Force | Assessment | Implications |
Industry Rivalry | High | Local (Thorakao), Korean (Innisfree), and international (L’Oréal) competition. Sugandha must differentiate via authenticity. |
Threat of New Entrants | Moderate | Entry barriers low online, but brand trust hard to establish. |
Supplier Power | Moderate | Multiple cosmetic distributors; Hasaki mitigates risk. |
Buyer Power | High | Consumers price-sensitive but value authenticity. |
Threat of Substitutes | Moderate | Herbal home remedies and Korean imports pose challenge. |
