Abstract
Increasing competition among private school, vocational school and high school to get new students every year makes a lot of private school arrange strategies in meeting the needs. Purposes of this study are 1) To determine external and internal factors of Private Senior High School X in Bandung. 2) To know the marketing strategy of Private Senior High School X in Bandung to increase the number and quality of graduate students and to identify strengths, weaknesses, opportunities, threats that could face competition and market needs, 3) To know how marketing strategy of Private Senior High School X Bandung by segmenting, targeting, positioning and marketing mix to improve students and quality of graduates. The results showed that external environmental factors have high appeal while internal factors have power that is quite low on increasing the number of students and graduates quality. Private Senior High School X in Bandung must implement strategies to improve the schools’ quality by improving the quality of learning process, human resources, facilities and the promotion of external and internal aided with featured extra. Therefore, we are able to expect an increasing number of students and graduates’ quality year to year.
Highlights
One of the functions of a Nation is the Nation’s intellectual life
The results showed that external environmental factors have high appeal while internal factors have power that is quite low on increasing the number of students and graduates quality
Research propositions expressed as followed: “Having obtained the right marketing strategy based on internal and external factors as well as marketing programs can be implemented in Private Senior High School X in Bandung, it is expected there will be an increase in the number of students and the quality of graduates.”
Summary
One of the functions of a Nation is the Nation’s intellectual life. Pasal 31 UUD 1945 stated that every citizen is entitled to education. The aims are (1) to improve the quality of education including providing the opportunity for every teacher to continue their education to Master Degree in order to improve their knowledge and ability, (2) to increase the infrastructure procurement of projector in every classroom to facilitate learning activities for students, and (3) to improve human resources; both teachers and students with a learning process based on science and technology. The marketing strategy both internally and externally is basically needed to promote the school to any public or private junior high school performing on each admission of new students. These strategies have not already shown either increasing number of students or graduates’ quality
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