (S) Weaknesses (W)
External Factors (EFAS)

Opportunities SO Strategy: WO Strategy:

- S1O3 - W1O2
Offers New Box Office Channel with backup from Featuring Online shopping and Online games as a
access to a lot capital funds package for differentiation
- S6O4 - W3O1
Offers Triple play package with calling package to Maximalize fiber optic bacbone to push the price low
non telkomsel number

Threats ST Strategy: WT Strategy:

- S4T2 - W4T2
Focused more on internet stability branding rather Creating marketing strategies to promote that higher
than speed of cellular data package has faster internet speed and also stability
compared to 4G mobile competitor
 Wei S1O3 S604 W1O2 W3O1 S4T2 W4T2
QSPM
ght AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS

Key External Factor

Opportunities
Stage 3 : Decision Stage
Minimizing Capital Cost Needed To lower the price 0,25 1 0,25 1 0,25 1 0,25 4 1 1 0,25 1 0,25 QSPM
Desire for Online Game and Online Shop product 0,1 1 0,1 1 0,1 4 0,4 1 0,1 2 0,2 1 0,1

Desire for Box Movies Channel 0,15 4 0,6 1 0,15 1 0,15 1 0,15 1 0,15 1 0,15

New Package for calling non cellular telkomsel number 0,05 1 0,05 4 0,2 1 0,05 1 0,05 1 0,05 1 0,05

Threats

Priced-sensitive consumer 0,15 2 0,3 2 0,3 2 0,3 3 0,45 2 0,3 2 0,3

4G mobile beat indihome internet 0,05 1 0,05 1 0,05 1 0,05 2 0,1 3 0,15 3 0,15

Conventional Satelite TV with lower price 0,2 1 0,2 1 0,2 1 0,2 3 0,6 1 0,2 1 0,2

Triple Play strategy contradictive with anti monopoly Strategies 0,05 - - - - - -

Key internal Factor

Strength

Have access to a lot of capital funds 0,2 4 0,8 4 0,8 4 0,8 3 0,6 3 0,6 3 0,6 1 = not attractive
Widest coverage area in Surabaya 0,1 2 0,2 4 0,4 1 0,1 1 0,1 1 0,1 1 0,1 2 = somewhat attractive
Have the most number of customer relationship chance 0,05 1 0,05 2 0,1 1 0,05 1 0,05 1 0,05 1 0,05
3 = reasonably attractive
Unbeatable internet stability 0,1 1 0,1 1 0,1 4 0,4 2 0,2 4 0,4 4 0,4
4 = highly attractive
Pause and rewind features on TV cable 0,05 4 0,2 1 0,05 1 0,05 1 0,05 1 0,05 1 0,05

The only true triple play with telephony service and free calls included 0,05 1 0,05 4 0,2 1 0,05 1 0,05 1 0,05 1 0,05
By attractive, we mean the extent that one strategy,
compared to others, enables the firm to either
Weakness
capitalize on the strength, improve on the weakness,
Difficulties on premium positioning without any significant differentiation 0,1 3 0,3 3 0,3 4 0,4 1 0,1 2 0,2 1 0,1
exploit the opportunity, or avoid the threat.
Centralized marketing strategy 0,05 - - - - - - Note: If you assign an AS score to one strategy, then
Highest price compared to competitor 0,15 1 0,15 1 0,15 1 0,15 3 0,45 1 0,15 2 0,3 assign AS score(s) to the other. In other words, if one
Higher package only provide higher internet speed and not giving more TV channel 0,15 3 0,45 1 0,15 1 0,15 1 0,15 1 0,15 1 0,15
strategy receives a dash, then all others must receive
a dash in a given row.
SUM 1 3,85 3,5 3,55 4,2 3,05 3
 Conclusion
Based on QSPM matrix, the focus strategy that should be
applied is Maximalize fiber optic bacbone to push the price low
04 since lowered the price of the product could help increasing the
product sales.
THANK YOU