IDEAS home Printed from https://ideas.repec.org/a/rbs/ijbrss/v11y2022i5p432-438.html
   My bibliography  Save this article

Does marketing strategy support the sustainability of the school industry? A case study in Indonesia

Author

Listed:
  • Cesya Rizkika Parahiyanti

    (Management Department, Universitas Negeri Malang, Indonesia)

  • Rosa Nurmalita

    (Management Department, Universitas Negeri Malang, Indonesia)

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. Key Words:Preschool, marketing strategy, marketing mix, case study

Suggested Citation

  • Cesya Rizkika Parahiyanti & Rosa Nurmalita, 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), Center for the Strategic Studies in Business and Finance, vol. 11(5), pages 432-438, July.
    • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:5:p:432-438
    DOI: 10.20525/ijrbs.v11i5.1878
    as

    Download full text from publisher

    File URL: https://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/1878/1360
    Download Restriction: no
    File URL: https://doi.org/10.20525/ijrbs.v11i5.1878
    Download Restriction: no
    File URL: https://libkey.io/10.20525/ijrbs.v11i5.1878?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Olga V. Dybina, 2017. "Institutional Environment as a Tool of Educational Services Development," Contributions to Economics, in: Elena G. Popkova (ed.), Overcoming Uncertainty of Institutional Environment as a Tool of Global Crisis Management, pages 199-205, Springer.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.

      Corrections

      All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rbs:ijbrss:v:11:y:2022:i:5:p:432-438. See general information about how to correct material in RePEc.

      If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

      If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

      If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

      For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ssbffea.html .

      Please note that corrections may take a couple of weeks to filter through the various RePEc services.

      IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.