PROPOSED MARKETING STRATEGY FOR EPLC KAMPUNG INGGRIS BANDUNG

• Main Author: Dwi Wiranugraha, Andira
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45703
• Institution: Institut Teknologi Bandung

EPLC (English Prestasi Learning Center) is an English course institution with systems and learning methods has been influenced from several English course institution in Kampung Inggris Pare Kediri East Java. EPLC now focused on Bandung and aim to expand the current place or opening new branch in Bandung or to another city near Bandung, but there is an opportunity lost due to the overcapacity of the student. Expansion of the current place or searching new place to spread the branch is a viable option to cover this issue. Before that EPLC need to measure the success rate of opening a new branch in terms of marketing view using the feasibility study method. This research focuses on determine the preferences that affect the customers to join an English course, determine prospective of EPLC to open new branch based on feasibility analysis and creating marketing strategy for EPLC. The marketing strategy formulation in this study begin with scanning ELPC's external and internal environment. The author also conducting consumer analysis based on feasibility study to measure the success rate in EPLC plan of opening the new branch. The next step is analyze the relationship between 7p marketing mix and purchase intention using multiple regression analysis. The result is place and physical evidence have significant impact to customers purchase. SWOT analysis based on external and internal analysis will be analyzed using the TOWS matrix to determine the alternative strategies for EPLC. Based on TOWS matrix analysis customers demand, create Work contract and create promo discount. EPLC's new marketng strategy then changed into an implementation plan. This implementation plan will help EPLC to solve is issues and increase thr opportunities in attracting more consumer. In the end, this implementation plan will help EPLC to reach its goals to become a leading and trusted English institution.