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"Laporan magang ini bertujuan untuk menganalisis strategi business-to-business (B2B) pada Divisi Wholesale Service PT Telkom Indonesia. Data diperoleh menggunakan data kualitatif dengan mewawancarai beberapa karyawan yang terlibat dalam kegiatan yang dilakukan oleh Divisi Wholesale Service dalam pencapaian target tahun 2016. Account Management berperan besar dalam pencapaian target tersebut dimana Account Management melakukan kegiatan penawaran produk kepada pelanggan dengan menggunakan strategi business-to-business. Pelanggan dari Divisi Wholesale Service adalah perusahaan yang bergerak di bidang telekomunikasi yang menawarkan produk kepada end user. Pelanggan tersebut disebut oleh Divisi Wholesale Service dengan OLO (Other Licensed Operator), yang terdiri dari Indosat, XL, Smartfren, Smart, STI (Sampoerna Telekomunikasi Indonesia), Hutchison 3 Indonesia, Btel (Bakrie Telecom) dan BBT (Batam Bintan Telekomunikasi).

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The objective of this internship report is to analyze the business-to-business strategies in the Wholesale Service Division of PT Telkom Indonesia. Data was collected using qualitative techniques along with interviewing employees whom are involved in the activities of the Wholesale Service Division which are undertaken in order to achieve their targets in 2016. The Account Management team has a big role in achieving those targets, which is why they offer new products to existing customers using business-to-business strategies. Customers of the Wholesale Service Division are telecommunication companies called OLO (Other Licensed Operator). They are; Indosat, XL, Smartfren, Smart, STI (Sampoerna Telekomunikasi Indonesia), Hutchison 3 Indonesia, Btel (Bakrie Telecom) and BBT (Batam Bintan Telekomunikasi). They all offer different products to the end users."

"Pemasaran business-to-business (B2B) tidak mendapat perhatian sebanyak pemasaranyang ditargetkan kepada konsumen karena sifatnya yang biasanya dikerjakan dibelakang layar, namun nilai transaksi B2B tetap dianggap substansial dalam jumlah dankontribusinya terhadap perekonomian. Pemasaran B2B biasanya dilakukan oleh timaccount manager perusahaan yang telah melampaui peran sebagai penjual atau salestradisional menjadi fungsi yang lebih strategis, yang berupaya mengembangkanhubungan jangka panjang dengan klien. Di mana materi promosi dan branding yangefektif memberi produk yang ditargetkan kepada konsumen keunggulan dalam aktivitaspemasaran mereka, faktor perilaku dan hubungan dikatakan sebagai pendorong utama dibalik kesuksesan pemasar B2B. Laporan ini akan mengeksplorasi dan menilai cara kerjapemasaran B2B di PT Finnet Indonesia, dimulai dengan bagaimana perusahaanmemahami pasar dan kebutuhannya dengan menggunakan alat-alat sepertiproduct-market fit dan segmentasi pasar produk, sambil melihat lebih dalam lagi ke sisiproduk perusahaan dengan bantuan user experience (UX) dan user interface (UI) untukmenilai salah satu produknya. Laporan ni menyelidiki perbedaan pasar B2B dari pasarbusiness-to-consumer (B2C), dan menilai proses di balik mengapa dan bagaimanabisnis dan organisasi membeli. Selain itu, kami juga mengevaluasi praktik pemasaranB2B dan bagaimana manajer akun di Finnet menangkap peluang dan memeliharahubungan bisnis. Selama magang 3 bulan, temuan terpenting adalah pentingnya strategiberbasis pengetahuan dalam aktivitas pemasaran B2B oleh seorang account manager,baik dalam hal memelihara klien maupun produk yang mereka coba jual.

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Business-to-business (B2B) marketing does not get as much attention asconsumer-targeted marketing due to its obscure nature of operating behind the scenes,nonetheless the size of B2B transactions are considered substantial in their amount andcontribution to the economy. B2B marketing is usually carried out by a companysteams of account managers who have gone beyond the role of traditional salesmen intoa more strategic function that strives towards developing long-term relationships withclients. Where effective promotional materials and branding give consumer-targetedproducts an edge in their marketing activities, behaviors and relationships are said to bethe key drivers behind the success of B2B marketers. This report will explore and assessthe inner workings of B2B marketing at PT Finnet Indonesia, beginning with how thecompany goes to understand the market and its needs by using tools such asproduct-market fit and segmentation, while also having a deeper product-oriented lookat the companys services with the help of user experience (UX) and user interface (UI)tools to assess one of its products. The report delves into the differences of the B2Bmarket from the business-to-consumer (B2C) market, and assesses the processes behindwhy and how businesses and organizations buy. Furthermore it evaluates the practicesof B2B marketing and how account managers at Finnet capture opportunities andmaintain business relationships. Throughout the 3-month internship, the most importantfindings constitute the importance of knowledge-driven strategies in the accountmanagers B2B marketing activities, whether in terms of clients or the product they aretrying to sell."

"The objective of this research ls to determine what is the most appropriate lMC strategy to apply in Indonesia market and to analyze the brand equity of EMC products in Indonesia market. EMC is information infrastructure global market leader. But at the moment, there is an issue that EMC considered very late compared to its competitors in dealing with Indonesia market. EMC is not yet becoming Indonesia market leader. Indonesia consumen also have perception that EMC place is very high againts others. The lateness of EMC in entering Indonesian market triggers the whole part of PT. EMC Information Systems to move more aggressively and effectively. The right implementation of Integrated Marketing Communication would be the main factor to create the brand awareness that would then growth the brand loyally towards the consumers in Indonesian market. The Research Method used in the thesis writing consists of two main parts, which are Survey and in-depth Interview. Data analysis shows that Word of Mouth (WOM) and Personal Selling nrc tbc 1110st effective way to increase brand awareness."

