Analisa Kalah Bersaing Ponsel Blackberry Ditinjau Dari Teory STP Pemasaran
Abstract
Telepon seluler/ponsel saat ini sudah menjadi kebutuhan primer masyarakat dunia. Awal kemunculan ponsel tahun 1973 oleh Martin Cooper dengan merk dagang Motorolla berfungsi hanya untuk komunikasi mobile. Sehingga dimananpun berada manusia bisa berkomunikasi dengan lancar dalam rangka menunjang aktifitasnya. Selanjutnya dengan cepat ponsel berevolusi menjadi alat yang tidak hanya berfungsi sebagai alat komunikasi. Ponsel dengan ditunjang jaringan internet, selain sebagai alat komunikasi juga menjadi alat hiburan, transaksi ekonomi, media bekerja, komunikasi video, mencari berbagai informasi, GPS dan lain sebagainya. Tahun 2000-an, BlackBerry pernah menjadi merek ponsel paling diminati. Kepopulerannya saat itu menggeser dominasi merek Nokia yang sudah berjaya bertahun-tahun. Setelah tahun 2010, kejayaan BlackBerry mulai meredup. Puncaknya, pada tanggal 4 Januari 2022, Blackberry Ltd, menghentikan seluruh dukungan sistem operasi BlackBerry OS. Salah satu faktor besar kekalahan bersaing ponsel BlackBerry adalah persaingan ponsel smartphone yang semakin sengit. Terutama setelah kelahiran iPhone (Apple) di tahun 2007 dan smartphone Android (Google) pertama di tahun 2008. Tulisan ini berusaha menganalisa kebangkrutan ponsel blackberry dilihat dari teori STP marketing yaitu segmentasi, targetting dan positioning.
Kata Kunci: Persaingan Usaha; Segmentasi; Targetting; Positioning
References
Gilin, John Lewis dan John Philip Gilin, Cultural Sociology, (New York: The Macmillan Company). Seperti yang dikutip dalam Buku Soerjono Soekanto, Sosiologi: Suatu Pengantar. Cet. ketigapuluh tiga, (Jakarta: Raja Grafindo Persada, 2002), hal.91
Hansen, Knud, et al, Undang-undang Larangan Praktek Monopoli dan Persaingan Usaha Tidak Sehat, (Jakarta: Katalis, 2002), hal.7
Kotler, Philip, Manajemen Pemasaran: Analisis, Perencanaan, Implementasi, dan Pengendalian, Jilid I, Edisi Keenam, Jakarta : Erlangga, 2006.
Kotler, Philip, Manajemen Pemasaran, Alih Bahasa : Benyamin Molan, Edisi Keduabelas, Jilid Satu, Cetakan Pertama, Jakarta : Indeks, 2007.
Sari, Milya dan Asmendri, “Penelitian Kepustakaan (Library Research) dalam Penelitian Pendidikan IPA,†Natural Science : Jurnal Penelitian Bidang IPA dan Pendidikan IPA 6, no. 1 (2020): hlm. 43.-60
Sukirno, Sadono, Pengantar Teori Mikroekonomi, (Jakarta: PT Raja Grafindo Persada, 2004) hlm.229
Usman, Rachmadi, Hukum Persaingan Usaha. Cet.1 (Jakarta: PT Gramedia Pustaka Utama, 2004) hal.9.
Afandi, A. (2021). MENTORING PROGRAM: Empowerment and Human Resources Development. AKADEMIK: Jurnal Mahasiswa Humanis, 1(3), 87-94.
Andreas, D. (2022). EMPLOYEE PERFORMANCE: The Effect Of Motivation And Job Satisfaction. PRODUKTIF: Jurnal Kepegawaian dan Organisasi, 1(1), 28-35.
Anggranei, F. N. (2020). Realitas Kompetensi Guru Pasca Sertifikasi. Scientific Journal of Reflection: Economic, Accounting, Management and Business, 3(4), 331-340.
Gunawan, I. (2022). CUSTOMER LOYALTY: The Effect Customer Satisfaction, Experiential Marketing and Product Quality. KINERJA: Jurnal Manajemen Organisasi dan Industri, 1(1), 35-50.
Indra, W. (2021). Detection of Gen C/EBPα Encodes the Meat Quality. AKADEMIK: Jurnal Mahasiswa Sain & Teknologi, 1(1), 24-32.
Iswardani, W. (2021). Hydroponic Vegetable Production Planning at Plantation Parung Farm Bogor. AKADEMIK: Jurnal Mahasiswa Sain & Teknologi, 1(1), 8-15.
Jayanti, L. (2022). Socialization Of Financial Literacy During The Covid-19 Pandemic In South Tanggerang MSME Gallery. Jurnal PKM Manajemen Bisnis, 2(1), 34-43.
Novitasari, A., & Yulizar, Y. (2023). Company Value Disclosure Based on Fundamental Analysis of Energy Companies in Indonesia. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 3(2), 65-73.
Anggraini, F. N. (2022). PERFORMANCE: Self, Management, and Organizational Social Perspectives. PRODUKTIF: Jurnal Kepegawaian dan Organisasi, 1(1), 1-9.
Nurbaeti, S. (2022). Significance of the Influence of Leadership Model, Morale, and Satisfaction on Performance Consistency. PRODUKTIF: Jurnal Kepegawaian dan Organisasi, 1(1), 10-18.
Nuriadi, N. (2021). The Effectiveness Of Application Of Marketing Strategies In Private Higher Education. AKADEMIK: Jurnal Mahasiswa Humanis, 1(3), 104-113.
Nurlaila, P. (2022). PERFORMANCE MODEL: Satisfaction, Commitment and Reward Based. KINERJA: Jurnal Manajemen Organisasi dan Industri, 1(1), 19-26.
Pambudi, R. F., & Kustini, E. (2023). BUSINESS DIGITALIZATION TRAINING: Optimization of Digital Business Opportunities and Advantages. Jurnal PKM Manajemen Bisnis, 3(1), 14-22.
Rahman, A. (2023). Professional Work Model in Terms of Standard Operating Procedures, Intelligence, Rules and Ethics. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 3(2), 74-85.
Sari, E. N. (2021). Concept Of Small And Medium Entrepreneurs In Customer Oriented Islam. AKADEMIK: Jurnal Mahasiswa Humanis, 1(3), 123-131.
Anggraeni, F. N. (2020). Survey Motivasi Kerja Driver Ojek Online Grab. Scientific Journal Of Reflection: Economic, Accounting, Management and Business, 3(3), 251-260.
Solahudin, M. (2022). PREDICTING THE INCREASE OF COMPANY VALUE BASED ON PROFIT AND DEBT GOVERNANCE POLICIES: A Case Study on Indonesian Automotive Companies. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(3), 123-131.
Wulandari, D. (2022). Customer Satisfaction as a Priority in Excellent Banking Services. KINERJA: Jurnal Manajemen Organisasi dan Industri, 1(1), 27-34.
Downloads
Published
Issue
Section
License
Open Access
HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.
Copyright
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. Authors or others are allowed to multiply article as long as not for commercial purposes. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Disclaimer
No responsibility is assumed by publisher and co-publishers, nor by the editors for any injury and/or damage to persons or property as a result of any actual or alleged libelous statements, infringement of intellectual property or privacy rights, or products liability, whether resulting from negligence or otherwise, or from any use or operation of any ideas, instructions, procedures, products or methods contained in the material therein.
