BUSINESS INVESTMENT ANALYSIS FOR NEW COSMETICS BRAND OF PT ELCASTLE INDONESIA

Urai Jella Oktaviyari, Erman Arif Sumirat

Abstract

Cosmetic and personal care market industry will expand at 7.2% CAGR for 2017-2020. The key success factors which driving the market are favourable growth in GDP and growing awareness of the value of cosmetic and personal care products. Given that fact, PT Elcastle Indonesia as one of distributor cosmetic packaging company would like to expand their business through new development in cosmetic product focusing on lip products and eye products. In order to understand that new business investment is feasible in the cosmetics market, the company assess business strategy analysis using market research analysis through survey, Porter’s five forces analysis, Business Canvas, SWOT analysis and risk analysis. From the business strategy setting and risk management assessment, new business investment in cosmetic industry is feasible for PT Elcastle Indonesia. However, the Company has to focus in marketing strategy in order to compete with cosmetics industry.
Keyword: Business Investment Analysis, Porter’s Five Force Analysis, SWOT Analysis, Risk Assessments

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