Does marketing strategy support the sustainability of the school industry?

A case study in Indonesia

Authors

  • Cesya Rizkika Parahiyanti Universitas Negeri Malang
  • Rosa Nurmalita

DOI:

https://doi.org/10.20525/ijrbs.v11i5.1878

Keywords:

preschool, marketing strategy, marketing mix, case study

Abstract

The competition in the early childhood education industry is getting tougher with new preschools with various types and innovations on offer. This exploratory research reviews the situation and condition of preschools in Indonesia with a qualitative approach based on case studies. Secondary data collection and interviews with millennial mothers were carried out to support the existing data to analyze the gaps in the marketing strategies used by preschools with expectations in the community. The results of this study indicate that preschools must understand the current needs of their prospective customers, especially millennial mothers who currently have great potential to become their primary target market. The strategy used can depart from the marketing mix analysis, such as optimizing the school's website and social media as a reference communication medium for parents in choosing a preschool for their children.

Downloads

Download data is not yet available.

References

Anggita, V. (2019). Republika.co.id: Metode Sentra Kembangkan Multiple Intelligences Anak: https://www.republika.co.id/berita/q2lk8n184990951521000/metode-sentra-kembangkan-multiple-intelligences-anak

Barbarin, O.A., McCandies, T., Early, D., Clifford, R.M., Bryant, D., Burchinal, M., Howes, C., & Pianta, R. (2006) Quality of Prekindergarten: What Families Are Looking for in Public Sponsored Programs, Early Education and Development, 17:4, 619-642, DOI: 10.1207/s15566935eed1704_6

Caesaria, S. D. (2021). Kompas.com: Tren Partisipasi Jenjang PRESCHOOL hingga Kuliah Menurun: https://www.kompas.com/edu/read/2021/07/15/120000671/riset--tren-partisipasi-jenjang-preschool-hingga-kuliah-menurun?page=all

Dahari, Z.B., Ya. MSB. (2011). Factors that Influence Parents’ Choice of Pre-Schools Education in Malaysia: An Exploratory Study. International Journal of Business and Social Science. 2(15), 115-128

Dybina O.V. (2017) Institutional Environment as a Tool of Educational Services Development. In: Popkova E. (eds) Overcoming Uncertainty of Institutional Environment as a Tool of Global Crisis Management. Contributions to Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-60696-5_24

Hasibuan, L. (2019). CNBC Indonesia:Tren Sekolah TK & Preschool Puluhan Juta Rupiah, Ini Sebabnya!: https://www.cnbcindonesia.com/lifestyle/20190707180946-33-83212/tren-sekolah-tk-preschool-puluhan-juta-rupiah-ini-sebabnya

Ishmuradova, I.I., Kamasheva, Y.L., Khanmurzina, R.R., Borysova, O.V., Makarov, A.L., Denisova, R.R., Kora, N.A. (2020). Marketing Approach in Educational Institutions Management: Transformation and Development Management. Journal of Environmental Treatment Techniques, Volume 8, Issue 4, Pages: 1304-1308, https://doi.org/10.47277/JETT/8(4)1308

Jalongo, M. R., Fennimore, B. S., Pattnaik, J., Laverick, D. M., Brewster, J., & Mutuku, M. (2004). Blended perspectives: A global vision for high-quality early childhood education. Early Childhood Education Journal, 32, 143–155

Kindergarten, T. T.-P. (2019). https://www.expat.or.id/. Retrieved Oktober 29, 2021, from Choosing a Preschool: https://www.expat.or.id/info/preschool.html

Kotz, P. E. (2016). Reaching the Millennial Generation in the Classroom. Universal Journal of Educational Research, 4(5), 1163–1166. https://doi.org/10.13189/ujer.2016.040528

Krupicka, R. (2005). The Case For Pre-School: Universal Preschool Access. Diakses melalui http://radio.weblogs.com/0116176/stories/2006/10/05/theCaseForPreschool.html

Lareau, A. (2003). Unequal childhoods: Class, race and family life. Berkeley: University of California Press

Lisnawati, D., Bastaman., A., Kanto, R.D.S. (2018). The Effect of Marketing Mix and Lifestyle to Customer’s Loyalty through Buying Decisions: A study of customer’s loyalty in Daycare and Preschool Services, International Journal of Novel Research in Education and Learning, Vol. 5, Issue 4, pp: (113-117)

McDaniel, C., Lamb, C.W. Jr., & Hair, J.F.Jr.(2006). Introduction to Marketing (8th Ed.). Ohio: Thomson South-Western

Nurdiansyah, R. (2020). Republika.co.id: PRESCHOOL Jadi Tempat Dasar Pendidikan Karakter Anak: https://www.republika.co.id/berita/q5zloe430/preschool-jadi-tempat-dasar-pendidikan-karakter-anak

Puspita, R. (2021). Republika.co.id: Jumlah PRESCHOOL Mencapai 160 Ribu: https://www.republika.co.id/berita/r0k330428/menko-pmk-jumlah-preschool-mencapai-160-ribu

Rahadi, F. (2021). Republika.co.id:Wujudkan Pemerataan Pendidikan, Sekolah PRESCHOOL Gratis Dirilis: https://www.republika.co.id/berita/qry8i9291/wujudkan-pemerataan-pendidikan-sekolah-preschool-gratis-dirilis

Rashid, Y., Rashid, A., Warraich, M.A., Sabir, S.S., Waseem, A. (2019). Case Study Method: A Step-by-Step Guide for Business Researchers. International Journal of Qualitative Methods, 18, 1-13

Sihto, T. (2015). Choosing to work? Mothers return-to-work decisions, social class, and the local labor market. Nordic Journal of Working Life Studies, 5(3), 23-40

Wicaksono, A. R. H. (2020). CNN Indonesia: Minat Ortu Daftar Anak ke PRESCHOOL Disebut Turun karena Corona: https://www.cnnindonesia.com/nasional/20200707152324-20-521855/minat-ortu-daftar-anak-ke-preschool-disebut-turun-karena-corona

Downloads

Published

2022-06-29

How to Cite

Parahiyanti, C. R., & Nurmalita, R. (2022). Does marketing strategy support the sustainability of the school industry? A case study in Indonesia. International Journal of Research in Business and Social Science (2147- 4478), 11(5), 432–438. https://doi.org/10.20525/ijrbs.v11i5.1878

Issue

Section

Teaching, Learning & Higher Education Institutions