The Application of Strategic Management in Enhancing Business Sustainability of Franchises in the Beauty Salon Industry: a Business Study on Haircode Salon

The franchise business model has recently been developing as an alternative business model that can be chosen to foster entrepreneurship. One business line that has great potential to grow based on a franchise system is the beauty salon industry. The exposure to global beauty trends through social media has undeniably increased the demand and opportunities for the development of salon service businesses. This research aims to analyze the implementation of strategic management by the franchise company PT. Sisir Emas Nusacipta (PT. SEN), the brand holder of Haircode, in developing and sustaining its business amidst increasingly competitive business conditions. The investigation into strategies to enhance the sustainability of franchise businesses, particularly in addressing economic, environmental, and social dimensions, is deemed important by the researcher for further study. The findings from this research can serve as a reference for entrepreneurs who wish to adopt the franchise system as their business model. A qualitative method will be used in this research, where the necessary data will be collected from interviews, literature reviews, and both written and digital documentation.