The Smart Business Map Approach in Formulating Competitive Advantage Strategies in the Skincare Industry

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Indonesia’s skincare industry is growing rapidly but faces major challenges such as intense competition, shifting consumer preferences, and regulatory dynamics. This article explores how the Smart Business Map (SBM) approach can be strategically applied in a plant-based, vegetarian-friendly skincare business. Using a descriptive qualitative method, the study examines three key SBM components: Playing Field, Market Landscape, and Operational Profitability. The findings reveal that SBM assists entrepreneurs in understanding their business position, formulating value-driven strategies aligned with market needs, and developing a strong, sustainable value proposition. Sales and customer retention strategies that focus on transparency, education, and community engagement prove effective in fostering consumer loyalty in a value-conscious and ethical market segment.