PROPOSED INNOVATION STRATEGY FOR EDULAB TO MAINTAIN AND SUSTAIN GROWING SALES

• Main Author: NURCAHYANI 29116015, ELIH
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26905
• Institution: Institut Teknologi Bandung

Education Laboratory, known as Edulab, is one of the tutoring for high school students who prioritize academic and psychological aspects. Edulab is one of the business units of PT Kreasi Edulab Indonesia. At present, Edulab has a target for growth and sustainability. To achieve these targets, a strategy that can be implemented in Edulab is needed. This study uses a strategic management process to formulate the right strategy so that Edulab can grow and be sustainable, pursue competitiveness, and get results above average. The stages in this strategic management process consist of scanning both external and internal environments, formulating strategies, and implementing strategies. <br /> <br /> Data sources used as primary and secondary data are focus group discussions, interviews, internet research, document reviews, and company reports. From the results of environmental scanning using SWOT analysis, there are several factors from the external and internal environment that affect Edulab's business such as marketing, location, government regulation, human resources and technology. <br /> <br /> Through the TOWS matrix analysis, focus group discussions and interviews, this research produces a strategy to make Edulab grow and be sustainable. The strategy is that Edulab conducts an strategic alliance with potential companies. This strategy consists of horizontal integration and vertical integration. Horizontal integration is done in two ways, namely expansion and innovation. Edulab expansion through the opening of 70 new branches for the next year. Edulab's innovation is done through opening IT courses, integrating business operations with digital systems and developing mobile applications. While vertical integration is done by Edulab in collaboration with supplier companies to pursue competitiveness, and get results above average. <br /> <br /> The implementation plan explains the activities of the strategy, which consist of activity schedules, responsible people, and budget estimates. The implementation plan of proposed strategic alliance provides a one-year program that can be adapted to the environment and business that may change in the future. <br />