Marketing Strategy Analysis for Increasing Skintific Product Sales: A Study of CV Femina Lampung

Abstract

Field findings indicated that many visitors do not prefer Skintific products for their skincare needs, favouring competing brands instead. This study analyses the marketing strategy of CV Femina Lampung for increasing Skintific product sales. A quantitative descriptive design with an explanatory survey approach was applied, with 90 customer respondents selected through simple random sampling and a 20-item questionnaire, analysed using internal and external factor evaluation, the internal-external matrix, SWOT analysis, and the quantitative strategic planning matrix (QSPM). The internal factor evaluation produced a score of 2.55 and the external factor evaluation a score of 2.40, indicating a moderate strategic position. The SWOT analysis showed that the principal strength is the fit of the product with current consumer preferences, while the principal weakness is a digital ordering system that is not yet user-friendly and the principal threat is concern over online transaction security. The QSPM identified market penetration as the priority strategy (total attractiveness score of 13.42), ahead of product development (12.99) and market development (12.40). The study concludes that the marketing strategy has moved in a positive direction but should be reinforced through digital optimisation, trust building, and active social-media use, and it offers a reference for strategy development in the skincare retail sector.