Marketing Strategy Recommendation for Employee Assistance Program to Enhance Number of Users (Case Study: FitHappy)

Employee Assistance Programs (EAP) are essential initiatives to support employees' physical and mental health, ultimately improving workplace productivity.FitHappy, an EAP provider, faces challenges in increasing user numbers within the business-to-business (B2B) segment.This study aims to analyze internal and external factors influencing the business, understand the customer journey, and design effective marketing strategies to enhance user acquisition.This research employs a qualitative approach using a case study method.Primary data were collected through in-depth interviews with clients and focus group discussions with FitHappy's internal team.Secondary data include a literature review on strategic marketing.Analytical tools utilized include SWOT analysis, Porter's Five Forces, customer journey analysis, and the 7P framework in the service marketing mix.The findings reveal that FitHappy has significant potential to expand its market by optimizing digital strategies, improving its application to enhance user experience, and refining marketing processes.Key recommended strategies include increasing brand awareness through social media marketing, expanding B2B client networks in strategic sectors, and adjusting pricing and services to deliver competitive value.The conclusions of this study offer actionable recommendations for FitHappy to achieve sustainable growth in Indonesia's EAP market.Additionally, the study provides insights for other companies designing marketing strategies for similar services.