| 总结: | Telecommunications is one of the most competitive industries in
Indonesia. The increasing needs of faster and updated information among
customers has leaded the rapid growth of National telecommunications industry.
The Competition among mobile operators to obtain new customers (acquisition)
as well as to retain existing customers (retention) is getting more attractive to be
observed. Various efforts have been made by mobile operator in overcoming tight
competition in order to maintain and increase the number of customers yet also to
increase company�s revenue.
The main objective of this study was to determine and analyze the strengths,
weaknesses, threats and opportunities of Business Unit Integrated Marketing PT
Indosat Tbk in formulating competitive strategy. Data collection was carried out
by using interview and questionnaire methods including brainstorming with
couple of experts� people in the Business Unit. Initially, data collection acquired
by using the Input Stage data in form of IFE, EFE and Matrix Competitive Profile
while Matching stage using the IE Matrix and SWOT Matrix and Decision Stage
by using QSPM.
Based on research�s findings, Business Unit of Marketing Strategic PT Indosat
should utilize the intensive strategy through product development. The purpose of
this product development strategy is to increase sales by improving existing
products or develop new products with the orientation on customer satisfaction
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