SWOT Analysis and Quantitative Strategic Planning Matrix (QSPM): A Marketing Strategy for Enhancing School Competitiveness

Taufani Chusnul Kurniatun (Universitas Pendidikan Indonesia, Jl. Dr. Setiabudi No.229, Isola, Kota Bandung, 40154, Indonesia)
Luthfi Audia Pribadi (Universitas Pendidikan Indonesia, Jl. Dr. Setiabudi No.229, Isola, Kota Bandung, 40154, Indonesia)
Li Kun Mei (Guangxi University of Foreign Languages, 19 Wuhe Blvd, Qingxiu District, Nanning, Guangxi, 530200, China)

Jurnal Ilmu Pendidikan
Vol. 31 No. 1 (2025)

The competitiveness of private schools can be seen from the school's accreditation ranking. Private schools that have low accreditation scores require strategies to increase their competitiveness. This study aims to analyze the strategic position of private schools in Cirebon using SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats). Data collection was carried out through observation, interviews, literature and document studies, and distributing questionnaires. Data analysis using IFAS and EFAS, SWOT analysis to analyze internal and external factors, Strengths, Weaknesses, opportunities, and Threats to obtain a strategic position. The results of the SWOT analysis show that the school being analyzed is in the Progressive Quadrant I (opportunities, strengths). The progressive quadrant in SWOT is the quadrant that shows a favorable situation for an organization. Strengths and opportunities characterize this quadrant. In this case, the school has a competitive advantage that can be utilized to seize existing opportunities. Organizations can leverage their strengths to develop new products or services, expand markets, or increase market share. Further, the strategy's priority is identified through QSPM.