ANALISIS STRATEGI MARKETING LEMBAGA KURSUS DAN BIMBINGAN BELAJAR HANILY DI DESA CINTA MAKMUR LABUHANBATU

Abstract

This study aims to analyze the marketing strategy carried out by the Hanily Course and Tutoring Institute in Cinta Makmur Village. This research is a descriptive qualitative research using the SWOT (Strength, Weaknesses, Opportunity, Threat) analysis method, which is an analysis that aims to analyze strengths and weaknesses as well as opportunities and threats. The analysis is carried out by assessing the strength and weakness factors, then external analysis by assessing opportunities and threats. The results of this study found that LKBB Hanily is in the fast strategy quadrant, LKBB Hanily has a strength score that is greater than its weakness, but the threat is greater than the opportunities possessed by LKBB Hanily. This study also found that LKBB Hanily had implemented four marketing mixes, namely promotion, product, price and place and had not implemented the overall function of themarketing mix. The marketing strategies carried out by LKBB Hanily include promoting through the use of social media, personal selling, then setting prices that are cheaper than competitors and providing additional benefits for customers, while the products only focus on tutoring for early childhood, lastly choosing a suitable place. This is done by taking a strategic place in the middle of a residential area and easy to access