Marketing Strategy Analysis of DJ Arie Public Speaking and Broadcasting School

Abstract

Increasing of internet technology make easy to do business, especially on public speaking and broadcasting industry. There are many public speaking and broadcasting institutions that compete each other. This phenomenon causes various consumer have choices in selecting public speaking training institutions. This Research aims to find, business strategies and marketing strategies of DJ Arie Public Speaking and Broadcasting School. This study used qualitative method. Data collection method was done by using in-depth interviewing and triangulation techniques. There are six people who interview consisting of two key people, one expert person and three additional people. The person was selected by purposive sampling and conducted with interview techniques. Data analysis techniques in this study consist of SWOT, internal and external environment analysis, marketing mix strategies. The result of the research obtained that DJ Arie has to implement of “grow and build” business strategy as well as marketing strategies in term of horizontal integration by collaborating business with other institution, market penetration to new demographic area and product development of DJ Arie Services.