Marketing Strategy for Scale Up Beauty Clinics "NFD"

Abstract

The development of the local economy Surabaya, especially western Surabaya, the need for beauty treatments will be greater. On the other hand, the number of beauty clinics are also growing. That is, besides having the opportunity to grow big, the challenges of competitors are also getting bigger. In this research, study and assessment of internal clinical data NFD to know the problems faced in particular in the implementation of marketing strategies. It also examined internal problems related to optimizing the implementation of marketing strategies, ranging from the vision, mission and values of the organization, organizational structure, jobdesc and team competence, performance evaluation that embraces continuous PDCA and market research. From the picture can create a marketing strategy that includes competition strategy (segmentation, targeting and positioning), tactical marketing (marketing mix and differentiation), the value of marketing (branding, service and process). Based on this assessment, there are several ways of settlement. Due to internal conditions that also need improvement, then the way of solving problems that have a combination of various means of solving that includes revamping the vision, mission and values of the organization, organizational structure, job description and competency team, performance evaluation adheres PDCA sustainable and market research to ensure the marketing strategy that includes competition strategy (segmentation, targeting and positioning), tactical marketing (marketing mix and differentiation), the value of marketing (branding, service and process) is applied to run more optimally.