STRATEGIC DECISION-MAKING FOR BUSINESS GROWTH AT PT. ICB: APPLYING TOWS, SPACE, AND SMART APPROACHES
This research aims to formulate a strategic plan to improve the competitive advantage of PT. Indonesia Cerdas Berkarakter (PT. ICB) by utilizing TOWS, SPACE, and SMART frameworks. PT. ICB operates in the highly competitive educational services industry, particularly in tutoring and preparatory progr...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/87781 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This research aims to formulate a strategic plan to improve the competitive advantage of PT. Indonesia Cerdas Berkarakter (PT. ICB) by utilizing TOWS, SPACE, and SMART frameworks. PT. ICB operates in the highly competitive educational services industry, particularly in tutoring and preparatory programs for college entrance exams. The study identifies critical internal strengths such as competent tutors, adequate facilities, and attractive programs, alongside weaknesses like inconsistent tutor performance and limited technological integration. External opportunities, including strong market demand and collaboration potential, are contrasted with threats like increasing competition and regulatory changes. Using the TOWS matrix, the study proposes strategies that leverage strengths to seize opportunities (SO), address weaknesses while capitalizing on opportunities (WO), and mitigate threats using internal strengths (ST). The SPACE matrix analysis places PT. ICB in the aggressive quadrant, indicating that the company should pursue growth strategies such as market penetration, service optimization, and technological advancement. The SMART method prioritizes the proposed strategies based on six criteria: service quality, market reach, technological adaptation, operational efficiency, customer satisfaction, and innovative marketing. The findings suggest that PT. ICB can enhance its competitive advantage by focusing on technology integration, expanding market presence, and improving tutor consistency through training programs. An implementation plan over twelve months outlines actionable steps such as launching digital platforms, initiating marketing campaigns, and optimizing operations to ensure sustainable growth and increased competitiveness in the education sector. |
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