PENERAPAN MATRIKS BOSTON CONSULTING GRUP (BCG) UNTUK PENENTUAN POSISI BERSAING ANTAR PROGRAM STUDI IMPLIKASINYA PADA STRATEGI PROMOSI UNIVERSITAS KATOLIK SANTO THOMAS TAHUN AJARAN 2025/2026
Keywords:
BCG Matrix, Higher Education Strategy, Market ShareAbstract
This study analyzes the strategic position of the Faculty of Teacher Training and Education (FKIP) using the Boston Consulting Group (BCG) Matrix for the academic years 2024/2025 and 2025/2026. The results indicate that FKIP is positioned in the Cash Cow quadrant, characterized by high market share but low market growth. This position reflects organizational maturity, stable student demand, a strong institutional reputation, and significant financial contribution to the university, despite limited growth in new student enrollment due to market saturation and intense competition among teacher education institutions. Strategically, FKIP should prioritize maintaining its dominant position through operational efficiency, optimization of resources, continuous academic quality improvement, and strengthening institutional reputation rather than pursuing aggressive expansion. Promotional efforts should focus on reminder-based strategies emphasizing proven achievements, public trust, and alumni success to sustain community interest. As a Cash Cow unit, FKIP plays a vital role as a stable financial contributor that supports the sustainability and development of other academic units within the university.Warning: Invalid argument supplied for foreach() in /opt/lampp/htdocs/ojs/plugins/generic/usageStats/UsageStatsPlugin.inc.php on line 788
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