ANALISIS STRATEGI BERSAING KLINIK KECANTIKAN RAFA HEALTH AND BEAUTY LIFESTYLE KOTA BANDUNG
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Date
2019-11-12
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Abstract
Business activity is one of the important activities within the company. The tendency of an effort to be superior to the competitors is the main target of all business units. We need a strategy that is able to support the achievement of company goals.
Good management of this business creates a high-profit business, therefore the business strategy development is needed. To determine and develop the strategy, SWOT analysis is needed. The unit of analysis of this research is Rafa Health and Beauty Lifestyle Aesthetic Clinic in Bandung. The method used is qualitative descriptive by analyzing the business environment from internal and external aspects.
Internal analysis uses McKinsey`s 7S and external analysis using Porter`s five forces. After that the analysis technique uses the SWOT matrix with the EFAS and IFAS approaches. The results show that the Rafa Aesthetic Clinic is in Quadrant II, which is the right strategy implemented is a turn-around strategy (Retrenchment) that is designed to strengthen the basic competencies of a unique organization.
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SWOT analysis, Five Forces Porter, 7S Framework