Analysis Strategy of Kadiri University

Yudiarto Perdana Putra, Ariadi Santoso, and Nindi Vaulia

Economics Faculty, Kadiri University, Jalan Selomangleng 1, Kediri City, Indonesia

{yudiarto, ariadi_santoso, nindi.vaulia}@unik-kediri.ac.id

Keywords: Strength, Weaknes, Opportunity, Threat Analysis, University.

Abstract: To face the more competitive situation from strong competitors, the institution must analyze its strength,

weakness, opportunity and threat. The method used is Focus Group Discussion (FGD) with the leaders of

institution as resource persons. Then the data obtained were analyzed by Strenght, Weaknes, Opportunity,

and Threat (SWOT) Analysis. The goal of this research is to evaluate the condition of Kadiri University by

using SWOT Anaysis. The research result showed that the strengths are consistency in applying organization's

vision and mission, the leadership of university, partnesrhip cooperation, community service, and the chance

of students to develop themselves/ skill. While the weakness is the less of lecturers' qualification, the threats

are the development of technology and the trust of society to private university. The benefit of this research

is that Kadiri University gets 4 strategies namely SO Strategy, WO Strategy, ST Strategy, and WT Strategy

which can be applied based on the situation and condition.

1 INTRODUCTION

Kaplan and Norton (49:2008) stated that “Once the

external and internal analyses have been performed,

the strategic planning participants conduct a Strenght

Weaknes Opportunity Threat (SWOT) analysis”. To

increase competency of college in globalization era,

university as a pure institution for education changes

to be independent and has autonomy to manage its

own income by many ways such as build hotel,

hospital, business center, or open branch in other

cities to get more the students. Kadiri University

(UNIK) is one of private universities in Kediri City

East Java. It was founded in the first of October 1980

which is the oldest university in Kediri City.

However, with the tight competition the right strategy

is needed. So to know performance and quality of

university's activities such as identify strength and

weakness, threat and take advantage opportunity, it is

enabled by using SWOT (Daniela, 2017).

Nowadays, schools and colleges change fast, the

leader of institution deal with changes of recent

facilities, innovation, the development of

demography, wider conflicts, the increasing of cost

and finance etcetera (Ch, Ahmad, & Khalil, 2016).

Internal assessment to check all of organization

aspects which include human resources development,

facilities, location, study program and academic

service. To identify external analysis includes aspects

of politics, social-economy, environment, technology

and competition (Dyson, 2003). According to David

(2012:177) the goal of SWOT is to empower internal

factors, and also to develop limited opportunities of

company or organization.

Figure 1: Diagram of SWOT Analysis.

Daft (214:2012) states “Business-level strategy

pertains to each business unit or product line”. The

success or the failure in obtaining organization's goal

depends on strategy of business unit. Nowadays,

organization operates in unpredictable environment,

and the high demand to organization needs human

resources who can face the changes flexibly (Beltrán-

Martín, Roca-Puig, Escrig-Tena, & Bou-Llusar,

2008). This study will help the higher education

sector, in targeting the issues regarding the

institutional environments in public sectors.

Kadiri University is chosen as object of this

research because there are competitions in gaining

students. Based on the condition above, Kadiri

Putra, Y., Santoso, A. and Vaulia, N.

Analysis Strategy of Kadiri University.

In Proceedings of the Annual Conference on Social Sciences and Humanities (ANCOSH 2018) - Revitalization of Local Wisdom in Global and Competitive Era, pages 74-77

ISBN: 978-989-758-343-8

University needs to analyze many other things so the

next it can compete with other universities to get more

students. The tighter competition compels Kadiri

University to analyze its strengths and weaknesses by

considering external and internal situation. The

flexibel Strategy can anticipate the changes in the

future, different preferences of customers, the

competitor's movement, technology evolution, the

economic tendency and also self reposition of the

organization precisely (Santos-Vijande, López-

Sánchez, & Trespalacios, 2012). The goal of this

research is to evaluate the condition of Kadiri

University by using SWOT Anaysis.

2 RESEARCH METHOD

The approach used in this research is qualitative

approach. Qualitative Method in SWOT Anaysis will

give the best perception about personal experience

and adminstration in managing university more

widely (Cordes, Dunbar, & Gingerich, 2013).

Primary data is the sources of data which give data

directly to data collector. The primary Data were

obtained directly by interview with key persons in

Kadiri University as follows: The head or university/

rector, Assistan I of the rector, Asstant II of the rector,

Assistang III of the rector, Assistant IV of the rector,

Director of LP3M, and the President of BEM

(Executive Board of Students).

Before doing interview, the researcher did

observation to Kadiri University. The approach to the

leaders to get assumption or prior data, and to explain

the benefit and research purpose to Kadiri University.

1) Analysis of Internal and External environment.

Identification internal and external factors of

Kadiri University is to analyze the result of

interviews with each source person deal with

internal and external condition of Kadiri

University.

2). Focus Group Discussion (FGD)

In filling/evaluation of questionnair toward

indicators in internal and external factors use

Focus Group Discussion (FGD) in order the result

obtained will be more objective and will be equal.

