PROPOSED SEGMENT AND SERVICES OFFERING FOR GUZELL SALON & SPA.

• Main Author: PUTRI AJRINA 29115432, SABILA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24161
• Institution: Institut Teknologi Bandung

Salon Industry now has an increasing business growth because of changes in urban <br /> <br /> <br /> <br /> society who tend to get stress because of busy working schedule, are looking for beauty <br /> <br /> <br /> <br /> treatment in salon as to get relaxation and improve their performance. The economic growth <br /> <br /> <br /> <br /> and increasing of middle class of people then affected the increasing number of potential <br /> <br /> <br /> <br /> customers in business salon who are looking to get good quality of services in affordable <br /> <br /> <br /> <br /> price. Guzell Salon & spa, as a beauty salon located in South Tangerang area offer a range of <br /> <br /> <br /> <br /> beauty treatment for its targeted customers but since this business has been established for <br /> <br /> <br /> <br /> less than 5 years the sales performance has not met company goals and it is caused by lack in <br /> <br /> <br /> <br /> marketing strategies. To overcome the problem this research would do analysis by looking its <br /> <br /> <br /> <br /> recent performance in STP analysis, Marketing Mix and Service Quality Analysis. <br /> <br /> <br /> <br /> This study used questionnaires, depth interviews, and analysis of the questionnaire <br /> <br /> <br /> <br /> results. For the questionnaire, researchers spread questionnaires for 100 customers of Guzell <br /> <br /> <br /> <br /> salon & Spa with judgment method, where by the questionnaires distributed while the <br /> <br /> <br /> <br /> customers do the treatment in Guzell salon & Spa or they just finished the treatment. Then <br /> <br /> <br /> <br /> the results of the interviews and the questionnaires were analyzed using SPSS (descriptive <br /> <br /> <br /> <br /> analysis). From the analysis, shown that Guzell salon & Spa has lack in some variables in <br /> <br /> <br /> <br /> marketing mix, most of dimensions in service quality and non-appropriate STP. <br /> <br /> <br /> <br /> Based on existing problems, author propose some solutions for Guzell Salon & Spa in <br /> <br /> <br /> <br /> terms of internal repair. Such as develop a range variety of beauty treatments, hire a <br /> <br /> <br /> <br /> marketing staff so it would be focus in promotion both in online & offline, maintenance the <br /> <br /> <br /> <br /> service quality and expand its targeted customers. In addition, the authors also provide inputs <br /> <br /> <br /> <br /> such as implementation timeline and implementation budget.