Letters in Economic Research Updates
Segmenting, Targeting and Positioning (STP) Strategy in the Marketing of Telecommunication Infrastructure Services of PT. Telkom Infrastruktur Indonesia/Infranexia Kendari
Abstract
Jacob Breemer, Ahmad Hamid, Hamzah and Baco
PT. Telkom Infrastruktur Indonesia (TIF) Kendari District is one of the main telecommunication infrastructure providers in the Southeast Sulawesi region. This study aims to analyze the company’s marketing strategy through the Segmenting, Targeting, and Positioning (STP) approach and how the company manages its operational ecosystem in facing dynamic industry challenges. The method used in this study is qualitative descriptive with data collection through in-depth interviews with management and field observations during internship activities. The results of the study show that PT Telkom Infrastruktur Indonesia (Infranexia) Kendari District has a strong human resource foundation, characterized by the dominance of a productive male workforce with higher education and senior experience, which is the main pillar in supporting the implementation of the Segmentation, Targeting, and Positioning (STP) marketing strategy. The STP strategy is effectively implemented through segmentation based on infrastructure readiness, targeting that focuses on the segment that contributes the largest revenue, and positioning as a strategic partner that prioritizes asset reliability and service quality. This synergy between superior human resource competencies and a structured marketing strategy allows the company to maintain a sustainable competitive advantage through trust-based service differentiation, thus being able to face the challenges of the increasingly dynamic telecommunications industry competition in the Southeast Sulawesi region