Analisis Strategi Positioning untuk Mempertahankan dan Meningkatkan Pangsa Pasar dalam Menghadapi Persaingan

(Studi Kasus PT. TELKOM Kawasan Timur Indonesia)

Oleh : Zul Bahren

(Dipublikasi pada : Analisis, ISSN 0852-8144, Maret 2005, Vol 2 No. 1: 21-34)

ABSTRAK
The results of this research showed that : (1) positioning strategy was affected positively and significant by factors of production, price, promotion, process, and service. While, the people factor was negative effect to the company positioning strategy. The product factor was affected positively and significant by product positioning , product target, mark strategy, and product management; (2) distribution factor was affected positively and signi ficant by distribution target, distribution types, distribution intensities, distribution configuration, and distribution management; (3) price factor was affected positively and signi ficant by price positioning, target positioning, and price management; (4) promotion factor was affected positively and significant by promotion target, promotion creativity, promotion media, advertise management, and human relation management; (5) business process factor was affected positively and signi ficant by the seventh indicators; (6) service factor was affected positively and significant by pra transaction service, transaction process, and post transaction; (7) people factor was affected positively and signi ficant by the di fference of  employees role, and internal marketing; (8) product factor has positively and signi ficant affect to the factors of distribution, price, promotion, process, service, and process.
Key Words : Product strategy, price, distribution, promotion, service, people, process, positioning, and market margin.

PENDAHULUAN
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Satu hal yang mendasar dalam membahas masalah globalisasi bahwa globalisasi dapat menciptakan nilai tambah baru, barang dan jasa yang lebih besar dari pada sebelumnya, karena ada peningkatan produktivitas dan efesiensi. Globalisasi memperbesar kue yang dibagikan dan apabila satu pihak memperoleh bagian yang lebih besar daripada yang ia peroleh sebelumnya tidak harus berarti bahwa pihak lain mendapatkan jatah yang lebih kecil dari pada yang ia terima sebelumnya, ia bukan zero-sum-game tetapi positive-sum-game (Boediono 2001). Salah satu kuncinya dalam menghadapi pasar menuju dunia global harus mampu memberi solusi untuk memenuhi permintaan pasar, ...... . . . . . . . . . . . . (baca selengkapnya)

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