PROPOSED MARKETING STRATEGY FOR EDUKA SYSTEM (PT EDUKA TEKNOLOGI INDONESIA)

• Main Author: Indah Puspa Idham, Nur
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54615
• Institution: Institut Teknologi Bandung

Eduka System is a company engaged in the Education Technology industry. Eduka System provides services like tryout online tests and learning exercises. Starting 2019, based on the decision of the Indonesian government, all prospective students must do a computer-based test as a university entrance exam (UTBK). With this decision, a tryout test service for UTBK emerged so that students get used to taking tests online. Some business people have also begun to see opportunities in this service so many companies have also started providing online tryout services. This research is aimed to help Eduka System to increase the low retention problem by finding loyalty factors. Business analysis is conducted to obtain these factors, which consist of analyze external and internal factors, SWOT analysis, and root cause analysis. From external and internal analysis, it found many opportunities but also threats in the Education Technology industry. It also found that Eduka System has strengths and weaknesses to compete in the Education Technology industry. To make the SWOT analysis, external analysis should be combined with internal analysis. After SWOT analysis completed, this research continued to enter the SWOT into the root cause analysis. The conclusion of the business analysis is there are 4 factors that affect loyalty, the behaviour of users as multi-brand customers, the competitor who held tryouts when EdukaPTN do not, the competitor who have better products, features, and promotions, and the market leader who has other services aside their main services. To provide a solution of these four factors, strategies were established from TOWS analysis, which can divide the alternative strategies from each strength, weakness, opportunity and threat in SWOT analysis. The first strategy is to use the brand to introduce new products. This strategy is useful for increasing user loyalty, because new products can help users keep using the Eduka System. The second strategy is to maintain users by giving rewards and loyalty programs. This strategy is also to increase user loyalty, so that users feel appreciated for using the Eduka System. The third strategy is to ensure a strong foundation. This strategy is for brands so that they are not replaced by other competitors. With a strong brand foundation, it keeps users familiar with Eduka System, so they will continue to use it. The fourth strategy is to introduce a new market. This strategy helps the brand differentiate from other competitors so that brand value increases. The fifth strategy is to offer better value and features. This strategy is also to help increase brand value to be better than other competitors. And the last strategy is to improve the E-transaction system. This strategy helps improve Eduka System services so that users remain comfortable using Eduka System so that user loyalty increases. These strategies need to be implemented according to the planned schedule. These strategies aims to increase user loyalty at Eduka System so that the customer growth can grow significantly. These strategies also can increase the new users of Eduka System. Because the users are multi-brand customers, in addition to increasing user loyalty, the company also needs to have goals to increase new users. So even though user retention is low, the company can get revenue from new users.