Proposed Marketing Strategy for Kinderland Preschool
| Main Authors: | Gama, Aditiya; School of Business and Management, Institut Teknologi Bandung, Aprianingsih, Atik; School of Business and Management, Institut Teknologi Bandung |
|---|---|
| Format: | Article info eJournal |
| Bahasa: | eng |
| Terbitan: |
The Indonesian Journal of Business Administration
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/IJBA/article/view/4410 |
Daftar Isi:
- Early childhood period often referred to as the golden age of brain development. The human brain grows more quickly and more open to learning than any other time of life (Institute of Medicine and Council, 2000). Early childhood education (ECE) is an education level held before the primary education level. The purpose of early childhood education is to nurture children and preparing them before entering the next level of education. Indonesia classifies kindergarten school as the formal early childhood education meant for children age four to six years old.Kinderland Preschool Bandung (KPB) is a kindergarten school which provides early childhood education to children in Bandung. Kinderland itself is a school franchise from Kinderland Educare Services, a member of the Crestar Education Group Singapore. PT. ZXC is an education provider company which hold the franchise license to operate a Kinderland school in Bandung. Beside KPB, PT. ZXC also own Sekolah Bina Persada (SBP), a school which provides education from primary to high school level using the Cambridge Pathway. Over the last three years, student enrollment in KPB has not been up to its full capacity. The purpose of this study is to help KPB to achieve its student capacity by formulating a marketing strategy aimed to solve the problem. The study will try to resolve KPB’s business issue by analyzing the internal and external environment of the school to find the root cause of the problem. After founding the root cause, the author will propose solutions using the TOWS matrix as a guide. This study will also provide the implementation plan within one-year-period to help the decision-making of the school’s management. Keywords: marketing, early childhood education, business strategy