The Development Strategy of Natural Skincare (Case Study PT Nectars Natura Karya)

In recent years, skincare industry has grown rapidly in Indonesia. The growing number of skincare users in Indonesia becomes an opportunity for skincare producers in Indonesia, which is dominated by MSMEs. PT Nectars Natura Karya is one of MSMEs that consistently produce and promote the usage of natural skincare and sustainable products. Like other MSMEs, in particular, Covid-19 pandemic had impacted PT Nectars Natura Karya’s business as their sales dropped 30 percent in 2020. Based on those problems, PT Nectars Natura Karya needs to improve the resilience of their business in this post-Covid era. This research aims to identify strategic priorities for PT Nectars Natura Karya to compete with competitors and stay relevant in the market. In order to answer the research question, this research used the EFE and IFE Matrix to identify and evaluate external and internal factors. In the matching stage, external and internal factors were used to generate feasible alternative strategies for PT Nectars Natura Karya. In this stage, the author used IE and SWOT Matrix to formulate alternative strategies. To determine the best strategies for PT Nectars Natura Karya, the author used AHP and TOPSIS methods. The results explain implementing digital marketing and increasing their digital literacy is the best option for PT Nectars Natura Karya. Digital literacy has already become a “have-to-have” skill for SMEs since most of consumers interact and buy products through digital platforms. Keywords: AHP, MSMEs, natural skincare, PT Nectars Natura Karya, TOPSIS