The team consists of Azizah Nur Sya'bani (Engineering Physics, 2023), Adrian Nicholas Daddy Lumban Tobing (Actuarial Science, 2023), Nasywa Aqilah Putri (Engineering Management, 2022), and Joylina Metta Riadi (Industrial Engineering, 2022). After advancing through the proposal submission phase, they were selected as finalists and competed against four other top teams.

This competition attracted 235 teams from various universities across Indonesia. Collaborating with LABORE as the case collaborator, participants were tasked with finding the best solutions to real-world business challenges faced by the company.

Azizah Nur Sya'bani remarked that tackling issues in the FMCG sector, particularly within the beauty industry, was highly challenging. It is due to the intense market competition, combined with high elasticity, making the industry very saturated. 

“However, these challenges presented opportunities for us. Two of our team members, Nasywa and Joy, are beauty industry enthusiasts. We have previously tackled industry-related problems, which led to the formation of the Firmanto Team," Azizah explained.

In the final round held at Bina Nusantara University, the Firmanto Team delivered an outstanding performance. On that occasion, the finalists presented their ideas in English before the company’s leaders.

For the final stage, the Firmanto Team formulated a comprehensive strategy to position LABORE as a leading brand in the skincare market. Their plan focused on enhancing products and services, including environmentally friendly packaging, AI-powered engine, packaging redesign, and a marketing strategy spanning from brand awareness to repurchase.

"Each solution we proposed was integrated, with its impact on products, customers, and the industry thoroughly quantified. With our strategy, LABORE could potentially acquire 23,992 new users within a year, along with positive financial growth, making our approach highly feasible for real-world implementation," Nasywa stated.

During the award ceremony on Monday (5/8/2024), the Firmanto Team was announced as the 1st place winner. Joylina Metta Riadi reflected on the competition, noting that it was challenging at every stage. The team expressed their gratitude for successfully navigating each process.

They emphasized that teamwork, communication, and the integrity of team members are crucial to ensuring that all tasks are completed successfully and are the key to the team's success.

They hope that this achievement will be the starting point for many more to come. Additionally, they encourage their fellow students to always be courageous in trying new things and to be unique.

Reporter: Indira Akmalia Hendri (Urban and Regional Planning, 2021)
Translator: Hanifa Juliana (Urban and Regional Planning, 2020)
Editor: Anggi Nurdiani (Management, 2024)