PROPOSED MARKETING STRATEGY FOR INTERNATIONAL SCHOOLS (CASE STUDY IN PENABUR INTERNATIONAL SCHOOL)

• Main Author: Burton, Ray
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46720
• Institution: Institut Teknologi Bandung

Indonesia is a country with the fourth largest population in the world with a population of 264 million. As one of the developing countries in the world, Indonesia strongly emphasizes the importance of education as a support to improve the quality of human resources on which a nation's foundation can change from a developing country to a developed country. The problem in this research is that there are currently many educational institutions that are established, but the number of students is getting smaller. This resulted in educational institutions competing with each other to get many students. If the school can compete, it will get a lot of students. However, if they cannot compete with others, the school will get a small number of students, even many will be closed because there are no students. The number of students in the Penabur International School has decreased every year, even in 2019 the total number of students is only 35. However, the school continues to try at all costs to increase the number of students. One way is through the formulation of the right marketing strategy. The purpose of this research is to create an appropriate marketing strategy for international schools. Data collection in this final project is based on quantitative methods by distributing questionnaires to a number of respondents randomly with specific conditions. The conceptual framework used in this final project is based on several theories and analyzes, both internal analysis of the Penabur International School itself or externally from outside the Penabur International School. The results of the analysis will conclude in the formation of a new strategy. The solution given at the end of this final project is the submission of a new marketing 5 strategy in increasing the number of student admissions each year at the Penabur International School. There are proposals for the procurement of new programs, digital changes for marketing promotions in conducting campaigns to provide maximum effect in improving inadequate image, proposals for further improving the internal system of school accreditation, and ways to be aware of existing threats by increasing strength and opportunities that exist to further develop external effects in the world of education are some of the results that can be done by the Penabur International School to gain a competitive advantage compared to other schools. In conclusion, the Penabur International School based on the study conducted is advised to make developments both minor and major. Developments in the aspects of place, price, and human resources are things that must be developed in a minor way, while products, ways of promotion, buildings, and processes are aspects that must be major development. From that, the author suggests several proposals for development and include a timeline so that development planning can be done optimally and effectively.