Open AccessFormulasi Strategi Bersaing Prodi Magister Manajemen Universitas Pelita Bangsa Menggunakan Analisis SWOT & Matriks BCG
Author(s) -
Siti Awaliyati Deliabilda,
Muhammad Guntur,
Roby Lasut,
Hamzah Muhammad Mardi Putra
Publication year - 2021
Publication title -
master
Language(s) - English
Resource type - Journals
ISSN - 2723-701X
DOI - 10.37366/master.v1i2.227
Subject(s) - swot analysis , business administration , business , humanities , management , marketing , economics , philosophy
Tujuan penelitian ini untuk mengetahui posisi strategi, tingkat pertumbuhan pasar, dan pangsa pasar Prodi Magister Manajemen Universitas Pelita Bangsa. Alat analisis strategi yang digunakan adalah analisis SWOT dan BCG. Data penelitian dikumpulkan dengan metode wawancara kepada pimpinan terkait di lingkungan Universitas Pelita Bangsa. Hasil analisis SWOT menunjukkan bahwa Program Studi berada di kuadran agresif dan hasil matriks BCG berada di kuadran sapi perah. Strategi yang sesuai berdasarkan kedua hasil analisis tersebut adalah penetrasi pasar dan pengembangan pasar. Penetrasi pasar dilakukan dengan cara memperkuat posisi sebagai Program Studi berkualitas dengan biaya terjangkau dan peningkatan kegiatan promosi yang menonjolkan kelebihan Program Studi. Pengembangan pasar dengan cara memperluas target melalui website secara konsisten, informatif, dan userfriendly.
The aim of this study was to determine the strategic position, market growth rate, and market share of the Master of Management Study Program Universitas Pelita Bangsa. Strategic analysis tools used are SWOT analysis and BCG matrix. Data was collected by interview method to relevant leaders in Universitas Pelita Bangsa. SWOT analysis result show that the Study Program is in aggressive quadrant and BCG matrix result show the Study Program is in cash cow quadrant. The appropriate strategies based on both analysis result are market penetration and market development. Market penetration is carried out by strengthening its position as a Prodi with good quality and affordable costs and increasing promotional activities by highlighting the strengthening of the Study Program. Market development is expanding the target and managing the website consistently, informatively, and user-friendly.