Optimal Marketing Strategy of Private Tutoring: An Application of Game Theory

The pandemic affected private tutorings' decrease in the number of students, which led to a financial crisis for the private tutoring. This research helps analyze and find optimal marketing strategies and their position in competition between private tutorings to increase registrants and income of private tutorings. Game theory is used to analyze marketing strategies using user preference data on the decision to select private tutorings. This study finds the optimal strategy and competitive position for private tutoring X is promotion, and private tutoring Y is a learning module. Recommendations are given to improve the marketing strategy.