ITB Team Won the Second Place at the National Level on Study Case Competition

October 13, 2021 - ( update : 03-11-2021 )

By Adi Permana

Editor Adi Permana

BANDUNG, itb.ac.id – Ilham Subandoro (19019176), Angela Thrisananda Kusuma (19219013), and Salma Yasyifa (10719101) with the supervisory of Prawira Fajarindra Belgiawan, Ph.D. won the second place at the national level on International Exhibition Competition in the field of Marketing Study Case. This Business Financial Management Competition was held by the National Achievement Center (Puspresnas). The study case competition was based on Wardah®, a cosmetic brand, international expansion strategy.

The Vanquisher, a name that was chosen for their team, said that they learned a lot from this competition. They were able to improve their ability in terms of analyzing real cases of industrial problems. They know more about the situation and conditions that have been implemented in the current industrial sector, especially at Wardah as their reference brand. Then they also feel that their abilities in analyzing implemented policies from various perspectives are improved.

In this competition, the team was also given the chance to learn many things, especially in getting consumer insights about beauty products at the world stages, deepening their marketing knowledge, strategical planning, proper mock-up packaging, good presentation skills, and of course forming a team that can complement each other. "In the preparation period, there are many inputs that we gain from the coaching session with our supervisor. In the grand final stage, we also get constructive advice from the jury," said Vanquisher Team.

For some contexts, the study case that was worked on by the Vanquisher Team was about how Wardah can choose the best strategy to expand to one of the nations in Asia-Pacific. Thus, in the beginning, they need to analyze many types of markets. They analyze which is the most suited nation from the list of some potential nations, at the end, Vanquisher landed their choice on India.

After deciding their country of choice, they then proceeded into analyzing the customer insights that are prevalent in India. The customer insights will then be used to determine the best marketing strategy to enter the country. Not only that, but they also make various mock-up from the marketing plan that they planned. Therefore, competition is truly an end-to-end process that encompasses all Wardah's marketing strategies in entering India.

"To produce a comprehensive strategy, we added a marketing strategy that can be used to scale up the brand as well, not only to enter the market," said Team Vanquisher.

Reporter: Dheamyra Aysha Ihsanti, (Urban and Regional Planning, 2019)
Translator: Favian Aldilla R (Civil Engineering, 2019)