ELTI Gramedia Strategy Analysis to Enhance Competitive Advantage in Non-Formal English Education Industry

The extend use of english and the easiness in finding english institution in Indonesia proved that the education industry could be seen as prospective business field. The precise strategic choice could differentiate success from one and other english institutions. Moreover, by choosing the right strategy, a firm could create competitive advantage which enable the firm to survive in an particular industry. Strategy analysis process in a company was considered as a compicated one and ranged from internal to external factors. This research used ELTI Gramedia Regional I as the research�s subject. Currently, ELTI Gramedia now use expansion, market penetration, and product development as the strategies. The research tried to analyze whether ELTI Gramedia strategic choice had already correct or not in order to face the competition against its competitors. The tools used in this research were varied from Five Forces, Driving Forces, Strategic Group Mapping, and SWOT analysis. Through the analysis, the research then concluded that it would be better if ELTI Gramedia combined those expannsion, market penetration, and product development strategies into differentiation strategy. As a company which based on service, and due to the difficulties in differentiate the product, the differentiation strategy here should be more focus and emphasize towards the services provided by ELTI Gramedia to the customers