DETERMINING BASIS FOR THE POSITION OF COMPETITIVE ADVANTAGE AND THE CHOICE OF STRATEGIC ALTERNATIVES IN WIDYA MANDALA CATHOLIC UNIVERSITY OF SURABAYA

This study aims to perform analysis of competitive advantage on Widya Mandala Catholic University. Prior to determining the position of competitive advantage and strategies, identification of internal and external factors were conducted to identify the existing strengths and weaknesses as well as opportunities and threats that were likely to emerge. The study used descriptive qualitative method. The results of the analysis were then formulated in the form of SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis and matrix analysis using IFE (Internal Factors Evaluation) matrix, EFE (External Factors Evaluation) matrix and IE (Internal-External) matrix. The study found out that the result of IE matrix positioned Widya Mandala Catholic University in cell V. This position indicated that the strategy produced by Widya Mandala Catholic University was Hold and Mantain strategy with two proposed strategic alternatives namely Market Penetration and Product Development.