PROPOSED MARKETING STRATEGY OF ZEE - ZION LANGUAGE EDUCATION - (JAPANESE LANGUAGE CENTER)

• Main Author: Thea Laurentia, Debora
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46473
• Institution: Institut Teknologi Bandung

Japanese language is becoming attractive these days along with cooperation news between Japan and Indonesia is being spread out. However, Japanese language center is barely to be found in Bandung. Looking at this opportunity, ZEE tends to enter on the searching of what customers’ needs, what kind of business offerings that should be provided by the business, completed by proposed marketing strategy. The author applies exploration of internal and external analysis by using STP Model, Value Proposition Canvas, Business Model Canvas, 7P Marketing Mix Strategy, SWOT Analysis and TOWS Matrix, PESTEL Analysis, Porter’s Five Forces, and Competitor Analysis in order to obtain the appropriate service and marketing strategy. The language services that should be provided had been searched for by interviewing both inexperienced and experienced people in Japanese, and lead to the strategy of the business itself. From the interviews, it was truly appealing as each of services got their strategy mark as the business solution. Driven to the conclusion, when it turned out that this business should be focused on providing regarding to the conversation area, alphabetical and vocabularies area, and grammatically area, in terms of the service and the business offerings. Implementation plan, budgeting plan are getting to be conducted as well, as the supporting role of establishing a sustainable business beyond the future.