Financial Ratios Analysis and The Effect Of 4Ps Marketing Mix on Market Share Case on PT Indosat Ooredoo. Tbk

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Siswanto, Siswanto (2019) Financial Ratios Analysis and The Effect Of 4Ps Marketing Mix on Market Share Case on PT Indosat Ooredoo. Tbk. Graduate thesis, Sekolah Tinggi Manajemen IPMI.

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This study were quantitative, cross sectional, and explanatory research using primary and secondary data analysis, the research background was the fact that in 2018 cellular telco industries experienced revenue decline for the first time in history. PT Indosat Ooredoo as the three biggest players experienced the worst decline, the company not only experienced a decline in revenue but also a decline in profits and market share. The company experienced the decline of market share from 21 % in 2015 to 17 % in 2018, apart from that the company also had unfavorable profitability during 2014 until 2015 the company just two times booked positive P and L, the rest were losing. Based on above background the problem statements in this research were what is the financial of PT Indosat Ooredoo and how is the effects of 4Ps marketing mix that consist of Product(P1), Price(P2), Place(P3), and Promotion (P4) on PT Indosat Ooredoo’s Market share seen from the perspective of the outlet. The objectives of the research were to analyze company financial report and to test whether 4Ps marketing mix had positive effect on market share partially and simultaneously from the outlet perspective. The novelty and benefit of the research were to know how outlets weigh and rate the 4Ps marketing mix, to know the effect of marketing mix on market share, and for the company can be used as input in improving the strategy based on fact data. The literatures and research methodology used are financial ratios analysis theory, marketing management theory, and cellular telco theory. The samples were outlets of the company located at Jabodetabek area, the data obtained by questionnaire, the data consisted of variables of X and variable of Y, variables of X were consisting of network, and tariff, availability and visibility, advocacy, and promotion, meanwhile variable Y is market share. This research would test whether there was a positive effect of the X variables on Y variable, and statistic tool used in this research is Multiple Linear Regression Test. It was concluded that PT Indosat Ooredoo had illiquidity, insolvency, unfavorable profitability, less effectiveness of asset usage during the period of 2014 until 2018. There was a positive effect of 4Ps marketing mix on market share partially and simultaneously. Network had the greatest effect on market share followed by tariff, promotion, availability and visibility, and advocacy. The recommendation for further research are to increase the attributes of each variable, and for company is to increase the network quality, improve liquidity, leverage, activity and profitability ratios by significantly increase revenue, by optimizing asset utilization, better management working capital, and reducing unnecessary costs. The limitation of the research were the financial data to be analyzed limited only to the data that’s publicly consumed and audited, financial analysis focused on liquidity, profitability, leverage, and activity ratios only, the 4Ps marketing mix were limited to network for Product (P1), tariff for Price (P2), availability and visibility for Place (P3), and advocacy, promotion to outlet, promotion for customer for Promotion (P5). The data was tested statistically was limited only to primary data only. Keywords: Cellular Telecommunication, Financial Ratios, 4Ps Marketing, Retail Audit, Market Share

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HG Finance
H Social Sciences > HJ Public Finance
Divisions: Thesis > Master of Business Administration
Depositing User: Gandes Mranani
Date Deposited: 22 Jan 2020 04:25
Last Modified: 22 Jan 2020 04:25

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