IMPLEMENTING MARKETING MIX STRATEGIES TO ACHIEVE COMPETITIVE ADVANTAGE IN THE ENGLISH COURSE MARKET:

A Case Study Of Edulab Yos Sudarso Medan

Abstrak

This study aims to examine how Edulab Yos Sudarso Medan implements marketing mix strategies to achieve competitive advantage in the local English course and bimbingan belajar market. The research employed a qualitative approach, using a purposively selected English teacher as the primary data source, who provided insights into both teaching practices and institutional strategies. Data were collected through semi-structured interviews guided by indicators derived from marketing mix theory (product, price, place, and promotion) and competitive advantage concepts. The collected data were analyzed using descriptive qualitative analysis, following Miles and Huberman’s (2014) interactive model, including data reduction, display, and conclusion verification. The findings indicate that Edulab applies an integrated and student-centered marketing strategy where product differentiation, value-based pricing, strategic location, and relational promotion are interconnected to support student acquisition and retention. The homey learning environment, informal teacher–student interaction, small class sizes, and personalized programs serve as valuable and rare resources, contributing to sustainable differentiation from competitors. Pricing strategies target various student segments, while promotional efforts, including social media, school roadshows, and referral incentives, strengthen credibility and trust. The integrated application of these strategies not only enhances student engagement, satisfaction, and loyalty but also strengthens Edulab’s competitive position in the Medan education market. This study implies that effective marketing in educational services should extend beyond promotion to encompass holistic learning experiences, aligning institutional strategies with student needs and expectations, and providing practical guidance for non-formal education institutions seeking sustainable competitiveness.