Case Name :      Mustika Ratu: Navigating Through Social and Economic Crisis

Authors :           Louis Hebert, Donna Everatt

Source :             Ivey Publishing

Case ID :            99M045

Discipline :        Strategy

Case Length :    24 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Mustika Ratu is a leading Indonesian manufacturer of health and beauty products and traditional herbal supplements that began as a modest enterprise and had grown to become one of Indonesia’s most successful consumer products companies. However, in May 1998, in response to the social, political, and economic chaos Indonesia was experiencing (sparked by the Asian financial crisis of 1997), the capital erupted in a sea of violence. The rioting affected almost every business operating in Indonesia. Mustika Ratu’s managing director must decide whether to design and implement a new strategic marketing plan in light of the external environment and a potential decline in revenue growth or to remain true to the strategies that had garnered success in the past.