BUSINESS STRATEGY FOR KUMON ILHAM

• Main Author: Ramadhan, Rohul
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/50104
• Institution: Institut Teknologi Bandung

Kumon Ilham has been operating for up to four years since 2016 and becomes alternative choice for parents and students who want to excel their skill in Mathematic and English language using Kumon method. The steady student number for both new comers and existing was impacted by dynamics of challenges and constraints faced by Kumon Ilham. In this research, the external environment was analyzed using PESTL framework to have insights that influencing Kumon Ilham from factors politic, economy, sociocultural, technology and law. Using Five Porter forces framework to identify the position of Kumon Ilham in private course provider industry. The position of Kumon Ilham among its competitors were map in to identify its relative position to existing local competitor and potential entry competitor in the future. Performing external analysis resulted list of opportunities and threats that surrounding Kumon Ilham. Meanwhile, the internal strength and weakness of Kumon Ilham was obtained through value chain analysis and resource-based view (VRIO) framework. The student characteristics exploration was performed quantitively and qualitatively. The quantitative measurement was focusing on satisfaction of service quality delivered by Kumon Ilham and customer behavior. Accompanying quantitative measurement, suggestions and critics from customers were collected as qualitative measurement form. Opportunity, threats, strength and weakness was composed in a situational analysis which called SWOT. The SWOT was intended to identify the root causes of business issue which Kumon Ilham has been facing since its operating. The strategy solutions for business level was formulated using TOWS matrix and Porter Generic strategy. Moreover, the functional strategy level, marketing strategy was formulated using segmenting, targeting and positioning (STP) approach and marketing mix 4As. The implementation plan was divided to short-term and long-term plans. The short-term plans are executable within six months period. Meanwhile the long-term plans are executable requiring more than six months period