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.
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