The telecommunication industry is a rapidly changing industry in many countries.
It is also a very competitive industry. The usage of mobile data in the world keeps
increasing, and people demand to have more and more. So, telecommunication
companies invest in new infrastructures and equipment to broaden their network
capabilities to meet the market demand.
Telin Taiwan is an Indonesian telecommunication company, which is a subsidiary
of Telkom Group that expands its business into the international market. The main target
market of Telin Taiwan is Indonesian migrant workers, students, and Indonesian
transnational citizens in Taiwan. As an international company, Telin Taiwan faces some
challenges and problems on its journey. They should be able to compete with local players
in Taiwan. The different products offered by Telin Taiwan is one of the key competitive
advantages that can keep Telin Taiwan surviving in this industry. This case study is aimed
to understand and analyze the business activity and marketing strategy of Telin Taiwan
to attract new potential customers and retain existing customers. Some recommendations
for the company are also provided.
Since Telin Taiwan is aimed at a niche market, they have done many marketing
activities in order to get brand awareness, grab potential customers, and retain existing
customers. Besides, Telin Taiwan also pays much attention to the after-sales service, so
customers remain loyal to the company. Other than customers, relationship with partners
is also one of the important things that need to be maintained well.

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