PENETAPAN STRATEGI PEMASARAN PRODUK KOSMETIK MELALUI PENDEKATAN ANALISIS SWOT PADA PT. MS GLOW DISTRIBUTOR MAKASSAR PERIODE 2023
Keywords:
Strategy , marketing and SWOT analysis.Abstract
This study aims to determine (1) internal factors which include strengths and weaknesses (2) external factors which include opportunities and threats (3) strategies for increasing the right cosmetic marketing using the SWOT analysis formulation at PT. Ms. Glow Makassar distributor.
The results of the study show that (1) internal factors which include strengths in the strategy to increase the marketing of cosmetic products through the SWOT analysis approach at PT. MS GLOW Makassar distributor, namely: well-known brand names, customer-friendly service, strategic store locations, many types of skin care offered and many rewards offered to consumers. While the weaknesses include: lack of promotion of unskilled employees, relatively high product prices, poor demographic segmentation and few employees (2) external factors which include opportunities for strategies to increase marketing of cosmetic products through a SWOT analysis approach at PT. MS GLOW Makassar distributor, namely: old customer loyalty, good relationships with consumers, smooth distribution, technological developments and skin care are basic needs. While the threat include: many similar products, fast technology, many competitors in the same market segmentation, increasingly varied designs and types of skin care and fluctuating raw material prices (3) MS GLOW product improvement strategies for Makassar distributors, namely: maintaining a well-known brand name and continues to innovate on the design and types of skin care, take advantage of rapid technological developments to improve product promotion, make management improvements, improve employee quality and increase the number of employees, especially in the marketing department.progressive strategy selection because strategy is made with all the power of PT. Ms. Glow Makassar distributor to take advantage of opportunities that have the potential of the region to develove production by utilizing technological developments to maximize te marketing of PT. Ms. Glow Makassar distributor.
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