HERRO is a post-stroke-rehabilitation robot developed by the UGM Center of Rehabilitation Robot and Assistive Technology team to help independently rehabilitate post-stroke patients in Indonesia so they don't lose muscle function. The XI Economic Policy Package issued by the Indonesian Coordinating Minister for Economy in 2016 is one of the stimulants undertaken by the government to strengthen the domestic medical device market. This policy indicates that there is an opportunity provided and supported by the government. The SWOT approach is needed to identify organizational capabilities, opportunities and threats from products in order to penetrate the domestic medical device market. The purpose of this study is to formulate a suitable strategy to be used in launching HERRO. The method used in this study is SWOT Analysis and Space Matrix. The results obtained from this study are an External Factor Evaluation (EFE) value of 2.64 and an Internal Factor Evaluation (IFE) value of 2.58. The results of the SWOT and Space Matrix analysis show that an Aggressive strategy is suitable to be used in launching HERRO products.