The case is about Kolej Teknologi Bistari (KTB) which is a Malaysian private college under the management of Pertubuhan Kebajikan Anak-anak Yatim Malaysia. The college was founded on the 4th of June 1998 with the current paid up capital of RM10 million. KTB is now located in Putera Jaya Pak Kancil, Bandar Permaisuri, Setiu, Terengganu. It is about 64 kilometers north of Kuala Terengganu, Terengganu and 103 kilometers south of Kota Bharu, Kelantan. Most of the academic programs are under franchise program with others Malaysian public universities such as Universiti Utara Malaysia, Universiti Kebangsaan Malaysia, Universiti Teknologi Malaysia, Universiti Teknologi MARA and Universiti Sains Malaysia.

            Student yearly intake for the past three years was deceasing very fast and was below the minimum target of 1000 students per intake. This has reduces the yearly revenue of the college as much as 14.5% for the last three years. The main issue here is that the college has to figure out new marketing strategies to improve the student intakes above 1000 students and thus ensuring good revenue for future survival.

            Tuan Haji Salleh the new chief executing officer has to analyze the current situations externally and internally and come up with concrete marketing strategies focusing on the issue relating to decreasing new student intake.



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