Analysing Opportunity for New Established Acne Focused Skincare Brand in Indonesian Beauty Industry

Abstract

The skin is of utmost importance when people judge someone as beautiful. Maintaining skin health and people awareness toward their skin appearance is important. This beauty and health culture is validated in the presence of the growth of global skincare market from 2012 to 2025. More than 90 percent of world population is affected by acne at some point in their life. In 2010, acne ranked 8th in the list of most prevalent diseases in the world. Study from Indonesian Society of Dermatology and Venereology (INSDV) state that 60% Indonesian people are experiencing acne in 2006 and by 2008 the number reach 80% with sufferers ranging from 12-40 years old. The idea of this research is to help business people find the business strategy as new entrant in the beauty industry. Research is intended to analyze the environment for new established acne focused skincare brand. This paper presents external analysis consist of Porter’s Five Forces and Customer Analysis that will be concluded with Porter’s Generic Competitive Strategy