Kamila, Kalista (2025) ANALISIS SWOT PADA PRODUK BEDAK MARCKS DI PT KIMIA FARMA TRADING & DISTRIBUTION CABANG SERANG. D3 thesis, universitas sultan ageng tirtayasa.
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Abstract
The purpose of this final assignment is to conduct a SWOT analysis related to the strengths, weaknesses, opportunities, and threats faced by Marcks powder products distributed by PT. Kimia Farma Trading & Distribution, Serang Branch. Marcks powder is one of the cosmetic products that has been widely known in Indonesia, but still has to face tight competition in the ever-growing cosmetic industry market. The method used in this study is a descriptive approach with data collection through observation, interviews, and documentation. The results of the analysis show that the main strength of this product lies in its trusted brand and affordable price. However, the weakness lies in the lack of product innovation and limited promotion. Opportunities can be seen from the increasing public awareness of the importance of skin care and the trend of using safe cosmetics. Meanwhile, threats come from competition from similar cosmetic products that offer more aggressive innovations and marketing strategies. One alternative strategy carried out by Marcks powder (S-O) is to improve product quality, utilize technology for brand awareness, and offer affordable prices through e-commerce, Marcks can expand its market share along with the trend of skin health awareness.
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | Penulisan tugas akhir ini bertujuan untuk melakukan analisis SWOT berkaitan dengan kekuatan (strength), kelemahan (weaknesses), peluang (opportunities), dan ancaman (threats) yang dihadapi produk bedak Marcks yang didistribusikan PT. Kimia Farma Trading & Distribution Cabang Serang. Bedak Marcks merupakan salah satu produk kosmetik yang telah dikenal luas di Indonesia, namun tetap harus menghadapi persaingan ketat di pasar industri kosmetik yang terus berkembang. Metode yang digunakan dalam penelitian ini adalah pendekatan deskriptif dengan pengumpulan data melalui observasi, wawancara, dan dokumentasi. Hasil analisis menunjukkan bahwa kekuatan utama produk ini terletak pada merek yang sudah terpercaya dan harga yang terjangkau. Namun, kelemahan terletak pada kurangnya inovasi produk dan promosi yang masih terbatas. Peluang dapat dilihat dari meningkatnya kesadaran masyarakat akan pentingnya perawatan kulit dan tren penggunaan kosmetik yang aman. Sementara itu, ancaman datang dari persaingan produk kosmetik sejenis yang menawarkan inovasi dan strategi pemasaran yang lebih agresif. Salah satu alternatif strategi yang dilakukan bedak Marcks (S-O) dengan meningkatkan kualitas produk, memanfaatkan teknologi untuk brand awareness, dan menawarkan harga terjangkau melalui e-commerce, marcks dapat memperluas pangsa pasar seiring tren kesadaran kesehatan kulit. | |||||||||
| Uncontrolled Keywords: | SWOT Analysis, Strenghts, Weakness, Opportunities, Threats Analisis SWOT, Ancaman, Kekuatan, Kelemahan, Peluang | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | kalista kamila kamila | |||||||||
| Date Deposited: | 03 Sep 2025 08:13 | |||||||||
| Last Modified: | 03 Sep 2025 08:13 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52019 |
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