PROPOSED BUSINESS SOLUTIONS FOR SMALL BUSINESS DEVELOPMENT (CASE STUDY : CALISA BEAUTY CARE)

• Main Author: Herlisa, Andi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53269
• Institution: Institut Teknologi Bandung

Today skin care are increasingly becoming part of lifestyles, many are more concerned on their well-being especially when it comes appearance. Change of behavior has an impact on industry related to beauty product and services. According to Statista.com (2020) revenue of Indonesia face care market amount to 1,124.47 million in 2019 and the growth always been positive since 2012, in 2020 revenue growth predicted decrease to 2.58 percent but will increase significantly in 2021, after 2021 revenue growth maintained above 5 percent. Calisa Beauty Care is local small beauty care business in Berau, East Kalimantan, focused on face skin care and servicing only women. Calisa Beauty Care business started at home in 2018 service marketed by “word of mouth” on small community. In the beginning of 2019, Calisa Beauty Care moved to new store, in the first 4 months customer visiting rise to 2.9 times, but after May 2019 the customer visiting decreased. On February, 2020, Calisa Beauty Care faced a legal problem that has negative effect to Calisa Beauty Care brand image. To solve the problem, researcher define Calisa Beauty Care Business Canvas. Exploration of factors affecting business determining into two categories : internal analysis (Segmenting Targeting and Positioning (STP), 7Ps-marketing mix) and external analysis (PESTEL, Porters Five Forces, competitors analysis, customers analysis). Competitor analysis, analyzed by comparing Calisa Beauty Care marketing mix versus competitors marketing mix. Customers analysis, analyzed by create questionnaire in order to indentify company performance versus customer perceptions, questionnaire result plotted on IPA (Importance Performance Analysis) matrix. The next step is Strength Weakness Opportunity and Threat (SWOT) Analysis. Strength, weaknesses, opportunities and threat of Calisa Beauty Care create based on internal and external analysis, to know the business options, TOWS matrix created. Based research result, it was found that the decreasing of customers visit due to several factors such as : the treatment and product have a low quality result so it is did not have a significant impact on the customer's skin, Calisa Beauty Care have a low service performance, additional facilities and Calisa Beauty Care rooms were less attractive, Calisa Beauty Care products are often out of stock and Calisa Beauty Care equipment is not updated. The business solution should be taken by Calisa Beauty Care are create Standard Operating Procedure (SOP) and improve therapist knowledge ; upgrading Calisa Beauty Care services, improving marketing activity, and create partnership with wellknown skin care outside Berau.