PROPOSED STRATEGIC MARKETING INITIATIVES FOR AN OVERSEAS EDUCATION CONSULTANT IN INDONESIA (CASE: YES STUDY INDONESIA)

• Main Author: Putri Kartika, Allegra
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65681
• Institution: Institut Teknologi Bandung

Yes Study Education Group is an overseas educational consultancy, or agency, that was established by international alumni in 2016 and is headquartered in Toronto, Canada. Yes Study has branches and experienced consultants in various countries such as Vietnam, Thailand, the Philippines, Indonesia, and Latin America to take care of international students in broader parts of the globe. For the purpose of this final project, the research of this study is meant to help the Yes Study brand in Indonesia specifically to develop the best possible marketing strategy to enhance its sales, which is mainly counted by the number of student enrollments per year. To propose the best suitable strategic marketing initiatives for Yes Study Indonesia, the author started by analyzing the external environment (using PESTEL, Porter’s Five Forces, Competitor Analysis, and Customer Analysis) and the internal environment of the business itself (using STP analysis, Service Marketing Mix, and Resource-Based View with the VRIO framework). SWOT analysis was then used to summarize the internal and external analysis and define the company’s strengths, weaknesses, opportunities, and threats. The quantitative research method was conducted with the 163 survey questionnaire respondents to be analyzed to understand the point of view of potential customers toward studying abroad and the use of overseas educational agencies. Meanwhile, in-depth interviews were conducted with the management, staff, past students, and parents as a qualitative research methodology. The formulated marketing strategy would be built based on the SWOT Matrix and used the Ansoff Matrix to guide the growth strategy for the business. The proposed marketing strategy for Yes Study Indonesia included enhanced STP (Segmentation, Targeting, and Positioning) and Service Marketing Mix (7 Ps).