The study of our group field project concentrates on the education industry and focuses more in marketing strategy. Global Reach (GR) is owned by PT Bhakti Edukasi Nusantara (BEN) and was established in 2001. GR faced problems of low intake and poor profitability since its operation in Bogor in April 2002. Facing this situation, we intended to identify the root of the problems and opportunities available for Global Reach's future business. We also re-visited, reformulated and developed strategies for Global Reach by studying current Global Reach's internal situation and external market conditions.



Based on our external survey and internal observation, we recommend GR to maintain its current campus in Bogor -as it is a conducive place to study -and at the same time expand its market, at later stage, to greater Jakarta areas. We also suggest GR to enhance its image and reputation, this factor plays an important role in influencing customer decision. Several areas that should be improved including setting higher quality output through good input and learning process; improvement of school ambiance as educational institution offering bachelor degree and development of GR website as active tools to communicate GR benefits. The name of GR shareholder as prominent people in IT business should also be leveraged for GR image and reputation.



To support the success of the company, we also suggest that GR to focus on specific target of market by developing a customer database for both parents and students. This database will also serve as feeder for marketing and feedback system, which is used to measure GR marketing effectiveness and to identify less marketing stages.



On the marketing side, we recommend GR to change its current positioning from offering diploma degree to bachelor degree. We also develop a new tag line and concept of consistent key messages for their target segment. In addition we emphasize GR to create its own unique selling point by using English language not only in teaching but also as conversation language.



Reseach Location: PT. Bhakti Edukasi Nusantara