Business Strategy for Kumon Ilham

Kumon Ilham is a franchisee of Kumon which locates in Duri, Riau. Kumon Ilham has been operating two subject class, Mathematic and English (EFL) since second semester in 2016. Kumon Ilham is one of several private course providers that exists in Duri city. Since the class opening in 2016 till 2018, the performance of Kumon Ilham in term of student number was stagnant. The stagnation of student number became the problem to Kumon Ilham in how to grow its position in local private course providers. In this research, analysis on external and internal environment of Kumon Ilham was conducted to identify the opportunities and threats that surrounds Kumon Ilham. Meanwhile the strengths and weakness which coming from inside of Kumon Ilham. The quantitative and qualitative analysis was conducted to profiling the characteristic of Kumon Ilham’s customer. The questionnaire was used in quantitative analysis which measured the satisfaction of customer on service quality delivered by Kumon Ilham and also customer behavior. The qualitative analysis coming from free feedback form from customer in term of suggestion and critics. The root cause of problem encountered by Kumon Ilham was concluded in a situational analysis using SWOT method. The SWOT listed the strengths, weakness, opportunities and threats for Kumon Ilham. The solution if terms of strategy was formulated in two level. The first level is strategy for business level which resulted from adopting TOWS matrix and Porter Generic Strategies. The TOWS matrix resulted six alternative strategies that Kumon Ilham might pursue, while the Porter Generic strategy directed Kumon Ilham to apply focused differentiation strategy. The second level is strategy for functional, marketing level which formulated from STP analysis and Marketing Mix. The strategy forces Kumon Ilham to consider moving to another location/building, perform localized marketing strategy and improved marketing thru online infrastructure. The implementation of strategies was breaking down into several set of actions that divided into two term planning, short and long term planning Keywords: kumon, business strategy, marketing mi