ANALISIS STRATEGI PEMASARAN DALAM MENINGKATKAN DAYA SAING DAN PENGEMBANGAN BISNIS PELATIHAN TEC ( PADA PT. TAKABEYA ENGINEERING CENTER, JAKARTA )
Abstract
Abstract. Penelitian ini bertujuan untuk menganalisis strategi pemasaran dalam meningkatkan volume pendapatan training Pelatihan TEC. Penelitian ini menggunakan metode deskriptif dengan pendekatan kualitatif. Instrumen akan terjun langsung ke lapangan untuk melakukan penelitian mulai dari Observasi, Wawancara, Focus Group Discussion (FGD). Unit analisis dalam penelitian ini adalah training Pelatihan TEC dan informan yang diteliti adalah direktur, marketing dan Trainer. Teknik analisis data menggunakan Analisis SWOT, IFAS dan EFAS. Pendapatan Pelatihan TEC dalam tahun terakhir menunjukkan fluktuasi. Pada bulan Februari, pendapatan hanya sebesar Rp34.824.128 karena keterbatasan pangsa pasar dan modal. Pada bulan Oktober, pendapatan meningkat sebesar Rp107.432.788 mencapai puncaknya karena produk sudah dikenal luas. Namun, pada bulan November, penjualan menurun . Peneliti menyimpulkan bahwa Pelatihan TEC memiliki strategi pemasaran yang kompetitif, namun promosi perlu ditingkatkan. Jaringan pemasaran sudah luas (meliputi Sekolah Teknik, Universitas, dan Perusahaan Engineering), namun sumber daya manusia dan modal masih terbatas. Kepuasan peserta dan kualitas training dinilai baik dan bisa diterapkan di dunia kerja.
Keywords: Strategi pemasaran; Training
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