The Analysis of Alternatives Competitive Tactic for Program Magister Manajemen Universitas Widyatama Bandung Indonesia

  • Indrajati Wibowo, Risa Hasny Jayanty, Rizal Ramdan Padmakusumah


- Widyatama University Master of Management Program (MM UTama) is one of the best MM programs in Bandung. Competition for the holding of the MM Program in the City of Bandung is quite tight with 11 private universities holding the MM Program. The strictness of this competition certainly requires MM UTama to prepare various alternative strategies or tactics to win the competition, especially in the midst of the Covid-19 pandemic situation. The purpose of this research is to identify various alternative competitive tactics that are possible for MM UTama to take into account the current internal and external environmental situations including the Covid-19 pandemic. The research method used is a qualitative method and the analysis carried out is descriptive exploratory analysis. The analysis tools used are SWOT analysis, focus group discussion (FGD), and expert judgment. The research data validation for qualitative analysis used triangulation. The results showed that MM UTama has strong internal resources and is ready to respond to existing opportunities. The choices of competitive tactics that may be made by MM UTama are first mover tactics (pioneer), late mover tactics (follower), frontal assault, encirclement, and structural barriers. Researcher's suggestion is that MM UTama can freshly do a combination of several or all alternative choices of competitive tactics that allow the number of students and their market share to grow rapidly.