Proposed Business and Marketing Strategy for Recovering Kb Kupu-Kupu and Tk Harapan Bunda after Pandemic

KB Kupu-Kupu and TK Harapan Bunda are early childhood education institutions located in Sepinggan Pratama Complex, Balikpapan, East of Kalimantan. Since the Covid-19 pandemic, they suffer from declining number students school. This research intended to find internal external factors which affected performance Bunda. The obtained by analyzing general environment, industrial competitor analysis. resource analysis value chain were performed obtain factors. employed a qualitative approach. primary data collected through observation interviews. While secondary reports, journals, news, brochure, article, website, social media. novelty this is utilization Holistic Marketing approach, everything matters connected with resources activities. SWOT quantification was choose significant strength, weakness, opportunity, threat Bunda, assess dominant determined appropriate corporate strategy. TOWS matrix formulate functional strategies. Based on analysis, strategy for growth, proposed business differentiation, marketing strategies 4P mix (Product, Price, Promotion, Place).