Site Wise Strategy in Indosat Ooredoo to Win Competition in Bali

Abstract

The rapid development of technology and communication in recent years with the emergence of 4G technologies followed by the latest technology, 5G, has spoiled internet users in Bali. The addition of Bali internet users continues to increase. However, there has been a decline in Indosat Ooredoo's revenue in Bali, despite the addition of new sites. The decline not only occurred in revenue but also in terms of market share, Indosat Ooredoo's market share in Bali had reached 16.12%, but the market share continued to decline, pressed by Telkomsel and XL. It is necessary to know STP on the existing site, to facilitate the selection of the site with effective and efficient marketing strategy. This research is using mixed methods analysis, which is a combination of qualitative and qualitative methods. Qualitative methods are used to determine the EFE, and IFE variables, indicators and weights obtained from experts through FGDs, deep interviews and surveys. The research resulted in IFE having 2 variables with 8 indicators and EFE having 3 variables with 12 indicators. Determination of segmentation using K-Means Clustering based on existing variables resulted in 7 segments. The coordinates of each segment were calculated and mapped into the Hooley strategy matrix. The results revealed that segment 4 is focus segment which contain 131 sites.