Corporate Branding PT. Pos Indonesia (Studi Kasus PT. Pos Indonesia dalam Menghadapi Persaingan)

Abstract

Abstract. Context discussed in this study was corporate branding conducted by PT. Pos Indonesia. PT. Pos Indonesia was always less competitive with similar private companies on freight forwarding business. Technological progress has been taking place of positioning of PT Pos Indonesia as a mail delivery company. The purposes  of this study were (1) to know how repositioning and positioning were created to reintroduce PT. Pos Indonesia, (2) to know how PT. Pos Indonesia sets up company’s corporate branding, (3) to know how the achievement of PT. Pos Indonesia was done through corporate branding, (4) to know PT. Pos Indonesia must branding to survive. Qualitative research methodology using case study approach. Results obtained from this study were PT. Pos Indonesia as an Indonesian state-owned enterprises that has a function as a sign of state sovereignty with Public Service Obligation social mission in addition to business missions was foundation of persistency. The positioning of PT. Pos Indonesia todays was to be known as a logistic giant from the east. Pos Indonesia Bergerak, short movie festival, letter writing competition, media relations, as well as joint activities with market place were activities undertaken by PT. Pos Indonesia.  Achievements had been gained were decreasing number of complaints, applying excellent service, technological and service improvement, as long as changing vision, mission and management renewal.

Keywords: Corporate Branding, Positioning, PT. Pos Indonesia.

 

Abstrak. Konteks penelitian yang akan peneliti bahas adalah mengenai corporate branding yang dilakukan oleh PT. Pos Indonesia. PT. Pos Indonesia selalu kalah bersaing dengan perusahaan swasta sejenisnya pada bisnis jasa pengiriman barang. Positioning yang dimiliki PT. Pos Indonesia masih sebagai perusahaan pengiriman surat yang saat ini telah tergantikan akibat berkembangnya teknologi. Tujuan penelitian ini diantaranya adalah (1) untuk mengetahui bagaimana upaya repositioning dan positioning yang diciptakan untuk memperkenalkan kembali PT. Pos Indonesia, (2) untuk mengetahui bagaimana kegiatan PT. Pos Indonesia dalam membangun corporate branding perusahaan, (3) untuk mengetahui bagaimana pencapaian PT. Pos Indonesia melalui corporate branding yang dilakukan, (4) untuk mengetahui PT. Pos Indonesia harus melakukan branding untuk terus bertahan. Metodologi penelitian menggunakan kualitatif dengan pendekatan studi kasus. Hasil dari penelitian yang dilakukan, bertahannya PT. Pos Indonesia karena perusahaan tersebut merupakan perusahaan BUMN yang memiliki fungsi sebagai tanda kedaulatan Negara dengan misi sosial Public Service Obligation disamping misi bisnis. Positioning PT. Pos Indonesia yang ingin dikenal saat ini adalah sebagai raksasa logistic dari timur. Kegiatan yang dilakukan PT. Pos Indonesia diantaranya Pos Indonesia Bergerak, festival film pendek, letter writing competition, media relations, serta kegiatan bersama market place. Pencapaian yang didapatkan diantaranya, menurunnya jumlah complain, penerapan service excellent, perbaikan teknologi dan pelayanan, serta berubahnya visi, misi dan pembaharuan management.

Kata Kunci : Corporate Branding, Positioning, PT. Pos Indonesia.