Formulation of Strategy to Face Business Changes in Sales and Distribution of Telecommunication Products (Case Study: Koperasi Telkomsel)

Abstract

Koperasi Telkomsel (Kisel) as a business of selling and distributing telecommunication products, need to adapt and formulate new strategies in changes of telecommunications sector as a result of customer behavior and the Covid-19 pandemic effects. The aims of this research are to formulate Kisel’s strategy, starting from environment analysis, formulate alternative strategy, and create strategy priority in sales and distribution of telecommunication products changes. This research was conducted using qualitative and quantitative research methods with primary data collection techniques from 31 respondents through surveys, interviews, and Focus Group Discussions (FGD), as well as using secondary data from internal data and literature studies. The selection of respondents was carried out deliberately (purposive sampling) considering that the selected respondents have experience and expertise in their fields and have the authority to determine policies and operational decisions. From this research, the results of the identification and analysis of environmental factors were obtained with an Internal Factors Evaluation (IFE) value of 2.74 and an External Factors Evaluation (EFE) of 3.04. These results are in the build & growth quadrant of IE Matrix with intensive strategies such as market penetration, market development, product development and integration strategies. From the SWOT analysis and QSPM decision-making technique, Kisel’s four strategic initiatives and priorities were obtained, such as maintaining and securing existing businesses, strengthening business infrastructure and digital business foundations, strengthening and developing core businesses and expanding non-captive market businesses. Keywords: Formulation of Strategy, Koperasi Telkomsel, Telecommunication, SWOT Analysis, QSPM.