STRATEGI PEMASARAN DENGAN MENERAPKAN ANALISIS SWOT PADA PELANGI CENTER TERAPI TUMBUH KEMBANG ANAK DI PONOROGO

This study aims to determine the marketing strategy by applying swot analysis at the Rainbow Child Development Therapy Center in Ponorogo. The research data uses primary data and secondary data by conducting interviews with the owners, employees and consumers of the Pelangi Center.
The research method used is descriptive analysis research method, SWOT matrix, External Factor Evaluation Matrix (EFE Matrix), Internal Factor Evaluation Matrix (IFE Matrix).
The results show that currently Pelangi Center for child growth and development therapy in Ponorogo has quality services from skilled therapists, and the clinic location is quite strategic because it is in the middle of the city, and the development of technology and information, customer loyalty is followed by a pretty good market share. is expected to advance this therapeutic clinic.
The results of the IFAS and EFAS matrices show that Pelangi Center's position is currently in quadrant I which is a very profitable situation because it has opportunities and strengths so that it can take advantage of existing opportunities. So that the right strategy to be applied by Pelangi Center for Child Development Therapy Clinic in Ponorog in this condition is to support an aggressive growth policy (Growth oriented strategy).
Keywords; Strengths, Weaknesses, Opportunities, Threats at Pelangi Center Ponorogo