Strategic Development of Competitive Advantage for Beauty Clinics in Bogor: A SWOT Analysis Approach

Abstract

The beauty clinic industry in Indonesia is experiencing rapid growth along with increasing public awareness of the importance of appearance and self-care. In facing increasingly competitive dynamics, an appropriate and measurable strategy is needed to maintain and improve competitive advantage. This study aims to analyze internal and external factors that influence the strategic position of one of the beauty clinics in Bogor, namely Besthetic Clinic, using the SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis approach. The results of this analysis produce strategic recommendations that aim to optimize strengths, minimize weakness, take advantage of opportunities, and anticipate potential threats, so that the clinic can maintain competitiveness and relevance in ever – growing industry.