Marketing is a strategy or a way how to perform various activities for exchange between producers and consumers. In terms of education, marketing strategy and how to arrange for consumers willing to spend money they have to use the company’s products or services.
To be able to market their products properly, should start from the vision, mission and clear objectives to which the company wants to be directed. Vision, mission and purpose is usually to be started from management, which is then transferred to the employees.
Furthermore, companies must also analyze the various external factors that may affect the institution. External factors are the first Macro Environment. Macro environment here consists of the development of the population with all the nature and character.Other factors of macro environment is technology, where we also have to look at various technological developments that may be applied in our company.
The next factor of the macro environment is the rule the Government. In Indonesia, including unique, because the rules often change with the change of government ministers. Therefore, the anticipation of this rule is necessary for the company could be flexible in adapting to various changes in the rules.
After the macro environment, external environment that need to be considered is the map of the industry and competition. Companies need to map out who their competitors, both having the potential to compete directly or indirectly. Mapping of this condition will result in our competitors’ strengths and weaknesses, as well as see which aspects that could be used as a competitive advantage.
After seeing the conditions of competition, companies need to understand the consumer or customer. Understanding of the consumer, the values that they profess, and value added largely what they will really help the company to design products and services that are needed.
To be able to add value, companies must first know the tastes and needs of consumers as well. Usually done surveys or interviews with prospective customers about what their hopes and desires about the company.
Companies usually difficult to determine whether his company intended for upper middle class society or to lower middle.Companies from the beginning must determine where the agency is directed to the class.
By determining the intended target market, the company can provide an added value that a differentiator compared to its competitors. Added value is what is called as differentiation. With a strong differentiation, could be a weapon in the face of competition.
After the map of external conditions has been established, the company stayed thinking about what strategy the internal conditions that will be done to manage the company. The pattern of this internal strategic management, in marketing science is often referred to as the 4 P strategy is to manage products, pricing, distribution channels and promotion (product, price, place of distrbution, promotion).
The company’s products can be divided into two parts, ie the main product and product support. The main product is the teaching and learning activities with all the process. Because it is not finished goods, the process of teaching and learning activities are the main products that involve emotions and feelings of the learner as a consumer. Therefore, the main product for this well have created an enjoyable learning experience.
Companies must decide what products to suit customer needs.Customer needs survey needs to be done for a given product in accordance with their choice.
After determining what products to offer, next is to determine how the price paid by consumers. The main principle in determining price is necessary to calculate the overall cost. From there, just added to what percentage of profits that want to obtain for the benefit of development and count how many years would return on investment.
In terms of distribution, should also consider how the products we make will reach the consumers. Needs to consider whether the products we sell directly or entrusted to the distributors and agents for spreading. What is important is how these products get to the hands of consumers.
One of the factors that are important in marketing as the last of the 4P P is promotion. Promotion is a conscious effort to disseminate, information, and notification to the public about a variety of information, which is usually about the various products offered.Promotional activities involving various forms and variations that are very diverse. Just how the managers perform a variety of creative promotions in accordance with the needs and promotion budget provided.
The most traditional form of promotion is advertising. Advertising is the installation of the product information in various media and publications ranging from newspapers, magazines, tabloids, television and radio as well. Advertisement effectively reach a wide audience, but from the cost side does require a big budget. If it feels that the cost of advertising in mass media is big enough, they can apply another form that is with brochures, leaflets, and also banners posted around the area where the consumer is located.Thus, detailed information still can be obtained by our target customers.
Another effective way is through word of mouth promotion (word of mouth) in which one person gives an explanation to others because they felt good to get the benefits of your products or services used. This promotion is very effective because more people usually believe in what is said by relatives or friends who already feel it first.
In the end, any promotional activity within the company can not be effective if it is internally not take into account the quality of a company. With good quality products, added that wearing the communication, the activities of the company could run well.