Proposed Business Strategy for Eiffel International Beauty Center

• Main Author: Julius Praja 29115647, Dion
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26706
• Institution: Institut Teknologi Bandung

The beauty world is getting more popular from day by day. The trend in the beauty word never stop growing. This can be an opportunity for business people to open a business in the beauty world Eiffel International Beauty Center is a well established salon. Eiffel International Beauty Center was established on 5 Octover 1995 and located at Jalan Pajajaran no. 29 Bogor. Eiffel International Beauty Center provides many services such as salon, acupuncture clinics, facial and skincare, as well as medical spa. Eiffel International Beauty Center has a business issu that is declining the number of customer in the past few years. <br /> <br /> The purpose of this final project is to analyze the salon internally and externally also build a business strategy that can help the sustainability of the company in the future. In fotmulating the strategy, the external factor analysis and internal conditions within the company is be done. For the external analysis, methods such as PEST analysis, Porter Five Analysis, evaluate criteria analysis, and competitor analysis are used. The result of external analysis will determine the opportunities and threats faced by Eiffel International Beauty Center. For internal analysis, methods such as business model canvas analysis and resources based analysis are used. The internal analysis will determine the strengths and weaknesses of the salon. The result of the external and internal analysis are used to construct a SWOT analysis. The SWOT analysis will be used to compile the IE matrix and TOWS matrix to develop the strategies required by Eiffel International Beauty Center. <br /> <br /> The strategy build based on business level strategy and functional level strategy. The strategy required by Eiffel International Beauty Center is a strategy that focus on product development and market development. The strategy formulation is summarized in the implementation plan with a period of one year ahead. <br />