Analisis strategi pemasaran untuk meningkatkan kepuasan dan kesetiaan pelanggan guna menghadapi persaingan bisnis pada bimbingan belajar Active Smart Madiun

Andini, Agnes Cintaria (2010) Analisis strategi pemasaran untuk meningkatkan kepuasan dan kesetiaan pelanggan guna menghadapi persaingan bisnis pada bimbingan belajar Active Smart Madiun. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

In this globalization era, the competition in education service business has been developing; therefore to enter the education business is accessible which causing tight competition and Active Smart Tutoring of Madiun need right strategies to encounter the competition. Formulation of the problems in this study consists of : (1) how was the compatibility of marketing strategy that applied by Active Smart Tutorial to enhance satisfactory and customer loyalty to encounter the competition (2) how was marketing strategy analysis that must apply by Active Smart Tutorial to enhance satisfactory and customer loyalty to encounter the competition? The purpose of this study are (1) to analyze the compatibility of marketing strategy that applied by Active Smart to enhance satisfactory and to encounter the competition (2) to analyze the marketing strategy that applied by Active Smart Tutoring to enhance satisfactory and customer loyalty to encounter the competition The data sampling technique have taken by using observation, questionnaire, documentation, interview and literature review. The subject of this research is management of Active Smart Tutoring. To market the service of this tutoring were needed preparation and mature strategy. Therefore, the analysis that consists of industrial competition analysis, mix marketing analysis and SWOT analysis has done. The SWOT analysis to find how is the company position and marketing strategy that should relevant or suit with marketing purposes. From Analysis SWOT review, it showed that Active Smart tutoring occupy second quadrant, it means there is internal force however it inhibited by a threat hence the strategy that used is diversification strategy The conclusion of this study implies that through mix marketing analysis, 5 competition strength and SWOT, Active Smart tutoring Madiun has certain superiority that able to use to encounter the business competition.

Item Type: Thesis (Masters)
Uncontrolled Keywords: The keyword for this study are marketing mix, five forces model of competition, SWOT analysis and diversivication strategy
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 26 Jun 2015 08:21
Last Modified: 26 Jun 2015 08:21
URI: http://repository.wima.ac.id/id/eprint/2860

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