BUSINESS STRATEGY FOR NEW PRODUCT DEVELOPMENT (STUDY CASE : KHATU BEAUTY)

• Main Author: WIDIANTI - 29116204, DITA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26726
• Institution: Institut Teknologi Bandung

Khatu Beauty is a local beauty company from Bandung that focuses on the skincare line. Khatu believe that skincare is mandatory to all women. Khatu feel the need of women to take care of their skin in their busy schedule, so we provide the most efficient, simple and fun way of skincare.Khatu made our product from the most beneficial ingridents and formulated it in the best way for tropical climate. Khatu do not use six ingridents that they believe are not beneficial for skin ; silicones, essential oils, chemical screen, alcohols, SLS (Sodium Lauryl Sulfate), and fragrance or dyes. <br /> <br /> The idea of this research is to find the business strategy for Khatu Beauty as the new comer in the beauty industry. Research is aimed to offer the best business strategy for Khatu Beauty newly launch. <br /> <br /> This final project used some data method collections including questionnaire, interview, and literature study. This research will explain about business strategy with some analysis; Segmenting Targeting and Positioning (STP) Analysis, Business model canvas, Streght Weakness Opportunity and Threat (SWOT) analysis, Competitor analysis, Total Available Market, Serviceable Available Market, Serviceable Obtained Market (TAM SAM SOM) Analysis, and Timmons model. Those factor will be gather and analized to formulating Khatu Beauty business strategy. <br /> <br /> The findings identified that customers are interested in the local skin care. The product that customers tend to buy in local skin care are moisturizer and face wash . Customers also want the skin care to use both organic and chemical ingredients. <br />