PROPOSED MARKETING STRATEGY FOR ITB IN MALAYSIA

• Main Author: JANUANDRY (NIM : 29109090); Pembimbing: Dr. Ir. Mustika Sufiati Purwanegara, M.Sc., ADING
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17779
• Institution: Institut Teknologi Bandung

After 52 years since officially established, ITB as the best technology university in Indonesia continued to develop its achievement, both at national and international. It’s showed by the increasing of ITB’s position in international education. With current position, Malaysia as a neighbor country which plan to develop the country as a center of academic excellence, officially invited ITB to open branch in Malaysia. <br /> <br /> <br /> To accept the invitation, ITB should analyze current university’s’ business situation in Malaysia. Internal factors analyzed by SWOT analysis. And external factors analyzed by Porter’s industry analysis. Another analysis conducted on consumers’ needs and wants in choosing university, and the important things that influence their decision. Analysis also conducted on consumers’ perspective about brand ITB in Malaysia and potential market demand for ITB in Malaysia. <br /> <br /> <br /> The results from internal and external factors analysis, there are some critical root cause problems for ITB in Malaysia. From higher education’s industry in Malaysia, the industry less attractive because of many competitors with similar products offered and ITB’s awareness in Malaysia is very low from consumer perspective. To support the readiness of ITB to open branch campus in Malaysia, ITB needs marketing strategy. <br /> <br /> <br /> Proposed marketing strategy ITB in Malaysia by setting up the STP (segmenting, targeting, positioning), which was then supported by marketing mix ITB in Malaysia. At starting situation, the critical factor in marketing mix for ITB in Malaysia is promoting. ITB’s promotion should focus on increasing ITB’s awareness and delivering ITB’s positioning to prospective Malaysia’s customers.