Citation:

Ajeng Anis Wahdah. "Proposed Marketing Strategy in the Indonesian Fragrance Industry (Case Study: Labyrinth)" International Research Journal of Economics and Management Studies, Vol. 4, No. 4, pp. 158-162, 2025.

Abstract:

The Indonesian perfume market has experienced significant growth in recent years, driven by increasing consumer preferences, social media influence, and government support for local businesses. Labyrinth, a local perfume brand, faces challenges in maintaining stable market performance, particularly in sales consistency and brand awareness. This research aims to analyze Labyrinth’s internal and external factors through a comprehensive SWOT analysis to develop strategic recommendations for its market growth. The study employs internal analysis frameworks such as RBV, VRIO, and Value Chain Analysis to assess the company’s strengths, including high-quality ingredients, exclusive formulations, and legal compliance. However, weaknesses such as limited brand awareness, a small team, and heavy reliance on event-based marketing are identified. External analysis using PESTEL and Porter’s Five Forces reveals opportunities in e-commerce expansion, local brand pride, and sustainability trends, while threats include intense competition, substitute products, and economic fluctuations. The findings indicate that Labyrinth should optimize its digital marketing strategies, expand distribution channels beyond events, and introduce new product variations to enhance customer engagement. The research concludes with strategic recommendations, including leveraging influencer marketing, strengthening e-commerce presence, and innovating product offerings to sustain competitive advantage in the growing Indonesian perfume industry.

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Keywords:

Marketing Strategy, Internal Analysis, External Analysis, SWOT Analysis, Proposed Marketing strategy, Fragrance Industry.