PROPOSED BUSINESS STRATEGY FOR TEST-ENGLISH SCHOOL

• Main Author: Mulia, Arsyandi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34129
• Institution: Institut Teknologi Bandung

The need for foreign language skills and abilities in the era of globalization is increasingly important. With the opening of the market for economic competition and the international participation of educational institutions, learning foreign languages is becoming an important capital for individuals in order to be able to compete and participate in the global market. The TEST-English School is established to answer community problems, especially in terms of English language skills. The TEST-English School is an English language course institution that was established in 2013 and operates in the Kampung Inggris area, Pare, Kediri, and East Java. With increasing public awareness of the need for English language skills and following the movement of responsive the industry of educational institutions, competition in the English language courses at Pare is increasingly competitive. This encourages the TEST-English School to continue to innovate and develop its business so that it can continue to survive and grow in the industry. This study conducted several analytical tests related to the TEST-English School business strategy model that has been conducted so far. By using SWOT, EFAS, IFAS and SFAS analysis tools, the author has identified several weaknesses in the old business model that can be improved and developed to maximize organizational performance. From the results of the analysis, the author has developed and proposed a new business st rategy model that is expected to improve organizational performance in the future. There are three aspects that need to be invested in improving performance: marketing, operations and finance. This business strategy model has also been supported by the results of the organization's financial projections which show that there are additional benefits that the organization can obtain by implementing this new business strategy model. From the results of the study, the authors can conclude that by investing in marketing, operations and financial aspects, the TEST-English School will get additional benefits and potential for growth in the future.