Market Environment and Strategic Analysis on Forces Driving Education Democratization Through EdTech Platforms

Awarded as Best Presenter

Oral Presentation. 6th International Conference on Sustainable Development, Denpasar, Bali, Indonesia. November 3, 2023.

The rise of technology has shifted markets online, prompting industries, including education, to adapt. Specifically, education content has gained traction on social media platforms and educational platforms like Graphy by Unacademy. This paper explores macro and micro-environmental factors driving the democratization of quality education and provides strategies for companies and startups to enhance their market position. Environmental scanning was conducted through a literature review, pseudo-quantitative analysis, including Internal Factor Evaluation and External Factor Evaluation, along with analysis using Porter's Five Forces Model. Strategies were formulated for companies like Graphy by Unacademy through an integrated analysis that included the I-E Matrix, SWOT analysis, Grand Strategy Matrix, and Quantitative Strategy Planning (QSP) Matrix. Environmental scanning and integrated analysis revealed that this industry has a relatively weak competitive situation, but there are ample opportunities to pursue it. The QSP matrix suggests that market positioning and differentiation can be improved by strengthening internal attributes, such as partnerships with higher education institutions and identifying a niche for offering specialized content. As we continue to shift towards an online-driven society, it is imperative to leverage expanding market channels through social media. By harnessing the potential of online educational platforms, we can revolutionize the industry. This not only has the potential to rekindle interest among young people but also to create new opportunities for growth and innovation.