Marketing Strategy Based SWOT Analysis on Diamond in You Hipnoterapi Malang

Nowadays the competition in marketing aspect of product and service rapidly, there are many variations of product that offered to the consumer. Marketing manager should be careful to know about the condition of industry in internal or external. The internal factor of industry consist strength and weakness industry, while external factor of industry consist of opportunity and threat. SWOT Analysis is kind of evolution all strengthens, weaknesses, opportunity, and threat, with the SWOT analysis an industry will be able to make decision marketing strategy in right way so that it can survive in competition that competitive.

The purpose of this study, to determine factors that make strength, weakness, opportunity, and threat on the Diamond in You Malang. Beside that to determine the position of Diamond in You Malang based on SWOT analysis and suggestion for marketing strategy that can implemented in Diamond in You Malang.

The approach that use in this research is descriptive qualitative, while resource of data that used is primary and secondary data. Data collecting use triangulation with observation, documentation, and interview. Data analysis use SWOT analysis. To check validity research by conducted data confirmation which get from research subject.

Based on the SWOT analysis, factors that make strengths Diamond in You Malang are experience therapists, good reputation, strategic location, good serving. Weakness of Diamond in You Malang are limit of human resource, less management system, less communication, less promotion by social media. The opportunity of Diamond in You Malang are cooperate with other agency, a few competition in healing, word of mouth, high level stress of people, healthy style of people. Threat of Diamond in You Malang are the competitor in training field, people negative assumption, hypnosis failure practice. The position of Diamond in You Malang are there in quadrant I with score 1, 10 for internal factors and score 0, 25 for external factors. The strategy that can use by Diamond in You Malang, there are promotion through social media such as facebook, twitter, instagram, website, add more therapist become 4 people, management planning to decide agenda training activities in a year, giving brochure to people, publish the banner if want to make training activities, giving merchandise to the client that repeat order.

Suggestion for Diamond in You Malang are in the activity of promotion in Diamond in You Malang should be proactive in communication and cooperate with others agency, individually,  new community. The weakness of Diamond in You less use opportunity, so the promotion only from word of mouth. This condition make this industry obstacle to develop it. Suggestion for the next researcher is in this research marketing strategy studied based on SWOT analysis and don’t use STP (Segmenting, Targeting, Positioning) as the implementation of marketing mixture. Expected on the next research of STP analysis can use after SWOT analysis to decide marketing strategy to make research develop and giving the new innovation.