SWOT Analysis

Strengths
KDU University College INTI International University SEGi University

Entry requirements Diploma/Pre-U: CGPA 2.0 Diploma/Pre-U: CGPA 2.0 Diploma/Pre-U: CGPA 2.0

Fees Local: RM 61330 Local: RM 63980 Local:

International: RM 67030 International: USD 19276 International:
Duration 3 Years 3 Years 3 Years

Collaboration None University of Hertfordshire, UK University of Sunderland, UK

university
Course content Entrepreneurship, Logistics, Finance, Accounting, Marketing, None
(Major and Enterprise Risk Management, Business Administration,
Minor/Specialization) Human Resource Management, International Business, Human
Marketing Recourse Management, Psychology
Rank in Malaysia 7 6 8
(Private University)

Table 1.0
KDU Glenmarie and its competitors

KDU Glenmarie’s main focus is to provide education at an affordable price.

Compare to its direct competitors, the price that KDU Glenmarie is offering for it
courses are lower by 30%. This is one of the strengths that KDU Glenmarie has to
gain more market share in the private university sector – ultimately reducing the
competition.
 Table 2.0
KDU Glenmarie rating by students

On a survey done with 50 students of KDU Glenmarie, refer to table 2.0, 25

students are satisfied with the price point of KDU Glenmarie’s courses.

Next, KDU has been in the private university sector for over 35 years – being the
first private college to be opened in Malaysia. Thus, the shareholders have more
knowledge in this area. This can be seen as a strength as the shareholders
knowledge could be used to maximize the profit and market share by structuring
the right marketing and operational plan.

Weaknesses

Table 3.0

As mentioned in this report, we had done a primary data collection to come up

with our strategies – interview with the Chief Marketing Officer, Mr Fahmy and
three (3) different surveys on three (3) different groups. The main problem that
KDU Glenmarie is facing is that they are lack in branding and recognition. When
asked to the existing students of KDU Glenmarie, we could conclude that KDU
Glenmarie is not providing sufficient satisfactory to its student – be it in terms of
facilities or the value add experience and education quality, refer to table 2.0. As
the students are somewhat satisfied with KDU Glenmarie, the brand appreciation
and loyalty are not presence – creating lack-branding awareness. Furthermore,
KDU Glenmarie is not promoting enough to gain recognition from the potential
market.

Opportunities

In this millennium era, the competitions between students are fiercer. Parents
are always looking for the best tertiary education to provide to the children. KDU
Glenmarie could use this as an opportunity to grab the parents’ attention. There
are few strong courses that KDU Glenmarie could market intensely – the gaming
courses and also culinary and arts.

Also, Malaysia is becoming a global education hub – due to our strategic location.
There is a big international market that has yet to be tapped by KDU Glenmarie.
By proving bursaries and tuition aids and appealing courses, KDU Glenmarie
would be attractive enough to pull in more international students.

Threats

As mentioned before, shifting to the digital era, emergence of online learning

platform to fulfill different educational needs could be seen as a threat. KDU
Glenmarie should be able to learn how to mitigate this risk as it could impact the
number of students to enroll.

Not only that, privatization of universities and colleges are increasing. Thus,
making it harder to find talents – the lecturers. This could also increase the price
competition between KDU Glenmarie and its competitors to stay competitive in
the already saturated sector.