Analyzing the Potential Market of Local Color Cosmetics in Indonesia : The Case of an IndonesianSmall Medium-Enterprise

DOI

10.2991/amca-18.2018.137How to use a DOI?

Keywords

SME, Market entry, Beauty and Personal care

Abstract

The aim of this study is to provide a market analysis based upon the case of severalnewly established Indonesian SMEs (Small-Medium Enterprise) in beauty and personal care especially in color cosmetics.The study is conducted with two main objectivesnamely; (1) To determine secondary sources for relevant data on the size and potential scope ofdemand in Indonesian market for local cosmetics, (2)To outline possiblemarket entry strategies fora new company in selected Indonesian regional markets. In achieving thisaim, the study is conducted by using qualitative research, in which the secondary data and primary data collection isutilized.This study is expected todiscover that there is potential market for local cosmetics albeit the fragmented market in Indonesia. However, this study contains certain limitationsbut hopefully it can beaddressed for future research. Nonetheless, this study will create a distinct addition to theknowledge of a Small Medium Entreprise looking to enter beauty and personal care market.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Arum Prasasti
PY  - 2018/07
DA  - 2018/07
TI  - Analyzing the Potential Market of Local Color Cosmetics in Indonesia : The Case of an IndonesianSmall Medium-Enterprise
BT  - Proceedings of the 5th International Conference on Community Development (AMCA 2018)
PB  - Atlantis Press
SP  - 495
EP  - 497
SN  - 2352-5398
UR  - https://doi.org/10.2991/amca-18.2018.137
DO  - 10.2991/amca-18.2018.137
ID  - Prasasti2018/07
ER  -