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

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