Global Reach : The Road to Business Recovery

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Machsudi, Achmad and Siswantono, Budie and Suwito, Darmo and Hartono, Fanny and Setiawati, Lena and Santoso, SA (2004) Global Reach : The Road to Business Recovery. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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The study of aur group field projects concentrates on the education industry and focuses more in marketing strategies. 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, re-formulated 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 stages, to greater Jakarta areas. We also suggest GR to enhance its image and reputation, this factor plays an important role in influencing customer decisions. Several areas that should be improved including setting higher quality output through a 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 shareholders 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 the GR focus on specific targets of the market by developing a customer database for both parents and students. This database will also serve as a feeder for marketing and feedback systems, 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 degrees to bachelor degrees. 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 at school. In terms of pricing, we suggest GR to maintain the price while simultaneously increasing the quality of the school. On the communication planning of marketing strategy, we suggest that GR use key messages to communicate with students and parents; however the messages should emphasize different benefits as they have different needs. The market should be convinced of the GR message, then it should be strengthened by every day operations which are perceived as capable students with excellent learning processes and delivered by qualified faculty members.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Library > GFP (Group Field Project)
Depositing User: Putri Lumithasari
Date Deposited: 16 Jan 2020 08:37
Last Modified: 16 Jan 2020 08:37

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