TA DIGITAL
Strategi generik dalam menghadapi persaingan di Indonesia waralaba internasional lembaga khusus Bahasa Inggris English first (EF) Semarang
In this globalization era, people can easily find many kinds of products produced to fulfill the needs of human lifestyles ranging from national brand until international brand. So, it also happens in the business of running English training center. English training center is one of human’s needs nowadays to face the future life. EF English First is one of international franchise of English training center in Indonesia from Sweden. EF English First had the first position at franchise Top of Mind in learning English according to “Info Franchise Indonesia” magazine, in February 2011. In facing the competition in Indonesia, it uses the generic strategy that defends market share in Indonesia and EF English First Semarang is one of franchisee of this company in Indonesia.
The purposes of the final project were to know the business position of EF Semarang, to know the performance of generic strategy at EF Semarang, and to know the development of the total customers at EF Semarang.
The method of writing this final project was descriptive analysis. The sampling technique in this research was purposive sampling. The methods of data collection were interviews, observation, questionnaires, and literature studies. This research used the instrument of SWOT analysis.
The results showed that business position of EF Semarang was in quadrant 1 meaning that EF Semarang had a good position to move and be agresive. Besides that in doing generic strategy, the English Training Center used the differentiation strategy and focus strategy. The total customers from 2008 up to 2011 showed continuing increase. 2011 showed continuing increase.
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