| Any kind of industry, including beauty industry however will attract many companies to enter if the market is attractive. Beauty industry has rapid growth and big potential to grow as the additional income and number of middle class people is increased. It is happening not only in worldwide but also in Indonesia market. The attractiveness of beauty industry in Indonesia attracts many beauty brands to enter the market. In a result, a tight competition within industry is inevitable. Competition among members of the industry will enforce company to plan its strategy carefully and identify its success factors to help lead company to establish competitive advantage. Planning strategy carefully and establishing competitive advantage is very important to compete and gain market share. In this thesis, the researcher does an examination of competitive strategies of PT Prestise Indojaya to create competitive advantage to compete in beauty industry in Indonesian market. This research is using qualitative descriptive method. The data is acquired through in-depth interview from the informants, direct observation, document studies as well as literature reviews. This research found that the company applies differentiation generic strategy to achieve their competitive advantages, which are the quality and uniqueness of the product, functionality of the product as well as quality of the services. |