DNI Skin Centre Renon Business Development Strategies by Applying Swot and Topsis Methods

Abstract

The development of beauty trends in Indonesia is increasing, which makes the cosmetics industry one  of the promising industries. The presence of foreign brand cosmetics makes domestic products  experience sales decline. The high level of competition has become one of the factors in conducting  business development strategies. The objectives of this study are 1) to analyze the internal and external  environmental conditions of DNI Skin Centre, and 2) to formulate strategies and set priorities for DNI Skin Centre business development strategies. This study uses the SWOT method to determine the  alternative strategies used, and the TOPSIS method to rank alternative strategies. Strategies that can be applied at DNI Skin Centre Renon are to growth and build. The first alternative priority strategy  chosen is to provide education to consumers about Renon's DNI Skin Center products and treatments.  The second priority alternative strategy chosen is to maintain the price and quality of the product and  the third priority alternative strategy is to promote the products and treatments that exist at the Renon  DNI Skin Center.