PERENCANAAN STRATEGIS PEMASARAN UNTUK MENCIPTAKAN SUSTAINABLE COMPETITIVE ADVANTAGE (KASUS PADA PROGRAM STUDI MANAJEMEN PERHOTELAN UK PETRA DI SURABAYA)

Abstract

Competition among higher education is getting very strong. Educational institution must manage their organization well as a kind of business without leaving its essential aspect and must able to transform its organization to be the marketing company. By using SWOT analysis and IE Matrix, several recommendations are proposed, such as: choosing intensive strategy and conducting differentiation strategy by exhibiting unique combinations of knowledge, skill and attitude, completed with facilities that demonstrate the whole hotel atmosphere to achieve sustainable competitive advantage. Abstract in Bahasa Indonesia : Persaingan industri pendidikan tinggi semakin ketat. Institusi pendidikan harus mengelola organisasinya seperti layaknya suatu bisnis dengan tidak meninggalkan aspek idiilnya dan harus mampu mentransformasi dirinya menjadi marketing company. Dengan analisa SWOT dan IE-Matrix, disarankan beberapa hal, yaitu: strategi market intensive dilakukan melalui penetrasi pasar dan pengembangan pasar; mengembangkan strategi diferensiasi yang menunjukkan ciri sekolah perhotelan yang berbeda, yaitu kombinasi knowledge, skill, dan attitude yang unik dan dilengkapi dengan fasilitas yang menunjukkan suasana hotel di keseluruhan gedung perkuliahan sehingga mampu menciptakan sustainable competitive advantage. Katakunci: Marketing strategic planning, marketing, sustainable competitive advantage.