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With the world of higher education starting to enter the commercialization the role of of marketing will be increasingly needed to maintain market share held by STEKPI for not crushed by new competitors that emerge. With the increasing number of applicants in private universities, especially for hig...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/17840 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | With the world of higher education starting to enter the commercialization the role of of marketing will be increasingly needed to maintain market share held by STEKPI for not crushed by new competitors that emerge. With the increasing number of applicants in private universities, especially for high school applicants in the market of higher education will be even greater.. Decrease in number of students that experienced by STEKPI for the academic year 2010/2011 be an indication it needs improvement in marketing activities undertaken by STEKPI. <br />
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In improving its marketing activities STEKPI need to consider internal and external factors that STEKPI had. With the acquisition results in the two-state analysis is the SWOT analysis will be conducted to find the root cause of the decline in the number of students in STEKPI. of the SWOT analysis carried out analysis to fix the root problems and generate appropriate business solutions. <br />
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To analyze the external conditions that affect STEKPI used Porter's Five Forces. In addition to using Porter's Five Forces in analyzing the situation in the higher education industry, consumer analysis needs to be done. The authors do an internal analysis done by using the method of marketing audits to check on the marketing activities undertaken by STEKPI in recruiting new students. Marketing audits carried out to see all the completeness of the marketing mix owned by STEKPI. <br />
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In implementing solutions to repair STEKPI marketing activities will be divided into two based on the length and magnitude of the effect of the solution will affect the image of STEKPI improvement in the public eye. Based on such distribution is the solution for repair of STEKPI divided into long-term solutions and short-term solution. In the short-term solution STEKPI need to do repairs on the promotional activity with the use of promotion activities in accordance with the value customers are looking for, evaluation and monitoring of promotional activities, processes for services that are not complicated and distribution that uses the internet with more appropriate media. As for the long-term solution with improvements in the design of the STP with the exact determination of the target, employees who can serve with a friendly and responsive, providing the product with the desired course of study the prospective customers, using a value-based pricing strategy and physical evidence with the repair site and network (LAN / WAN) needs to be done by STEKPI |
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