Positioning Strategy of English Cafe as Cafe Course Concept to Compete Other English Institutions in Semarang

Abstract

The business world has overgrown, creating tight competition among English course institutions in Indonesia. The marketing strategy becomes vital for the institutions in informing about the products and the position strategy to form market perceptions of the services offered. In this instance, English Cafe, one of Semarang’s English language institutions, positioned itself as a cafe- based course that marked in the beginning of innovation in English education. Its innovative cafe-based course concept fosters a laid-back atmosphere and increases enthusiasm for learning English. The purpose of this study is to evaluate English Cafe’ positioning strategy in relation to Semarang’s English course competitors. The researcher conducts several problems: 1) What steps doing the positioning strategy of English Cafe Semarang; 2) How positioning strategy of English Cafe Semarang to compete other English institutions. The study presents a descriptive analysis while utilizing qualitative research methods. Based on a review of the literature and interview guidelines, the data is collected through interviews. Triangulation of sources is used in this study to assess the validity of the data. In this study, positioning is applied at several stages. They are planning stages, which include identifying rivals and consumers, defining the target market and segmentation, establishing the goal and characteristic, and establishing the pricing. In the subsequent stage, the positioning will be put into practice by utilizing the cafe concept through the use of logo, tagline, uniform, and physical space that are communicated through various media platforms in an effort to reach larger members.