Perumusan strategi pemasaran pada iq education dengan menggunakan IFE matrix, EFE matrix dan swot matrix = Formulation of marketing strategy in IQ education using IFE matrix, EFE matrix and swot matrix

Austin, Melvin (2020) Perumusan strategi pemasaran pada iq education dengan menggunakan IFE matrix, EFE matrix dan swot matrix = Formulation of marketing strategy in IQ education using IFE matrix, EFE matrix and swot matrix. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan ilmu pengetahuan di sekolah merupakan hal yang sangat penting bagi sebagian besar anak-anak di Indonesia, terutama di sekolah yang memiliki Kriteria Ketuntasan Minimal (KKM) yang tinggi. Untuk memenuhi kebutuhan tersebut, banyak lembaga bimbingan belajar yang muncul dan bersaing dalam menyediakan jasa bimbingan belajar. IQ Education sebagai salah satu lembaga bimbingan belajar kesulitan mendapatkan murid baru sehingga target murid tidak tercapai oleh karena itu IQ Education perlu merumuskan strategi pemasaran yang tepat untuk meningkatkan jumlah murid. BMC (Business Model Canvas), IFE (Internal Factor Evaluation) Matrix, EFE (External Factor Evaluation) Matrix dan SWOT (Strengths, Weaknesses, Opportunities, Threats) Matrix adalah alat yang digunakan untuk analisis penelitian. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada konsumen dan manager dan wawancara kepada manager. Penentuan posisi strategi perusahaan menggunakan diagram Cartesius. Total skor tertimbang untuk matrix IFE adalah 2,971 yang berarti kuat secara internal dan total skor tertimbang matrix EFE adalah 3,440 yang berarti perusahaan memanfaatkan peluang dan menghindari ancaman dengan baik. Dari diagram kartesius didapatkan bahwa perusahaan berada dalam strategi SO dan terdapat 5 usulan yang dapat diterapkan yaitu mengikuti bazar dan festival terkait dengan edukasi yang ada di daerah PIK dan sekitarnya, meningkatkan promosi tentang kelebihan bimbingan belajar melalui jasa iklan pada media sosial, mengadakan kegiatan pembelajaran diluar bimbingan belajar, memberikan keringanan kepada konsumen baru berupa potongan harga untuk menarik konsumen lebih banyak dan melakukan continuous improvement dalam menaikkan image IQ Education. BMC baru dibuat untuk melihat perubahan yang terjadi dengan adanya usulan strategi yang diterapkan. / The development of science in schools is a very important thing for most children in Indonesia, especially in schools that have a high Kriteria Ketuntasan Minimal (KKM). To meet these needs, many tutoring tnstitutions have emerged and competed in providing tutoring services. IQ Education as a tutoring institution experiences have a difficulty in getting new students causes the number of targeted students is not reached. Therefore, IQ Education needs to formulate an appropriate marketing strategy to increase the number of students. BMC (Business Model Canvas), IFE (Internal Factor Evaluation) Matrix, EFE (External Factor Evaluation) Matrix dan SWOT (Strengths, Weaknesses, Opportunities, Threats) Matrix are a tool used for research analysis. Data collection is done by distributing questionnaires to consumers and managers and interviews to managers. Determining the position of company's strategy by using Cartesius diagrams. The total weighted score for the IFE matrix is 2,971 which means that it is strong internally and the total weighted score of the EFE matrix is 3,440 which means the company makes good use of opportunities and avoids threats well. From the Cartesius diagram it is found that the company is in the SO strategy and there are 5 proposals that can be implemented, which are taking part in bazaars and festivals that related to education in PIK and surrounding areas, increasing promotion of the advantages of tutoring through advertising services on social media, conducting learning activities outside tutoring, providing relief to new consumers in the form of price discounts to attract more consumers around and make continuous improvement inside or outside of tutoring in raising the IQ Education’s image. New BMC is made to see the changes that occur with the proposed strategies implemented.

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