QUESTION :

Based on the information provided in the case study, you are required to :

Recommend an option for entering the Indonesian market for both of these CASE : Sama-Sama Spa and POLISHED by Sama-Sama

Justify your choice. Your discussion should include market size, buying behaviour and competition.

Sama-sama Spa Established in 2015, Sama-Sama Spa is the Social Enterprise of Natural Wellness, (see https://www.samasamaspa.com/) headquartered in Bukit Jelutong, a thriving neighbourhood in Selangor, Malaysia. Sama-sama is a unique spa that is not only ladies only but also fully Shariah compliant. Sama-Sama in the local language can be translated to either welcome or together. The Spa aims to be the first socially responsible spa in Malaysia and uses a corporate profit model to empower underprivileged women in Malaysia. The spa provides young underprivileged women a paid job experience and training opportunity. The vocational training encompasses numerous classes and the development of skills that will enable these women to be gainfully employed in the growing hospitality and tourism sector in Malaysia. Some of the skills include Spa skills, beauty treatment skills, basic computer and internet usage and business skills such as Marketing and Entrepreneurial skills. By providing vocational training, the Spa endeavours to empower women and ultimately uplift the socioeconomic status the women and their families. The Spa is operated by these trainees who work directly with the customers to provide an upscale spa experience, this direct engagement with the customers enables the trainees to cultivate the importance of customer service and enhancement of the skills. In addition to a salary, the trainees enjoy a 5% profit sharing (from the customers). Knowing that a part of the proceeds will be directly contributed to the trainees, appeals to the altruistic nature of the customers, the business model therefore, works well with all the parties involved, Sama- Sama Spa, the trainees and the customers. Signature treatments at the Spa include facials, massages and manicure, pedicure and waxing. The Spa uses both a retail and In-house range of products such as Sama-Sama scrub, mask, oils and serums. POLISHED by Sama-sama In 2017, the growth and the potential offered by the Halal cosmetics and Modest fashion spurred the development of breathable and halal nail polish: POLISHED by Sama-Sama. POLISH by Sama-Sama offers discerning customers a healthier option that would also widen the option for Muslim women to express themselves, POLISHED by Sama Sama is a range of quality nail polish that is water permeable, breathable & toxic free. The products are a healthier option of nail polish for women to express themselves in every shade they can imagine. The nail polish is water based, toxic free, 10-free*, free of animal derivatives, breathable, and infused with olive oil cares for nails and is the ideal nail polish. POLISHED by Sama-Sama comes in 103 different shades and promise A look for every occasion. POLISHED by Sama- sama also offers a nail polish remover. In December 2018, POLISHED by Sama-sama won the Best Nail Polish & Remover awards by Jelita magazine and Bazaar's Outstanding latest and greatest beauty products. The brand has also been featured in other fashion magazines like Cleo. The nail polish brand while still in its infancy stage has enjoyed initial success in the Malaysian market, and current efforts are underway to penetrate the local market, the company is however, keen on market expansion. The CEO Ms Shahnas Oli and Business Development Manager Ms Muslina are keen on expanding the success of Sama-sama within the ASEAN region. Due to geographic and cultural proximity, the top management has set their eyes on the neighbouring Indonesian Market. The Indonesian market is one of the fastest growing Halal market is home to the largest Muslim population (approximately 87% of 267 million). Indonesia is also ranked as the 10th Best positioned country to seize opportunities in the Islamic economy. Further, in 2018 Indonesias aggregate spending on just Halal cosmetics was approximately US$3.9 billion. In addition, Indonesia is poised to go Halal all the way, with the impending mandatory Halal label law in 2026 * (Jefriando, & Suroyo, 2019) that requires all products trading in Indonesia to be halal certified. While the decision to go international is encouraging, lack of experience in marketing B2C products and services is acting as a deterrent factor in taking the next steps. The management is also not sure about its options of which product or services to take international: Sama-sama Spa OR POLISHED by Sama-sama