3 RESULT AND DISCUSSION

A. Internal Factors which become strength :

Kadiri University makes cooperation with many

institutions such as government institutions, private

companies, and also the colleges and universities. The

variety of extracurricular through Student Activiy

Unit becomes opportunity of the students to develop

their selves esteem and skill. The available Job

Placement Center (JPC) can help the students and

alumni to get appropriate job. The application of

curriculum, teaching and learning process, and also

academic atmosphere in Kadiri University are always

updated with government rules via High Education

Research and Technology Ministry.

The strength of the university becomes the main

attraction to lure prospective students to determine

the university. Universities also have to manage the

power well, so the students can improve the quality

of education.

B. Internal Factors which become Weakness:

The weakness felt by the students is in academic

division, It is because the lack of employees, and

unsupported information system. The number of

lecturers are in line with ratio which is ruled by the

government. However, there are many lecturers who

haven't position in functional academic. The

availability of facilities and quality of library are the

weaknesses because the students sometimes have

difficulties to get the books needed.

Some of the things that become weaknesses and

should be improved by Kadiri University are provide

stimulation to lecture to continue their education and

take care of academic positions. Cooperate with the

company as an object of scientific research. Establish

cooperation in efforts to improve teaching and

learning facilities, procurement of books, laboratory

equipment, and technology updates. Improve

academic service through online process. Applying

for accreditation for University institutions.

C. External Factors which become Oportunities:

The opportunities owned by Kadiri University are

the strategic location and good transportation access.

Cooperation support from local companies deals with

foundation of education facilities. The increasing of

Economic fields also push people to get higher

education. The more media for promoting are very

helpful to introduce Kadiri University to public,

especially outside of Kediri.

The growth of MSMEs in addition to a positive

impact for the economy, but also raises the

increasingly tight competition for the perpetrators of

SMEs. In addition to the emergence of many

competitors, the competition becomes increasingly

tight with the emergence of the development of

information technology very quickly (Putra &

Heryanto, 2017). Such competitive conditions make

Analysis Strategy of Kadiri University

entrepreneurs want to increase their competence

through high education.

D. External Factors which become Threat :

External obstacles are the factors that cannot be

controlled. There are 16 colleges and universities in

Kediri which give many choices to the candidate of

students. The progress of Information and

Technology which develop faster than the institution

emerges the other problems. The output of

graduations can be absorbed by the companies in

Kediri and around, but it's still harder to compete with

the graduation from the bigger universities especially

state universities. The interest of society toward high

education is big, but the trust toward private

universities is still low. It often happens that private

universities are only reserve if they are not accepted

in state universities.

Similarly, Organizational Learning does not have

a strategic equivalent and is difficult to replace in

today's market. The inherent flexibility in

organizational-oriented learning also enables them to

rapidly re-allocate resources when detecting new

market opportunities (Santos-Vijande et al., 2012).

Kadiri University as providers of education services

must also be flexible to the changes that occur, so it

can still exist in the competition to get students

Based on changes in internal and external

conditions that occur, and especially to face

competition between universities in Kediri City in

particular, then Kadiri University should focus on

product development strategy. With product

development strategy, Kadiri University can seek to

increase interest and trust from prospective students

to continue their education at Kadiri University.

To decide strategies, the leaders have very

important roles. Competency of the leaders in

transforming process of the organization is needed

because it is to convince that individuals in the

organization can accept the changing asked

(Kavanagh, 2006). Negative feeling of employees

which caused by organization's changes can push

negative thought and then the intention to refuse

changes. That's why it is hoped that the employees

should think positively to push the company's

performance (Chung, Su, & Su, 2012).

Based on interview which is formulated into

SWOT Analysis, the leaders can decide a strategy

which can be applied in the organization. SWOT

Analysis is often presented as fast analysis method

toward strategy chosen. However, before the strategy

applied in organization, it is needed adequate test and

analysis (Dyson, 2003). With the cost grouping by

each study program, or faculty, it will be possible

making the university more competitive inside get

students through strategy acceptenece SPP (School

fees) or other fees to college student (Putra & Yuliari,

2017)

In applying strategy to face the changes, there will

be conflicts between the leaders and the staffs. So the

good communication between them is needed.

Knowing how to make good and right communication

as hope in certain contexts becomes one of reasons

why some leaders regarded as effective leaders

(Madlock, 2015). Here are some suggestions that can

be taken for further research: a) Use a more complete

strategy analysis tool. b) Increase the participation of

respondents from external parties in order to get more

objective information. c) Increase participation from

competitor companies, so that in the CPM assessment

more accurate. d) Adding another research object

(other PTS) located outside the city of Kediri, so it

can get a better comparison.

4 CONCLUSIONS

Kadiri University will face harder challenges in the

future. The result of SWOT Analysis can give some

alternative strategies to be applied. The leaders of

institution who have roles as decision makers must

manage the strengths to face external challenges. The

internal weaknesses of institution should be

minimized continously, so when there is a chance the

institution can use it well. On the other side, the

human resources also needs to be developed either in

quality or comptenecy in line with the government's

rules. If the university can recognize its condition

both internally and externally, then the university can

face competition easily. Strategic analysis has broad

interests in this regard.

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Analysis Strategy of Kadiri University