Ici

As there are more and more growing needs in the market especially in educations, Inti College Indonesia positioned themselves as a higher learning education institute that provide overseas quality of education at an affordable cost. Inti College Indonesia itself or also known as ICI is a part of the Inti International Group of Colleges that is an international well-known institution with many campuses exists around the world in Malaysia, China, Thailand, Indonesia, and Hong Kong.

Although Inti College already proved their reputations and recognized in the worldwide but still as the marketing manager of ICI, I want to make ICI as the best place for study. With all the strengths and weaknesses that ICI have I will try to turn over all the weaknesses into strength and also the threats into opportunities.

The marketing plan itself will first begin with environmental analysis of ICI's current situation respect to the marketing environment, target market and the objective. Second will be SWOT analysis of ICI. Continued with marketing objective, strategies, implementation, and last is marketing evaluation and control.

Environmental analysis

Environmental factors can be split into two, external and internal. External (such as economic, competitive, political, technological, and socio-cultural) is related to the factors outside the environment. For competitive, there are exist monopolistic competition in the environment. Many competitors attempt to develop a marketing strategy to differentiate what they are going to offer from what ICI did. Price is one important element that they monitor. For economic, as Indonesia is in recovery stage right now, ICI get positive impact through this. The number of new students entering ICI is getting increased due to increasing income and buying power of their parents. In socio-cultural, people nowadays are influenced by the society and its culture that bring about changes in attitude, beliefs, etc. When people have believed that getting degree from overseas can become an advantage for their future due to quality of education, easy to get job, high salary, etc, they will more concern to choose international education services like ICI. For politic, as long as we provide the good quality of education to the Indonesian consumer and the consumer are welcome, they are unlikely to create restrictive laws. Last is technological factor. In this globalization era, there have been good revolutions of technology in communication. More advances, modern and technological tools will affect people in choosing colleges.

For internal environmental factors that came from inside the environment, first is on the market. ICI is having little difficulty to reach their market, serve it efficiently and on a socially responsible scale. In the capacity of equipment, what ICI have are limited and also the equipment is not too advanced as other competitors have. This must be concern on very well. Last is on the board of directors and other department, which may affect the marketing decisions and market choices. Lack of expert staff that ICI have is one of the problems that are faced on.

Nowadays, most people are interested in searching the best quality of education but there still lack of educational services exists here. People are believed that education from overseas is better than the one in Indonesia. Many factors have proved it, such as by the degree from overseas, we can easily find a job, with high salary and many companies also are prefer to hired people with overseas degree due to their experience, good English, more training, etc. The target markets are very wide as so many fresh graduates every year and I believe for the next few years the colleges/international universities will be dominated and preferable by the target market. To anticipate the changes in needs, the most important thing to do is to maintain the good quality of education and to listen to the market needs and consider it, if it is possible to do and give advantage then do it.

As what ICI already done so far, ICI experienced a decline in the number of students due to the inconsistent objective and not really good performance shown in relation to marketing environment of the educational industry.

SWOT analysis

Strengths

ICI have many strength as competitive advantage, such as strategic location, affordable cost, well-qualified lecturers, offer degree from overseas and credit transfer program, small class of study, used English as communicated language.

Weaknesses

The weaknesses that ICI faced on include the small number of students, facilities that are careless, unorganized management system, and the non high technology used.

Opportunities

Inti acted quickly to open ICI based on the reality that there are lots of Indonesian people interested in overseas degree but still small number of institutions in Indonesia that provide it especially in affordable cost like ICI.