Competitive Growth Strategy in the Wardah Beauty Product Industry: Integrating IFAS, EFAS, and SWOT Approaches

Abstract

The Wardah beauty products (Wardah) industry faces increasing competitive pressure arising from changing consumer preferences, price sensitivity, health-oriented lifestyles, digital purchasing behavior, and intensified competition among established and emerging brands. This study aims to formulate a competitive growth strategy for PT Paragon Technology and Innovation Indonesia in Makassar by integrating internal and external factor analysis with SWOT-based strategic matching. A qualitative descriptive case-study approach was employed using purposive selection of key informants, direct observation, interviews, company documents, sales records, and relevant literature. The strategic assessment was operationalized through Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), and SWOT analysis. The IFAS score of 2.72 indicates that the company's internal strengths outweigh its weaknesses, particularly product quality, product and packaging innovation, distribution capability, market share, and human-resource competence. The EFAS score of 2.58 indicates a relatively favorable external position, supported by the untapped potential of national beauty product consumption, government nutrition programs, healthy-lifestyle trends, and digital-market development. The resulting strategic position falls within Quadrant I, indicating a growth-oriented strategic posture. The findings suggest that competitive growth should not rely solely on conventional product expansion but should integrate market penetration, product adaptation, digital marketing, e-commerce utilization, consumer education, and stronger customer engagement. The study contributes by connecting conventional SWOT-based strategic assessment with digital market adaptation in the Wardah beauty industry, thereby translating environmental analysis into an actionable competitive growth agenda.