Analisis Efektivitas Bisnis Kosmetika dan Healthy Food hingga Triwulan Kedua sebagai Strategi Diversifikasi Bio Farma Group Berdasarkan RKAP Tahun 2023

Abstract

In the increasingly competitive and dynamic market landscape, companies must continuously adapt and devise strategies to sustain their business. Bio Farma Group, one of the large companies in Indonesia and a world-class player in the life sciences industry with global competitiveness (Bio Farma Group, n.d.), needs to maintain its success by enhancing its value and crafting a growth strategy to ensure its continued existence and not rest on its past laurels (Herdian, 2023). One way the Bio Farma Group is safeguarding its future is by laying out both short and long-term strategies. A notable strategic initiative by the Bio Farma Group involves venturing into the cosmetics and healthy food business, a diversification move detailed in their RKAP. This strategy is undertaken by their subsidiary, PT Kimia Farma, which has two operational goals: achieving a revenue of Rp XX M for the beauty clinic and Rp X M for stem cells in 2023. Upon analyzing the effectiveness, it was concluded that one of the two operational goals, specifically the beauty clinic's revenue, was deemed less effective due to missing the target for the second quarter of 2023. On the other hand, the stem cell initiative is classified as effective. Some recommendations for these two operational goals include maximizing digital marketing efforts, intensive training for employees in selling and communication skills, raising public awareness, collaborating with R&D for product formulation, and introducing stem cell treatments at Marvee Clinic.