Exploration of Marketing Strategy in Increasing Competitive Advantage: Case Study of Ms Glow

This research aims to explore marketing strategies that can increase competitive advantage, focusing on the Ms Glow case study. By using SWOT analysis, Ms Glow's position is assessed as being in corner I, which indicates a very favorable situation for the business to implement an aggressive/growth strategy. Analysis of internal factors (IFE) and external factors (EFE) produces a value of strengths and opportunities (SO) of 4.16, strengths and threats (ST) of 3.95, weaknesses and opportunities (WO) of 3.88, and weaknesses and threat (WT) of 3.67. The highest recommended strategy is to use safe materials, have many distributors, agents and sellers in every city, and products that are BPOM certified. Apart from that, its presence which is often found in e-commerce and offline stores, affordable prices, as well as the practice of product bundling and product promotions are also effective strategies.