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A thriving chemical industry, opens opportunities for small entrepreneurs to compete in this industry, especially for household cleaning products. The global household cleaners market is expected to record a CAGR of 5.7% over the forecast period, 2018-2023. Competition for household cleaners is the most visible competition in the chemical industry. To remain competitive, companies are required to provide solutions to environmental problems through the development of green products. Environmental awareness in the community has also increased due to government support and intensive go-green campaigns. This paper presents an analysis of the external condition in the household cleaning market that is able to bring small and medium-sized companies to grow larger and is also able to compete in the current household cleaning industry. Therefore, the purpose of this study is to determine the condition of the household cleaning market in Indonesia and to help business people formulate their strategic policies. The approach to be used in this study with external analysis consisting of PESTEL analysis, Porter’s 5 Force, and Customer Analysis.

Analysis of Business Opportunities and Threats in The Household Cleaners Sub-Sector of The Chemicals Industry in Indonesia