BUSINESS INNOVATION STRATEGY AND DEVELOPMENT FOR BEAUTY CLINIC (CASE STUDY : MARIANA BEAUTY AESTHETIC)

• Main Author: Kurniawan Setiadjaja, Ricky
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/47330
• Institution: Institut Teknologi Bandung

The main of this research is problem-solving for Mariana Beauty Clinic. Mariana Beauty clinic has decreased from year to year on EBITDA where the reality that there is a beauty business in Indonesia has increased quite rapidly by 16% in 2019. The author used several techniques of data analysis for the data qualitative in this research was gathered through interview and observation. The author uses a SWOT analysis where there are internal factor analyzes and external factor analyses. Internal factor analysis uses STP marketing mix and external factor analysis uses PESTLE, consumer analysis, competitor analysis, and Porter's five forces. Based on the results of internal and external research, SWOT analysis shows the results of IFAS and EFAS. The IFAS score for the Mariana Beauty clinic is 3.59. It means that they have a strong enough internal position to compete in the industry. the EFAS score for Mariana Beauty clinic is 3.45 which is above the average (midpoint) of 2.5. It means that they have a strong enough external position to compete in the industry. By using the SWOT analysis show that five causes of the Mariana Beauty EBITDA continue to decline, namely, the selling price is too low, the marketing strategy does not keep up with the times, human resources, the price of the beauty machine is quite expensive, the financial analysis has not been running optimally.