Ansoff Matrix Analysis in Nursing Education: A Case Study

Abstract

This research aims to analyze the nursing education program in the Faculty of Nursing, Universitas Padjadjaran (Unpad), through an Ansoff Matrix approach and solution. The research background that institutions that provide nursing education in Indonesia produced nurse graduates in the last decade has increased. This situation increases competition among nursing education institutions. The Nursing Faculty is developing programs to provide excellent nursing education services to compete with other nursing educational institutions. The research was conducted at the Unpad Nursing Faculty. The research used qualitative methods and a case study. The primary data source is from interviews with faculty administrators, and the secondary data source is from documents and reports or other trusted data. Based on analysis of the Ansoff matrix, researchers found that in the last five years, the Faculty of Nursing has developed many programs divided into four quadrants of the Ansoff matrix: Market Penetration, Market Development, Product Development, and Diversification.