Abstract:
Indonesia is facing the COVID-19 pandemic which has become one of the worldwide
pandemics that influences every security aspect of the nations, one of them is the
economy. The pandemic is influencing business in the world, one of it is the higher
education business in Indonesia. President University could not fully conduct itself in
terms of their academic ornon-academic activities, nor the marketing activities in order
to gain more students. It is alsoinfluencing the decreasing income in the business. Thus,
it is important to find the suitable strategy for President University in order to maintain
their position and competition among other universities in the market. This thesis is
going to analyze the strengths, weaknesses, opportunities and threats of President
University to find out the best marketing strategy. The analysis is going to be conducted
by using the PESTEL analysis, Porter’s Five Forces, SWOT, VRIO, Product and
Operations, Research and Development, Marketing Mix, IFE, EFE, SPACE Matrix,
Grand Strategy Matrix and QSPM Matrix. This thesis is also going to be explaining
about the competitive advantages of President University as well the implementation of
the analysis above. Whether President University is going to strengthen their internal
assessment, their digital marketing through social media and websites, or findingthe way
to attract their prospective students online or offline during the COVID-19 era. Whichis
also kind of “tricky” because the market of President University is the Generation Z that
has the evolving characteristics in which it is always moving forward as the world is
also changing due to globalization.