"ABSTRAKDengan terus berkembangnya industri kesehatan dan semakin kompetitifnya persaingan perusahaan farmasi dan alat kesehatan di Indonesia, menjadikan perusahaan-perusahaan tersebut merasa perlu untuk menciptakan competitive advantage dengan memanfaatkan brand yang merupakan salah satu aset penting bagi perusahaan. Oleh karena itu, tesis ini bermaksud untuk membahas mengenai pengaruh strategi brand orientation terhadap brand performance pada perusahaan business-to-business(B2B) yang bergerak di industri kesehatan yaitu perusahaan farmasi dan alat kesehatan di Indonesia. Selain itu penelitian ini juga bertujuan untuk melihat pengaruh faktor internal perusahaan dan faktor mediasi yang dapat mempengaruhi penerapan brand orientation di dalam perusahaan tersebut. Penelitian ini merupakan penelitian dengan desain deskriptif kuantitatif. Dari 145 responden perusahaan B2B diperoleh hasil yang menunjukkan bahwa entrepreneurial orientationmempengaruhi perusahaan dalam menerapkan brand orientationdan marketing capability tidak menunjukkan pengaruh positif yang signifikan. Selain itu, customer value co-creation dan brand credibility dapat menjadi faktor mediasi yang meningkatkan pengaruh dari brand orientation terhadapbrand performance. Berdasarkan hasil tersebut, dapat disarankan pada perusahaan B2B yang ingin meningkatkan brand performance mereka untuk menerapkan brand orientation dalam strategi pemasaran mereka.

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ABSTRACTWith the recent development of healthcare industries and competitive competition of pharmaceutical and medical device firms in Indonesia, it made these firms feel need the importance to create competitive advantage by utilizing the brand as one of the most important assets for the firm. Therefore, this research intends to find out the role of brand orientation strategies on brand performance in business-to-business (B2B) firms in the health industry, namely pharmaceutical and medical device firms in Indonesia. In addition, this study also aims to see the influence of internal factors and mediation factors that could influence the implementation of brand orientation within the firms. This research is a quantitative descriptive design research. With 145 B2B firm respondents, the results show that the entrepreneurial orientation influences firm in implementing brand orientation and marketing capability factor does not show a significant positive effect. In addition, customer value co-creation and brand credibility could be mediating factors that increase the influence of brand orientation on brand performance. Based on these results, it can be suggested for B2B firms that would like to improve their brand performance to start implement the brand orientation in their marketing strategies."

"Bisnis Wholesale khususnya dalam Jasa Jaringan sebagai salah satu pilar bisnis diharapkan mampu memberikan kontribusi pendapatan yang besar, dan mempertahankan pangsa pasar TELKOM sebagai operator penyelenggara jaringan dan jasa telekomunikasi di Indonesia. Kondisi Telekomunikasi Indonesia saat ini telah memasuki era kompetisi yang sudah tidak dapat ditawar lagi. Hal ini dapat dilihat sebagai ancaman sekaligus peluang bagi TELKOM, dimana TELKOM sebagai operator penyelenggara jaringan dan jasa telekomunikasi memebutuhkan strategi yang tepat untuk meningkatkan daya saing produk terhadap produk kompetitor. Penelitian dilakukan berdasarkan konsep manajemen stratejik dengan menggunakan metode Porter?s 5 Forces dan SWOT yang digunakan untuk memberikan gambaran tentang peluang bisnis Wholesale jasa jaringan, mengetahui posisi perusahaan, untuk kemudian menentukan strategi yang tepat agar dapat memenangkan persaingan.

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Wholesale Business, spesifically network services as one of TELKOM?s business stream were expected to giving high revenue contribution to the company, and also to maintain TELKOM's market share as a network and service provider in Indonesia. Telecommunication in Indonesia have entered a competititon era, which can be seen by TELKOM as opportunity or threat. TELKOM as a network and service provider need an appropriate business strategy to win the competition among competitors. This research was doing based on strategic management concept, which will use Porter's 5 Forces and SWOT method to illustrate the opportunity of Wholesale Network service business strategy and to get positioning of company which can be used to formulating the company business strategy in winning the competition."

"Teknologi mengubah perilaku masyarakat dunia hari ini. Penelitian bertujuan untuk menjelaskan hubungan relasi positif antar laten variabel brand orientation, brand knowledge, brand involvement dan brand commitment terhadap brand equity suatu organisasi, dengan kebaharuan variabel di moderasi organization change readiness untuk perusahaan business to business (B2B), khususnya Internet Service Provider (ISP) di negara berkembang. Survei online mengikuti metode purposive sampling kepada 68 responden perusahaan dan dilakukan analisis menggunakan metode Partial Least Square (PLS). Hasil penelitian menunjukkan adanya relasi brand commitment terhadap internal brand equity dengan moderasi organization change readiness namun tidak terbukti adanya hubungan langsung dari internal brand equity dan brand equity.

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Technology changes people behavior in today society globally. Reseach objective is to explain positive relationship between latent variables of brand orientation, brand knowledge, brand involvement, brand commitment to brand equity in organization, by novelty in moderation organization change readiness at business to business (B2B), especially to internet service provider (ISP) in developing country. Online survey uses purposive sampling at 68 company respondents and analysis using Partial Least Square (PLS). Result shows relationship between brand orientation, brand commitment to internal brand equity with moderation organization change readiness, however there is no proof established relationship between internal brand equity and brand equity."