SWOT Analysis President University Strengths * Using English as Lecturing Media * Generate Local and Foreign graduates * Located in the center of Industrial Estate * International Living Environment * Foreign Academic Facilitator * International Curriculum * 6 month internship program * Internship Career Center Support * Provide Dormitory * A lot of Scholarship Chance * Provide 3,5 years graduation | Weakness * Newly comers university * Developing infrastructure and facilities * Not all faculty has A Accreditation * The price is not affordable for all economic level * Far from Capital City * Unclear Alumni Association * Poor Library Facilities * Poor Lab Facilities * Poor Canteen Facilities * Poor Wi Fi Facilities * Slowness to adapt to Change | Opportunities * Located in the center of industrial estate (Jababeka, Agip, Lippo, KIIC, MM2100) * Direct relationship with PT Jababeka * Reducing Cost for Study in Abroad * Development of Jababeka Area is getting better every year * Attract many stakeholder from industry and business area around the word * The best private university in Indonesia * Global Expansion * Alumni works national / multinational company or create their own business | Threats * Quality of government university is increasing every year * Industrial environment will become the treat as well as its opportunities * The raising number of private university which provide better facility and quality * Competitor Strategy * New regulation from government * Social Media complain * Changing Economic Stabilities |

Range Score 1 – 5
1 Worse
2 Bad
3 Moderate
4 Good
5 Excellent Internal Factor Evaluation Matrix Strength Element | % | President University | Binus University | Bunda Mulia University | Accreditation | 20% | 3 | 0.6 | 3 | 0.6 | 2 | 0.4 | Location | 10% | 4 | 0.4 | 4 | 0.4 | 3 | 0.3 | Fee | 20% | 2 | 0.4 | 4 | 0.8 | 4 | 0.8 | Facilities | 15% | 3 | 0.45 | 4 | 0.6 | 3 | 0.45 | Quality | 20% | 4 | 0.8 | 4 | 0.8 | 3 | 0.6 | Scholarship | 5% | 5 | 0.25 | 3 | 0.15 | 3 | 0.15 | Alumni Rating | 5% | 3 | 0.15 | 4 | 0.2 | 2 | 0.1 | Internship | 5% | 5 | 0.25 | 3 | 0.15 | 2 | 0.1 | Total | 100% | | 3.3 | | 3.7 | | 2.9 |

Weaknesses Element | % | President University | Binus University | Bunda Mulia University | New Comers | 20% | 3 | 0.6 | 4 | 0.8 | 2 | 0.4 | Developing Facility | 20% | 3 | 0.6 | 3 | 0.6 | 2 | 0.4 | B Accreditation | 30% | 3 | 0.9 | 4 | ``1.2 | 3 | 0.9 | Expensive | 30% | 5 | 1.5 | 4 | 1.2 | 3 | 0.9 | Total | | | 3.6 | | 3.8 | | 2.6 |

External Factor Evaluation Matrix
Opportunities
Element | % | President University | Binus University | Bunda Mulia University | Environment | 25% | 4 | 1 | 4 | 1 | 3 | 0.75 | Safety | 20% | 4 | 0.8 | 4 | 0.8 | 4 | 0.8 | Traffic | 10% | 2 | 0.2 | 1 | 0.1 | 1 | 01 | Living Cost | 20% | 3 | 0.6 | 2 | 0.4 | 3 | 0.6 | Entertainment | 15% | 2 | 0.3 | 5 | 0.75 | 5 | 0.75 | Student Rent House | 10% | 3 | 0.3 | 4 | 0.4 | 3 | 0.3 | Total | 100% | | 3.2 | | 3.45 | | 3.3 |

Threat Element | % | President University | Binus University | Bunda Mulia University | Quality of Government Industry is Increasing every year | 40% | 3 | 1.2 | 3 | 1.2 | 2 | 0.8 | Industrial environment will become the treat as well as its opportunities | 20% | 4 | 0.8 | 3 | 0.6 | 3 | 0.6 | The raising number of private university which provide better facility and quality | 30% | 3 | 0.9 | 3 | 0.9 | 3 | 0.9 | Total | 100% | | 2.9 | | 2.7 | | 2.3 |

Recommendation
From this SWOT analysis, EFE matrix and IFE matrix we can see that, PU still has its place the middle of competition among its rival which is private university business. Here we take example the other private university which are Binus University and Bunda Mulia University. PU needs to make adaptation in form of improvement especially in terms of course fee and facilitation.

Since PU itself located in the middle of Jababeka, an industrial estate which are developing rapidly in recent 10 years and keep growing rapidly for the next decade, PU should give adaptation facility to make their customer feel comfortable. The development will cause there will be an increasing in living rate of people in Jababeka both employee and labor. This condition will trigger an increasing also in price of goods here. In long – term, the price in Jababeka will not suit into a student’s financial capacity.