EVALUATION OF ‘MASUKPTN’ 2017 ENTRY STRATEGY INTO INDONESIA SBMPTN TRYOUT

• Main Author: AYUDYA 29115257, ORIEGA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23638
• Institution: Institut Teknologi Bandung

MasukPTN is an event organized by Alumni OSIS Indonesia, an organization which play its <br /> <br /> <br /> <br /> part in educational aspect and have reach in more than 20 cities all over Indonesia. As an <br /> <br /> <br /> <br /> organization which realize the importance of education in human life and also have <br /> <br /> <br /> <br /> responsibility to enrich the education of future Indonesian generation, Alumni OSIS Indonesia <br /> <br /> <br /> <br /> make a national-scale SBMPTN tryout which is MasukPTN. <br /> <br /> <br /> <br /> Alumni OSIS Indonesia realized that the current SBMPTN tryout didn’t reflect the real <br /> <br /> <br /> <br /> SBMPTN that the Indonesian government provides, the current SBMPTN tryout still held their <br /> <br /> <br /> <br /> event in a small scale such as school-wide, city-wide, region-wide, or province-wide while the <br /> <br /> <br /> <br /> real SBMPTN is having nation-wide scale. That is why Alumni OSIS Indonesia held <br /> <br /> <br /> <br /> MasukPTN National SBMPTN Tryout in much larger scale in 23 cities all over Indonesia to <br /> <br /> <br /> <br /> facilitate its participant to compete against each other nationally to get into universities thy <br /> <br /> <br /> <br /> desired. <br /> <br /> <br /> <br /> MasukPTN enter the market as a new comer, MasukPTN 2017 is a first national-scale event <br /> <br /> <br /> <br /> that Alumni OSIS Indonesia held, that is why MasukPTN needs to evaluate their entry strategy <br /> <br /> <br /> <br /> so that MasukPTN will remain the first choice for participants to ready themselves. <br /> <br /> <br /> <br /> In conducting evaluation, there are number of tools that is used in collecting datas, such as <br /> <br /> <br /> <br /> Porter Five Forces analysis on both local-scale tryout and national-scale tryout environment <br /> <br /> <br /> <br /> to know the driving factors of MasukPTN, 7P Marketing Mix, and resource analysis to know <br /> <br /> <br /> <br /> and evaluate MasukPTN internally within the event and organization, SWOT analysis, and <br /> <br /> <br /> <br /> also a national-scale questionnaire which responded by more than 2.000 respondents. <br /> <br /> <br /> <br /> The result of the analysis will be concluded, along with the prediction of future impact of both <br /> <br /> <br /> <br /> local and national scale SBMPTN tryout, and a strategy to mitigate MasukPTN weaknesses <br /> <br /> <br /> <br /> will be will be defined. It covers the evaluation of target market, promotion strategy, the <br /> <br /> <br /> <br /> differentiation from competitor, product pricing, customer reason to buy, competitor scouting, <br /> <br /> <br /> <br /> customer satisfaction and attachment, and also customer feedback and suggestion. <br /> <br /> <br /> <br /> Once the solution is defined, the author also stated what aspects that needs to maintain, stop, <br /> <br /> <br /> <br /> and enhanced further along with their timeframe and resource needed. The future possible <br /> <br /> <br /> <br /> defensive strategy also stated by the author to help MasukPTN face how the future market <br /> <br /> <br /> <br /> respond to MasukPTN and other possible new comers. Finally, the implementation plan based <br /> <br /> <br /> <br /> on the concluded analysis and strategy improvement also stated by the author to improve <br /> <br /> <br /> <br /> MasukPTN aspects such as marketing, human resource, and operation.