Business Expansion Strategy of a Beauty Clinic: An Integrated Strategic Analysis Case Study of Semarang Beauty Clinic, Cirebon

Abstract

The beauty industry in Indonesia has grown significantly, driven by rising public awareness of personal care and aesthetic needs. This rapid growth has intensified competition among beauty clinics, including those in Cirebon City. Semarang Beauty Clinic, established in 2000, has strong operational experience and customer loyalty; however, it faces limitations to business expansion. This study aims to analyze an appropriate business expansion strategy using a comprehensive strategic analysis framework. The research employs a qualitative case study approach through interviews, observations, and documentation. External analysis uses PESTEL and Porter’s Five Forces, while internal analysis applies MOST, Resource Audit, and the BCG Matrix. The results indicate that the clinic has a strong brand reputation and loyal customers, but is constrained by limited professional human resources and suboptimal digital marketing. Opportunities arise from rising market demand and technological advancements, while threats include intense competition and substitutes. The study concludes that expansion strategies should focus on strengthening management systems, optimizing digital marketing, developing technology-based services, and gradually opening new branches in high-potential markets.