FORMULATING BUSINESS STRATEGY FOR A START-UP BEAUTY COMPANY TO COMPETE IN LOCAL COSMETIC INDUSTRY (CASE STUDY: THEY TALK ABOUT MATTE LIQUID LIPSTICK BY PT ARKAMAYA PANCADASA INDONESIA)

• Main Author: ADELIA PRAMESWARI (NIM 29115361), AUDRIA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21315
• Institution: Institut Teknologi Bandung

Abstract - Beauty and cosmetic industry in Indonesia showing a significant growth these past few years. <br /> <br /> Positive economic conditions in Indonesia continued to stimulate beauty and personal care sales, with <br /> <br /> the area benefitting from the rising employment rate and, in turn, increasing consumer incomes and <br /> <br /> buying power. Moreover, as a large Muslim population in Indonesia, the issuance of government <br /> <br /> regulation on halal product assurance is a huge opportunity to offer a potential market for halal beauty <br /> <br /> offerings. PT. Arkamaya Pancadasa Indonesia came as one of the local cosmetic brands that entered the <br /> <br /> competition in 2016. With the aim to brings a fresh alternative for local cosmetic market by providing <br /> <br /> a unique design and advancement in product formula, They Talk About as their brand promise a <br /> <br /> different experience for their customers. Through the analysis conducted from external and internal <br /> <br /> business environment of They Talk About, it is found that in order to be able to compete in an already <br /> <br /> tight industry sector, They Talk About needs to perceive a focus differentiation strategy as their generic <br /> <br /> business strategy that focuses on delivering a high-quality product advancement with a foremost and <br /> <br /> effective sales & marketing strategy for a specific niche market segment that will be more profitable in <br /> <br /> order to be able to win their market share. Several strategy formulations using TOWS Matrix, Diamond <br /> <br /> Strategy and Business Model Canvas are conducted to help the company in increasing their performance <br /> <br /> especially in terms of sales to compete in the industry.