AN ANALYSIS OF STRATEGIC PLANNING OF THE DEVELOPMENT OF BEAUTY INDUSTRY IN INDONESIA

Authors

  • Lavenia Horas Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
  • Syalwah Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
  • Nirmala Sari Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
  • Hilda Lisarib Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
  • Carolina Novi Mustikarini Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
  • Afrizal Firman Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia https://orcid.org/0000-0001-8338-932X

DOI:

https://doi.org/10.29040/ijebar.v10iSpecial%20Issue.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.

Author Biography

Afrizal Firman, Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar

Dr. Afrizal Firman is a Head of Master of Management and an Assistant Professor at Sekolah Tinggi Ilmu Ekonomi Ciputra (Ciputra School of Business) in Makassar. He taught business management, international business practice, international business foresight, export-import strategies, cross culture management, business opportunity creation, sustainability of family business, business alignment, global strategic management courses, sustainability & innovation business, business apprentice, and family tree & regeneration. He is also a PIC of networking and partnership (NNP) of master program. He earned his MBA and Ph.D studies in Taiwan. His expertise focuses on international business, international trade, sustainable tourism, and economic development issues. He published high-indexed Scopus/SSCI/SCI articles related to his fields. He also earned certifications for particular courses from prestigious academic institutions, such as the University of London on managing the company of the future in 2021; successful negotiation: essential strategies and skills in 2022 from the University of Michigan, and understanding and strengthening health systems in 2022 from Johns Hopkins University. He had presented at and participated in totally six international conferences throughout his academic career. Three of them were proceeding Scopus/IEEE indexed. Furthermore, he had published a book and experienced international business development and international sales/marketing positions at the Taiwanese company. However, he was also activated in some community services both national and international.

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Published

2026-02-26

How to Cite

Horas, L., Syalwah, Sari, N., Lisarib, H., Mustikarini, C. N., & Firman, A. (2026). AN ANALYSIS OF STRATEGIC PLANNING OF THE DEVELOPMENT OF BEAUTY INDUSTRY IN INDONESIA. International Journal of Economics, Business and Accounting Research (IJEBAR), 10(Special Issue). https://doi.org/10.29040/ijebar.v10iSpecial Issue.19257

Issue

Vol. 10 No. Special Issue (2026): Vol. 10, Special Issue, 2026

Section

Articles

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