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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Lisarib, Hilda
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Economics, Econometrics & Finance

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Bahasa Inggris Horas, Lavenia; Syalwah; Sari, Nirmala; Lisarib, Hilda; Mustikarini, Carolina Novi; Firman, Afrizal
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No Special Issue (2026): Vol. 10, Special Issue, 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10iSpecial Issue.19257

Abstract

The beauty industry in Indonesia has grown notably over the past decade, driven by higher public awareness of self-care, evolving lifestyles, digital advances, and the country’s cultural diversity. This steady rise underscores the importance of having well-structured strategic planning to maintain sustainability and remain competitive in a constantly shifting market. This study examines how strategic planning is implemented within Indonesia’s beauty sector by identifying both internal and external factors that shape business strategies for local as well as multinational companies. It focuses on two central questions: (1) which major factors influence the development of Indonesia’s beauty industry, and (2) what types of strategic planning are used to support its expansion. The research employs a qualitative method based on secondary data. Porter’s Diamond Theory and a SWOT framework are used to explore the sources of competitiveness, while the TOWS matrix is applied to develop strategic alternatives. The results show that the industry’s progress relies not only on its internal strengths and limitations but also on how effectively it responds to external opportunities and potential risks. The study also highlights the need for cooperation among industry stakeholders, supportive government policies, and continuous innovation to keep pace with changing consumer preferences and increasing global competition.
Co-Authors Firman, Afrizal Horas, Lavenia Mustikarini, Carolina Novi Nirmala Sari Syalwah