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International Marketing Strategies for Herborist

In: Business and Management

Submitted By ruohshiang
Words 4563
Pages 19
MA Design Management for Fashion Industries

Name: Leong Ruoh Shiang
Course: Fashion Brand Marketing

Course Leader: Anna Watson

Case Study: Chinese Herbal Medicine Cosmetics brand, Herborist
Topic A

International Marketing Strategies of Herborist


This paper attempts to investigate the internationalization process of a Chinese domestic cosmetics brand, Herborist by making a comparison of marketing strategies applied for different countries as a case study. In addition, by gaining understanding on the development of a local brand and analyzing the issues, which block the way for business expansion, suggestions are made for the exploration of future potential market. This case study is mainly based on quantitative research, which was carried out in the form of a questionnaire conducted by 100 local and Malaysian Chinese. Besides from that, secondary data are taken from Internet and based on literatures published in English and Mandarin. The crucial steps for a domestics brand to enter the international arena is by utilizing different or undifferentiated strategy, reinforcing the innovation of Chinese oriental essence and also enhancement on brand awareness.

Keywords- Oriental, Domestic cosmetics, International marketing strategy, Market entry, Brand story, France, International business, Marketing Channels

1. Introduction

In recent years, it is obviously seen that there is a thriving and robust tendency in Chinese cosmetics market, which is one of the fastest growing industries in China. Chinese cosmetics industry is prospering with each passing day and China is positioned on the third biggest cosmetics consuming market in the world while Japan and United States are stationed on the top and second. Observing the Chinese local cosmetics industry in recent years, the sales has grown at...

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