NEW BUSINESS STRATEGY FOR WHYTEEDENT TO REGAIN ITS MARKET SHARE IN INDONESIA

• Main Author: Pricilla Fadeli, Aurora
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61102
• Institution: Institut Teknologi Bandung

PT Hydrangea Indonesia’s Whyteedent is one of the leaders in oral care products and occupied 78.7 percent of the market in 2017. However, according to the Top Brand Index, the market share is down to 64.6 percent in April 2020. Competition becomes fiercer as consumers are exposed to many brands that are offering similar products and services. Whyteedent has 24 variants of toothpaste for adults and 3 toothpaste variants for kids. Having too many varieties within their own brand makes Whyteedent compete not only with its rivals but also with its own products. Therefore Whyteedent needs to enhance their competitive advantage. The research was done using both primary and secondary resources. In this research the primary datas was collected from surveys and interviews. The data was gathered by using the snowball sampling method. Further exploration was done to perceive what other opportunities could help Whyteedent to develop its business strategies in order to increase its market share in Indonesia through external and internal business environment analysis using PESTEL, VRIO, and SWOT framework. The TOWS analysis and marketing mix was then used to develop the business strategies. The findings show 82.6% of the respondents had used 2-5 brands of toothpaste in their lifetime. Due to COVID-19 outbreak, consumer habits shift to online retailers to buy oral care products. However, purchase is still dominated by offline stores through supermarkets and minimarkets. Indonesia’s e-commerce has doubled every year for the past three years and is projected to grow eight times by 2022. Whyteedent should use this opportunity to create a sense of urgency in maintaining good oral hygiene to boost online sales as poor oral hygiene could increase the risk of contracting COVID-19. To enhance Whyteedent competitive advantage, there are 6 strategy recommendations to solve the problem of decreasing market share, which are to decrease product variants, target niche markets, use recyclable materials, build online presence, implement refill stations, and increase oral health education initiatives.