NEW BUSINESS STRATEGY FOR SUMMER TIME, A NEW SKIN CARE BRAND IN INDONESIA

• Main Author: Peter Putranto, Eric
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42623
• Institution: Institut Teknologi Bandung

Skin care and cosmetic industry in Indonesia showed significant growth in several years. People started aware the importance of healthy skin in the middle of high pollution in Indonesia. Summer Time is a start up company in skin care industry for active millenial women who wants their skin healthy and bright. PT. Indonesia Industry Perkasa originally started produce office cleaning product, and now entering to skin care business because the growth of Indonesian millenial women are high. Through the analysis conducted from external and internal business environment, Summer Time implement focus differentiation strategy that focuses on delivering value added product that natural, safe, and high quality ingredient followed by effective business strategy and efficient marketing strategy. To formulate precise strategy, author using Diamond Strategy and Business Model Canvas followed by implementation plan to achieve this final project goals, Summer Time can compete in the local skin care industry.