BUSINESS STRATEGY FOR IMPROVING BUSINESS PERFORMANCE OF PANDADERMA

• Main Author: ARIA MARTHA 29115147, PRAMUJA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23690
• Institution: Institut Teknologi Bandung

It is the nature of women to look beautiful and feel beautiful. Therefore, women use cosmetics <br /> <br /> <br /> <br /> as a way to let themselves and feel confident. There are two kind of cosmetics sold in the <br /> <br /> <br /> <br /> market, which are skin-care cosmetic and make-up. The whole cosmetics market is not <br /> <br /> <br /> <br /> growing on a daily basis, but has reached the level of vigorous development. PandaDerma are <br /> <br /> <br /> <br /> a start-up focused on selling and consulting the use of skin-care cosmetics. They were found <br /> <br /> <br /> <br /> in July 2015 by two pharmacists who are concerned about the use of illegal cosmetics. They <br /> <br /> <br /> <br /> dream to become the most trusted and reliable cosmetic retailer in Indonesia. <br /> <br /> <br /> <br /> The main issues they are facing is they needs to reformulate their business strategy to improve <br /> <br /> <br /> <br /> their performance and increase the sales. The goal of this paper is to find out what is the ideal <br /> <br /> <br /> <br /> and efficient business strategy for PandaDerma to solve the problems they have and to improve <br /> <br /> <br /> <br /> their performance. <br /> <br /> <br /> <br /> This research use qualitative method which started by literature study then followed up by <br /> <br /> <br /> <br /> utilize internal analysis by observing PandaDerma Business Model Canvas and Marketing <br /> <br /> <br /> <br /> Mix, and external analysis using Porter’s Five Forces analysis and Marketing Mix <br /> <br /> <br /> <br /> benchmarking. The Internal and External analysis is followed up by Generic Business Strategy <br /> <br /> <br /> <br /> analysis, SWOT analysis and TOWS matrix analysis. <br /> <br /> <br /> <br /> The result of analysis identified some problems that need to be resolved as soon as possible. <br /> <br /> <br /> <br /> In conclusion, this research found seven strategies that can be implemented by PandaDerma <br /> <br /> <br /> <br /> but only four of them is suitable for them which are: (1) exploit more e-commerces, social <br /> <br /> <br /> <br /> medias and other online media to grab more attention from the market, (2) creating partnership <br /> <br /> <br /> <br /> with another supplier (different brand) to attract market at least for seeing their store, (3) <br /> <br /> <br /> <br /> exploiting the packaging as promotional media, (4) exploiting digital marketing such as <br /> <br /> <br /> <br /> endorser, vloger, bloger to educate market and increase brand awareness of PandaDerma. This <br /> <br /> <br /> <br /> strategies are implemented to new Business Model Canvas and Marketing Mix to be proposed. <br /> <br /> <br /> <br /> After that, the action plan is made as the final result of this research.