PETA PERSAINGAN PRODUK KARTU SELULER BERDASARKAN SEGMEN KONSUMEN
Abstract: One cannot deny the
fact that cellular phones happen to be one of the most sought after and popular
gadgets all over the world including Indonesia. With the quick development in
technology, cellular phones are surely becoming more and more popular with each
passing day. Subscriber Identity Module (SIM) Cards are used with carriers that
operate on the Global System for Mobile Communication (GSM) network. The
rapidly increasing demand for cellular phones indeed drives demand for SIM
cards, resulting in the competitiveness of SIM card providers. This competition drives innovation in product
development as well as in customer services. With regards to the increasing
competitiveness of SIM card market, this study deals with market analysis of
SIM cards. The analysis was based on the sample of cellular phone customers
from Yogyakarta Special Region. The objective of the study is to identify
market share of each SIM card and the factors to be considered by consumer when
purchasing a SIM card. We use segmentation approach to analyse the competition
among SIM card products. The result of the study shows that there is tight
competition between Simpati and IM3 SIM cards in almost all segmens. Based on the
analysis, we suggest Simpati to compete in segmen 1 that prioritizes a wide
range of signal, while IM3 in segmen 3 that prioritizes strong signal.
Penulis: Nur Indrianti
Kode Jurnal: jptindustridd130184
