RE-DESIGN EDULAB PADANG MARKETING STRATEGY

• Main Author: Rizkita Putri Abdurachma, Nadya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/39528
• Institution: Institut Teknologi Bandung

The competitiveness in Selection of Joint Entrance State University (SBMPTN) keep increasing over the years. EDULAB Padang positioned their business to catch the market from the increasing trend of competitiveness in SBMPTN as a non-formal education consultancy firm. As EDULAB Padang is still new in Padang education industry, and also due to the high competition, EDULAB Padang is struggling in establishing their brand and it shows in their financial performance. In order to be a sustainable and thriving business entity, EDULAB Padang need an effective marketing strategy that can solve their performance issue. The purpose of this research is to evaluate EDULAB Padang business situation and redesign their marketing strategy based on the analysis using qualitative and quantitative methods. In forming and designing the new marketing strategy, a consumer-based analysis is conducted. Consumer Decision Journey (CDJ) framework is used to map out consumers touchpoints. The data findings than analyze and utilize by SWOT analysis to then put into TOWS matrix to generate the suitable marketing strategy based on the business situation. From the CDJ framework, it is found that EDULAB Padang brand is yet included into their market initial awareness. At the same time it is also found that EDULAB Padang have features that are preferable by their consumers, but these features are yet utilize to its potentials. It is also found that their promotion is still ineffective and fail to deliver their strengths. A thorough marketing strategy re-design focusing on consumer powers, by utilizing the CDJ framework and loyalty loop is being proposed to solve the business issue.