Tan, Peng Hooi
(2014)
Case Study On Sentral College Penang The Marketing Strategy To Capture Market Share.
Masters thesis, Perpustakaan Hamzah Sendut.
Abstract
This case study was developed based on a private higher education institution (PI-IE!)
located in Penang which offer tertiary education programs ranges from Certificate,
Diploma, Degree, Skill-based training as well as Professional qualifications.
In this case study explores what are the issues faces a small medium PHEI which IS
operating in a higher competitive industry, competing with 559 PHEI including public
higher education institution. I analyze the issues face by the industry as well as specific
issues faced by the company.
From the analysis through interviewing with the management and observing the activity
in the company, I can identify three root causes of the problem facing the company. First
being the lack of corporate governance which results in Management unable to act
confidently. Second being the lack of information for the management to be able to make
decision efficiently and thirdly being the marketing function not fully utilizes all the
appropriate tools to attract the right customers. From the root causes a few short-term and
long term solutions are suggested.
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