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COMPANY’S PERFORMANCE ANALYSIS

PRIMA has a magnificent growth in the past 2.5 years by obtaining triple digit growth in revenues
(141%) and retail sales (134.5%), while other competitors only reached two digit growths below
65% in both revenues and retail sales.
Research And Development (K$) Distribution Panel

Fig 1.1 Fig 1.2

We created our key success factor and prepare our long term success in a CONTINUITY
STRATEGY that listed below:
1. CONTINUITY Innovation through R&D. PRIMA’s product will be similar in price but will
always be better in all attribute. During the early period, when competitors just started their
concern in R&D, PRIMA has spent 17.1 K$ when others only spent 2.42 K$ at the most. We
are convinced that PRIMA’s high investment will create the best product in every period which t
we have also done in period 3 – 5, as shown in our early investment for R&D. (Figure 1.1)
2. CONTINUITY expanding distribution channel. PRIMA is dominant in traditional channel
(Figure 1.2). This shows that PRIMA’s product can easily be found at consumer’s shopping
preference places. We boost our dominant traditional channel by obtaining the best display
visibility on shelves. As a result, PRIMA will be easily deliver the right needs to the right
segment with a suitable price that competitors can’t deliver.
3. CONTINUITY focus on top growing market (in $). PRIMA will conduct an invasion in
MEDIUM and SINGLES market which has the fastest growing market. Our focus is to launch
the new brand and maintain it by numerous promotion that we’ve already offered, also
supported by expanding budget for trade marketing and advertising. Therefore, PRIMA has
market share in unit (49.6%) and (43.2%) in value, while other competitors only reached below
25% in unit and value
SWOT Analysis
To face such challenging competition, internal and external assessments are required in analyzing
current company situation. The brief analysis is stated below:

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FORECAST
Through period 5 – 6, PRIMA will succeed 3 main objectives to be achieved. First, continue
dominating MEDIUM and SINGLES Families, our strategies are by reducing distributor margin to
3%, adjusting our price and allocating budget mostly in boosting MEDIUM product’s sales. Second,
maintaining loyal customer and initiating new customer by increasing our CRM through online
channel. Third, anticipating competitor’s movement, we will counter it by putting an effective
and efficient budget. In accurate review, we made a forecasted result for 6th period by reviewing
PRIMA’s performance through 5th period.
Growth EBIT & Revenue

THREE PERIODS STRATEGY

Given the question “what does a woman really want?” we would never get a precise answer.
But one thing we know every woman has passion to be beautiful time after time in their own ways.
By then, we’ll invite every woman to feel our passion in defining their own beauty sincerely.
Furthermore, we’ve decided our sequenced path to run our mission step by step in to word
BvEvAvUvTvY for the next there period strategies.
> Boost e-Channel distribution. PRIMA will create new distribution channel, both traditionally
and modern (internet) to boost sales performance for MEDIUM segment. For internet distribution
channel we will make an acquisition for MIRROR.COM in order to counter new shifting habit of
online purchasing for several consumers.
> Enhance unit sold. PRIMA’s positioning product will be different in each segment rely on its
Importance of choice’s. PRIMA will invest on Trade Marketing & Advertising optimally by setting a
positioning precisely, aimed to obtain outstanding result than others which spend the same budget.
> Appreciate diversity. Appreciate diversity by having PRIMA’s people In diverse of individuals of
different cultures, gender, religious convictions and social origins. PRIMA is convinced that
appreciating diversity will enrich us with more creativity, more imagination and innovation. The
diversity of our teams ensures our concern in international development through local cultures.
> Unit cost reduction. In every step of R&D, PRIMA always concern in unit cost reduction by
picking the smallest unit cost with distinctive brand attribute. This is anticipation for competitor’s
development attribute in every segment. We will also initiate to conduct new market studies in new
development competitor’s attribute that is called new attribute development.

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> Tremendous values for shareholders. We’re not only focus in CRM program but we will also
increase the prosperity of our shareholders and strengthen our relationship with them. We will
always update PRIMA’s growth regularly in every three months, to inform them our progress and
improvement that increases values for our shareholders.
> Young and Brilliant. Refresh new ideas are our cultural company’s behavior in understanding
the changing global market from time to time. This facilitates PRIMA to always be the leader of
innovation. Young and brilliant will always be our guide to think out of the box, in generating new
ideas, in creating a unique way to develop product that competitor has never thought.

These the details for the action plan of Prima’s objectives, strategies and growth level:

SUSTAINABLE PERFORMANCE STRATEGY

PRIMA’s Dedication to Environment and People

“A diverse cosmetic company that is greatly enthusiastic in productivity as well as highly

committed to protect the environment.” (PRIMA’s Way)

To succeed our business, we believe in the highest standards of corporate behavior towards
everyone we work with, the communities we touch, and the environment which we have an impact
on. This is our road to sustainable, profitable growth, creating long-term value for our shareholders,
our people, and our environment.

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Sustainable Performance Strategy Examples at All Level of PRIMA Corporate

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 COMPANY’S VISION AND ATTRACTIVITY
Three Competitive Advantages
> A Passion for Innovation. PRIMA’s enthusiastic to make improvement and innovation In order
to generate premiere quality of products in every market sector. By then, this object has driven
PRIMA to be the leading company in quality compared to other companies.
> Great Quality with Best Value for Money. PRIMA is not only wiling to create quality products
that are safe to use. Furthermore, we also provide high quality product brands in affordable price
for every segment. These facts, has put large consumer bases of our brands.
> Outstanding Number of Market Capitalization and ROI. Market capitalization is the best way
to represent of how company is valued by investors. PRIMA has the highest amount for market
capitalization. PRIMA’s market capitalization is M$ 2,779, compared to our strongest which only
reaches M$ 1,570. PRIMA has also proven as a company with the highest ROI. Its cumulative ROI
is 82.3%, while our nearest competitor’s ROI only reaches 66.1%. This fact means PRIMA will
have more rapid profits than any other companies.

Core Concept of “Feel the Passion”.

We believe that well-built character and uniqueness are essential in bringing your passion for
beauty. We appreciate every different ways you capture to carry out that passion through your
outer elegance and inner shine. Therefore, it is our pleasure to deliver passionate experience in to
your life… it is our bliss to guide you to…
“Feel the Passion”

CONCLUSION
1. PRIMA’S FOR ALL. We admit by creating value for our stakeholders, we will guarantee PRIMA’s
long term success. For that matter, we keep developing our high quality brand to fulfill our
customer’s demand and support them with proper distribution. As a result, PRIMA will gain more
profit that will boost shareholder’s wealth as well. As long this process takes time, we also allocate
our budget to create environmental and social initiatives as our concern and commitment to
worldwide society and environment.
2. UNDERSTANDING YOU. PRIMA has become mature and more experience in comprehending
beauty industry is a highly dynamic industry, especially when it comes to customer preference.
Continue in market research as part of understanding the market dynamic, as well as improving
innovation and product development will be our ways to improve this business. We always try to
identify what our customer’s needs and what really fit their necessary by providing product brands
that really understand them.
3. THINK OUT OF THE BOX. We believe to face the dynamic of beauty industries, our people have
to generate fresh and creative ideas. We’re not follower, in every step that we faced through this
challenging competition, we always set to be the first in leading the creativity. Our motto for our
employees is there are no boundaries for creativity, unless you make it.