Proposed Business Strategy to Improve the Business Performance of Yoga Teacher Training Program at Eling Academy
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The global wellness industry is experiencing significant growth, driven by increasing consumer awareness of preventive health, spiritual balance, and holistic well-being. This research systematically analyzes the internal and external factors affecting the business performance of the YTT program at Eling Academy and formulates an appropriate business strategy. A qualitative case study approach is employed, using in-depth interviews and observations for primary data collection, while secondary data include internal company data, websites, articles, journals, and books. The analysis integrates internal and external perspectives. Internal analysis includes VRIO analysis and Customer Experience Analysis, weighted through the Internal Factor Analysis Summary (IFAS). External analysis comprises PESTEL analysis, Porter’s Five Forces, and 4-Component Competitor Analysis, weighted using the External Factor Analysis Summary (EFAS). The findings are validated through SWOT and translated into strategies using the TOWS matrix. Four key strategies are proposed: (1) initiating lineage-based differentiation and authentic methods and sequences of Bali Hatha Yoga through enhanced market positioning; (2) strengthening international visibility through digital presence and collaboration; (3) enhancing operational readiness to improve program frequency and consistency; and (4) developing a comprehensive student and alumni ecosystem to foster sustained engagement. These strategies are integrated into a multi-year implementation plan, guiding Eling Academy from activation to consolidation and ultimately toward premiumization and sustainable growth. Overall, this research identifies key internal and external factors and proposes a strategy to close the activation gap, focusing on differentiation, operational systematization, and brand repositioning to achieve long-term competitive advantage and sustainability.
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