PT Mitra Komunikasi Nusantara Tbk (MKNT) was established in 2008 in accordance with Notarial Deed No. AHU-46683.AH.01.01 on July 31, 2008. The Company runs business in general trading, especially cellular phones, gadgets (smartphones, tablets, etc.) and prepaid vouchers.This study explored the internal analysis and external analysis to generate the strategy and short term recomendations for PT. Mitra Komunikasi Nusantara, Tbk to compete in mobile phone prepaid voucher industry. To analyse internal environment we used value chain, VRIO, marketing and financial analysis. To analyse external environment we used PESTEL and industry analysis. The data was collected from primary and secondary sources.The primary data collection method in this study used in-depth interview which was done by contacting and requesting the availability of data sources as informants to provide information about the implementation of mobile phone prepaid voucher Business Units at PT MKNT. The secondary data in this study was information from internet since PT MKNT is an IPO company already. After we did the interview and analysis, we examined the SWOT to generate strategies. The results suggested that PT. MKNT could utilize Kioson application to reach the prospective buyers at uncovered area or people who are not bankable. The tactics to optimize for this situation is creating concept of “warung digital”. To optimize digital channel, PT. MKNT can implement marketing “referral” program for users who have been inviting their peers and successfully did the transactions. In strategic level, we suggest for PT. MKNT to build cooperation with the FintechCompany.

Supervisor: Prof. Ir. H. M. Roy Sembel, MBA, Ph.D, CSA