STRATEGI MULTI-KAMPUS INSTITUT TEKNOLOGI BANDUNG (ITB) BERDASARKAN ANALISIS PASAR DI SUMATERA

• Main Author: RIZAL SAMUELSON (NIM : 29109387); Pembimbing : Dr. Ir. Mustika Sufiati Purwanegara, M.Sc., SANTO
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19425
• Institution: Institut Teknologi Bandung

Bandung Institute of Technology, or Institut Teknologi Bandung (ITB) in Indonesia term, is one of the Institutes of higher education that have a good reputation in Indonesia. Established in 1920, ITB has becomes the best college that focused on science and technology in Indonesia. Since many years ago there are a lot of high school students come from over the regions in Indonesia were interested to continue their level of study to ITB. One of the regions is Sumatera; traditionally have a sizable portion of the ITB students’ composition from year to year. <br /> <br /> <br /> <br /> <br /> Since many years ago ITB, located in Bandung, get many high achievements both nationally and internationally, and by looking at market potential is certainly there is an opportunity to open a branch in Sumatera or well-known as a multi-campus strategy. Before multi-campus to be implemented, it requires some analysis to determine the situation of university competition in Sumatera and to measure how potential the opportunity to implement multi-campus strategy in Sumatera. <br /> <br /> <br /> <br /> <br /> In term of internal factor analysis, SWOT analysis approach would be conducted. In term of external factors analysis and to analyze the existing competitors in Sumatera, it using Porter five forces analysis. After that continue to analysis the potential consumers in Sumatera to get know the wants and needs as well as other relevant matters in university selection process for them. <br /> <br /> <br /> <br /> <br /> Results from survey that conducted by involving high school students, parents, and teachers shows there are high enthusiasm to continue their educational level to university especially to pursue to ITB. Engineering / Technology, Informatics/Computer Science, and Basic Sciences (IPA) are the most popular field of study for high school students in Sumatera and have a great opportunity in market portion whether multi- campus ITB in Sumatra actually be implemented. Strategy formulation also can be aimed to create appropriate STP (Segmenting, targeting, and positioning) and marketing mix of ITB in Sumatera. Promotion, specifically marketing communication, is the most important element in terms of marketing mix for the implementation of multi-campus strategy considering multi-campus strategy is relatively new in higher education industry.