Please take a moment to complete this survey below
Library's collection Library's IT development CancelThis research was undertaken to identify several efforts to position SMK
Katolik Mater Amabilis in order to increase the number of potential students
enrollment. According to Government data the number of potential students who
have enrolled in Sekolah Menengah Kejuruan Negeri has been increasing during
the economics crisis. Unfortunately SMK Katolik Mater Amabilis has been facing
a decreasing number of student enrollment since ten years ago. The objective of
this research was to identify the best positioning strategy that might help to
overcome it.
The researcher followed a modified Lovelock's steps in developing
positioning. Several statistical tools were used in this research such as cross tab
analysis, frequency analysis and factorial analysis to analyze the data. Using those,
statistical tools, the researcher tried to discover about attitudes and beliefs that
students and society hold about the school, the current position and several
attributes that can be used to position it. This research also conducted marke*
analysis to discover potential market and available market for SMK Katolik Mate
Amabilis.
The research found that SMK Katolik Mater Amabilis only has 13%
potential market and 2,6% available market. This figures were quite sma:l
compared to its direct competitor. So for the future, this school may have to develop
a positioning strategy in order to increase it. It also discovered that student:'
attitudes and beliefs are the reflection of family's attitudes and beliefs. Finally, the
researcher suggests this school use attribute positioning strategy which quite
appropriate with the condition.