Pengembangan Strategi Pemasaran IEC Bekasi Dalam Menghadapi Persaingan Pada Industri Jasa Kursus Bahasa Inggris

RIATMOKO, RIATMOKO (2011) Pengembangan Strategi Pemasaran IEC Bekasi Dalam Menghadapi Persaingan Pada Industri Jasa Kursus Bahasa Inggris. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

This study developed marketing strategy in the face of competition, as its object services industry English language courses IEC Bekasi Them ethod used is qua litative analysis , data collectio n methods are i n -depth interview s ( depth interview ) , lite rature review and observation through the mass media and the Internet. Formulation of m arketing strategy is a strategy th atau sesaderivative approach to strategic m anagem ent by using analysis tools IF AS. EFAS , Michael Porter's Five Forces Model . Marketing strategy , this study uses analysis STP ( segmentation , targeting , positioning) and m arketing m ix services a s well as tow s . Company 's internal and external factors t get the best strategy to use the TOWS analysis . R esult fro m th e analysis o f extern a l factors , IE C Bekasi have m ore opportunities than threats, while the analysis of internal factors IEC Bekasi have more weaknesses than strengths. Results from competitio nanalys is showed that IEC Bekasi an unfavorable competitive position. IEC Bekasi exp ected to develop marketing strategies in the face of competition in the English language service industry . Keywods : Strategies, Marketing , Services, IF AS , EFASE, Michael Porter 's F ive Forces M odel , STP , Marketing Mix, and TOWS.

Item Type:	Thesis (S2)
Call Number CD:	CDT-551-11-004
Call Number:	TM/51/12/023
NIM/NIDN Creators:	55108120028
Uncontrolled Keywords:	Strategi, Pemasaran, Jasa, IFAS, EFAS, Model Lima Kekuatan Michael Porter, STP, Bauran Pemasaran dan MPS, Manajemen pemasaran
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	Admin Perpus UMB
Date Deposited:	03 Aug 2012 11:52
Last Modified:	14 Oct 2022 07:51
URI:	http://repository.mercubuana.ac.id/id/eprint/38372

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