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COMPETITIVE STRATEGY DEVELOPMENT OF AUDIA HOUSE OF BEAUTY

This research aimed to: identify industry attractiveness of salon and spa in Bekasi to know in what position the company can compete with other competitors, analyze the competition capability of Audia House of Beauty with other competitors, and formulate appropriate business strategy plan for Audia House of Beauty in enhancing competition in Bekasi. To answer the research questions of this research, a descriptive study using case study, survey, and observation method were conducted. In conclusion, the policy of Audia House of Beauty business strategy had good competition strategy and high competitiveness as it could be seen that Audia House of Beauty could be competitive to other salons in its area. At the same time, since it was in the medium market development and competition, selective infestation was needed. The steps to do were to develop its business, to increase market as well as business activities, to formulate product specialization, and to consider customers’ needs.