PERUMUSAN STRATEGI BAGI PERGURUAN TINGGI SWASTA (PTS) UNTUK MERAIH KEUNGGULAN BERSAING (STUDI KASUS PADA UNIVERSITAS MERDEKA MALANG)

Abstract

The Strategic Formulation in The Private Higher Education to Achieve Competitive Advantage (A Case Study at University of Merdeka Ma-lang). Education plays a very important role to improve the human resource quality. The higher education rate in a country is related to the higher wealthy rate. In recent years, number of new students in the private higher education is fluctuated. Such phenomenon may have a risk or impact on the organizational finance and teaching-learning cost. Therefore, the organization must have its strategy reevaluated and reformulated to increase its competitive advantage. The objective of research is to understand the compatibility between strategic formu-lation and strategic implementation at University of Merdeka Malang; to acknowledge the strategic formulation at University of Merdeka Ma-lang; and to formulate new strategy at University of Merdeka Malang. Research type is qualitative descriptive with method of case study. Result of strategic evaluation analysis indicates that the internal and external assumptions of some variables used by University of Merdeka Malang are greatly changed. This change is requiring University of Mer-deka Malang to formulate new strategy. Some analysis tools are involved in the strategic formulation such as EFE Matrix, IFE Matrix, SWOT/TOWS, SPACE Matrix, IE Matrix, and QSPM Matrix. Thereby, some alternatives of strategy are resulted which are possibly used by University of Merdeka Malang. The conclusion, the strategic evaluation produces different variable assumptions in the recent and future internal and external conditions at University of Merdeka Malang. Result of strategic formulation using these strategic analysis tools shows that the suitable strategy for the condition of University of Merdeka Malang is intensive strategy