¶ … Paradox Marketing Implementation for Business Sustainability in Indonesian Telecommunication Company
The study provides the analysis of paradox marketing strategy implementation for business sustainability for Indonesian telecommunication company using the Telkom as a center of investigation. The research objectives have been achieved and research questions answered using both the primary and secondary research. The secondary data are collected using a comprehensive literature review from various scholarly research articles. Moreover, comprehensive literature review is carried out by collecting data from various research articles from EBSCOhost database, Science Direct, Emerald Publication, university libraries, and online academic libraries. The quantitative research is used as a method of data collection using the survey strategy. Comparative analysis carried out between qualitative and quantitative research reveals that quantitative research is more appropriate to complete the thesis because it saves time and is cost effective.
The data collected through primary and secondary research have been used to achieve the research objectives and answer the research questions. The results of the primary data reveal that Telkom has used the paradox marketing to achieve sustainable market advantages in Indonesia. Application of the paradox marketing technique has made the Telkom to increase number of cellular subscribers in Indonesia in the last few years, which has made Telkom to increase sales and revenues within few years after the application of the model. Despite the benefits that Telkom achieves from paradox marketing model, the government needs to use different strategies to attract large communication companies from other countries to invest in Indonesia telecommunication industry. The strategy will make the telecommunication services to be more accessible to large number of Indonesian population.
Introduction
Businesses globally have recognized increased necessities to develop skills, aptitudes, and knowledge to compete effectively in the competitive market environments. Emergence of globalization, open world economy, and expansion of internet access have increased interconnections and interdependence of businesses, which consequently lead to competitions among businesses. Moreover, dynamic and complexity of the marketing environments make companies to formulate the best strategy to manage the marketing of business organizations.
A fundamental goal of marketing strategy is to increase sales and revenues in order to achieve sustainable marketing advantages. Marketing strategy includes all short- term and long-term marketing activities dealing with analysis of strategic situation to assist in formulating and selection of market objectives in order to achieve a company's strategic goals. A paradox marketing is one of the marketing strategies that organizations employ to achieve competitive market advantages. Similar to other telecommunication companies that develop different market strategies to attract customer, Telkom (Telekomunikasi Indonesia Company) also develops market strategy to attract different categories of customers, and many stakeholders have appraised Telkom based on its excellent marketing strategy, vision and implementation that that the company has adopted. In 2013, the Telkom won the Telecommunication BUMN Marketing Award out of the 32 telecommunication companies that participated in the competition, which was recognized nationally and internationally. The company has been able to win the award based on the paradox marketing strategy that the company has adopted.
The paradox marketing is one of the marketing strategies that can deliver extraordinary results, which combine elements that are mutually contradictory and exclusive to one another in order to formulate marketing strategy. Formulation of marketing strategy to achieve strategic marketing advantages involves analysis of 4 Ps (Price, People, Place, and Promotion) that forms the basis of marketing promotion. The 4Ps marketing mix model is an effective method to stimulate an organizational marketing strategic positions.
A marketing paradox is a marketing technique that utilizes element of 4Ps (Piece, Product, Place and Promotion) where the two poles create unique combination to determine market paradox. Although, this is unusual approach in a product marketing, however, the strategy can create amazing results. The implementation of marketing paradox can assist organizations to make product and services already private to entire public. The strategy is to make limited products accessible to the public, and affordable to consumer . The Telkom has adopted the paradox marketing using the low cost strategy to make its services accessible and affordable to customers. Using the low costs strategy, the Telkom has been to sell its product to enjoy high profits. (Yahya, 2013). The paper develops research aims and objectives to enhance a greater understanding of the analysis of paradox marketing and its implementation for business sustainability Indonesian telecommunication company..A case of Telkom.
Research Aims and Objectives
The research aims and objectives are presented below:
To investigate the implementation of paradox marketing to achieve business sustainability by Indonesian telecommunication company.
To explore the concept of a paradox marketing and its application to Indonesia telecommunication industry.
To investigate factors...
Primary data is often initially gathered to meet a specific research goal or objective as well. Secondary data is a term often used to define information, intelligence and research that has been completed and published. Like primary data, the original goals of the research are reflected in how the original methodology is constructed as are the presentation of the data itself and analysis. Secondary research often needs to be
Brand equity of trusted advisor for CRM application delivery. Source: Framework based on the concepts presented in (Yoo, Donthu, Lee, 2000) References Aaker, D.A. (2012). Win the brand relevance battle and then build competitor barriers. California Management Review, 54(2), 43-57. Aremu, M.A., & Bamiduro, J.A. (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management, 7(1), 205-213. Friedman, H.H., & Friedman, L.W. (1987). Marketing methods for software.
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