PENETAPAN STRATEGI PEMASARAN PRODUK KOSMETIK MELALUI PENDEKATAN ANALISIS SWOT PADA PT. MS GLOW DISTRIBUTOR MAKASSAR

Tarmizi Alam. 2023. Determination of Marketing Strategy for Cosmetic Products through a SWOT Analysis Approach at PT. MS GLOW Distributor Makassar, supervised by Muhammad Hidayat and Fitriany.
This study aims to determine (1) Internal factors which include strengths and weaknesses. (2) External factors which include opportunities and threats (3) Appropriate cosmetic marketing improvement strategies using the SWOT analysis formulation at PT. Ms. Glow distributor Makassar.
Data were obtained using a questionnaire related to strengths, weaknesses, opportunities, and threats to 5 respondents at PT. Ms. Glow distributor Makassar. The
sampling technique used purposive sampling technique.
The results show that (1) Internal factors include 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 the lack of promotion of unskilled employees, relatively high product prices, less demographic segmentation,
and few employees (2) External factors include old customer loyalty, good relationships with consumers, smooth distribution, technological developments, and skincare is a basic need. While threats include many similar products, fast technology, many competitors in the same market segment, increasingly varied designs and types of skincare, and fluctuating raw material prices. (3) The strategy for improving MS GLOW Makassar distributor products is to maintain the good name of a well-known brand and continue to
innovate on designs and types of skincare, take advantage of rapid technological developments to increase product promotion, carry out management improvements, improve employee quality and increase the number of employees, especially in the marketing department. This is done to develop production by utilizing technological developments to maximize marketing at PT. MS Glow Makassar distributor.