Objective and Scope:

The client, a global beauty and personal care company, sought to gain a better understanding of an emerging player’s end-to-end operations in Indonesia, including its business model, manufacturing strategies, sales and distribution operations, and team structure. To address this, they engaged Benori to conduct a detailed competitive intelligence exercise to:

• Evaluate the player’s business performance in the country, along with insights on two of its upcoming brands
• Decode the entire value chain, starting from product procurement/manufacturing to last-mile distribution

Approach:

Benori carried out comprehensive secondary and primary research to assess the business operations, including manufacturing and sales & distribution model of the player. This included extensive research to gather information available on public platforms. This was further supplemented by expert discussions with current and former employees from various departments of the target players, including procurement, manufacturing, and marketing. This dual research approach enabled the validation of the information and the delivery of actionable insights into players' strategies.

Impact:

The research enabled the client to:

• Develop an in-depth understanding of the player’s business model, manufacturing and packaging operations, and sales and distribution strategies
• Identify the potential threats to its market share, owing to the player’s increasing presence in the region