Marketing Strategy Analysis to Increase Competitiveness Case Study of Aisyiyah Daycare Sidoarjo

Aisyiyah Daycare Sidoarjo relies on word of mouth promotion without using digital marketing strategies so it faces challenges in attracting registrants. This daycare is unable to compete with modern daycare. With only an average of 20-22 child registrations per year, these daycares struggle to increase visibility among potential parents. Research was conducted to analyze marketing strategies to increase the competitiveness of Aisyiyah Daycare. The analysis was carried out using a qualitative descriptive analysis method, namely SWOT analysis. , Aisyiyah Daycare faces challenges in marketing which are felt to be lacking and minimal marketing in online media. Recommended strategies include website development, activity on social media, and technology training for caregivers. The SWOT analysis shows a good reputation and experienced staff as strengths, but the lack of online presence is a weakness that needs to be overcome to face competition from other daycares that already use digital media.