BUSINESS DEVELOPMENT STRATEGY TO DEVELOP AND SUSTAIN SMALL MEDIUM ENTERPRISE IN HEALTHCARE INDUSTRY (CASE STUDY: POSTUR CLINIC)

• Main Author: Nadira Rahadja, Amadea
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79795
• Institution: Institut Teknologi Bandung

Postur Clinic is a healthcare facility specializing in Physical Medicine and Rehabilitation (PM&R), the clinic experienced rapid growth yet faced inconsistent sales, indicating underlying management challenges. For a business to achieve sustainability it must have business strategy, adaptation to technology and innovation, and entrepreneurial skill and knowledge in which should be integrated in each organizational element. This research addresses the absence of a clear guideline for business strategy formulation as the root cause of Postur Clinic's business issue. The objective is to develop a comprehensive business strategy framework to sustain and develop this small to medium-sized enterprise. Utilizing primary and secondary data sources and mixed-method for data collection, this research appoints various strategic analysis frameworks. It delves into an extensive examination of Postur Clinic's internal and external conditions to create strategy formulation frameworks using SWOT-TOWS matrix, Marketing Mix 7Ps, STP strategy, and Ansoff Matrix. The analysis exhibits Postur Clinic's strengths in specialized scoliosis treatments and a strong supply chain, alongside challenges such as limited capacity, vacant organizational roles, and underutilized digital marketing. External factors like regulatory changes, technological advancements, and competitive landscape present opportunities and threats. Using the SWOT-TOWS matrix, internal strengths and weaknesses are aligned with external opportunities and threats. This leads to a proposed business strategy framework of market development strategy based on STP and a revamped Marketing Mix 7Ps strategy from the Ansoff Matrix. The outcome of this research is a one-year business strategy plan presented visually as a Gantt chart. This framework outlines actionable steps derived from the formulated strategy, aiming to rectify management issues and limitations, maximize strengths, and navigate industry challenges to ensure the sustained growth and development of Postur Clinic within the competitive healthcare landscape.