PROPOSED MARKETING STRATEGY OF THE SENIOR HIGH SCHOOL FOR WELFARE FOUNDATION (YKWK)

• Main Author: IRHAMSYAH 29116044, MUHAMMAD
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29267
• Institution: Institut Teknologi Bandung

The competitive environment of PT Pupuk Kujang who chooses in subsidized and non-subsidized fertilizers is always changing. This causes the company to use the current conditions and continue to increase to peak competition. The company has assets and education centers that are currently not used and need to be used. There are several assets that are currently in business activities, but most of the others are. Companies need to know what is appropriate for using assets for schools. This research aims to help welfare foundation (YKWK) at PT Pupuk Kujang to analyze external and internal factors, SWOT analysis, and TOWS Matrix to include strategies. From external and internal analysis, it was found that there were many opportunities and threats in the education industry. It was also established that the education center at PT Pupuk Kujang had the strengths and weaknesses to compete in the education industry. External analysis must use internal analysis to make a SWOT analysis. The strategy used for TOWS matrix analysis, which can divide the strategies of each sector into the strength, analysis, and threats of PT Pupuk Kujang in the SWOT analysis. After analyzing the TOWS matrix, researchers asked for a strategy to answer the problems made by the welfare foundation (YKWK) at PT Pupuk Kujang. The first strategy was to develop high school for the education sector at PT Pupuk Kujang, the second was to develop competency for high school in PT Pupuk Kujang, and the superior development program for high school in PT Pupuk Kujang. Strategy to help welfare foundation (YKWK) at PT Pupuk Kujang to improve company image, increase assets and value of facilities, and staff atmosphere. Strategies used, the important thing is that the core of high school must work together with the core, namely facilities, expertise and networks to improve strategies. And has a uniqueness that must be distinguished; Language, Extracurricular, Academic, Teacher, and alumni profiles, and Religion and character formation.