GROWTH STRATEGY FORMULATION FOR SMALL AND MEDIUM ENTERPRISE IN KAMPUNG INGGRIS INDONESIA (CASE STUDY IN TEST ENGLISH SCHOOL)
The growth of alternative English study learning in Indonesia can be determined by signally developing of Kampung Inggris Pare, in East java. The small district located in Pare-Kediri (East Java) known as Kampung Inggris. The location provided by many English Institutions (Formal and Non-formal...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/41123 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The growth of alternative English study learning in Indonesia can be determined by signally
developing of Kampung Inggris Pare, in East java. The small district located in Pare-Kediri
(East Java) known as Kampung Inggris. The location provided by many English Institutions
(Formal and Non-formal Education), in 2000 English Village had 20 institutions and
increase of up to 145 institutions in 2015 until the location is estimated to be more than
hundreds in 2018. Test English School is an alternative English course program that focuses
on standardized English language tests preparation (TOEFL and IELTS) and scholarship
coaching, located in Kampung Inggris. Since its establishment in 2013, TEST English
School alumni have gone all over the globe to work abroad or to pursue higher education at
master and doctoral level. The revenue report indicates that the growth of business runs in
promising from 2013-2017 with significantly desired result, until 2018 profit shows the
decreasing revenue. The management on the yearly report provided the potential issues to
handle based on the analysis from 2018 condition. The company needs an insight to analysis
current condition of the business from internal and external related to revenue decreasing in
order to develop strategy for 2020. The research objective is to formulate an appropriate
strategy in order to increase Test English School market share and revenue in Kampung
Inggris, Pare
The business solution process utilizes all data from Internal factor, External factor, SWOT
analysis, and Root cause analysis that will provide input in strategy formulation. The result
from SWOT quantification will determine Test English School’s position based on the
calculation from Internal and External data. The overall analysis based on SWOT determined
that company in Quadrant I (Growth Strategy) position. Six growth strategies will be
formulate on this research for Test English School case and followed by the analysis for each
strategies until implementation plan |
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