...INTERNATIONAL MARKETING STRATEGY FOR HERBORIST Thesis Wang Wei Degree Programme in International Business International Marketing Management Accepted____.____._____ ________________________________ SAVONIA UNIVERSITY OF APPLIED SCIENCES Business and Administration, Varkaus Degree Programme, option Bachelor of Business Administration, International Business, International Marketing Management Author(s) Wei Wang Title of study International Marketing Strategy for Herborist Type of project Date Pages Thesis Supervisor(s) of study 3.4.2011 65 Executive organization Tuula Linnas Abstract Herborist Chinese cosmetics industry is a booming industry and it is also one of the fastest growing industries in China. After China has joint WTO, with the tariff reduction, the tendency of the Chinese cosmetic market internationalization is inevitable. Herborist is a typical Chinese domestic cosmetics company. Now Herborist tries to find new customers and build core competitiveness. As they have already entered the Europe market to some extent, it is time for them to focus on international marketing strategies for the European market. The aim of this thesis project was to provide valuable marketing strategy for Herborist’s European market operations and to help the company to expand its operation to Europe. The study is mainly based on quantitative research. The data collection was carried out by a questionnaire. Qualitative research was carried out...
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...By Pranav Krishnakumar | Herborist | Case Analysis Report | | The Scene Herborist is a high-end Chinese personal care brand which incorporates traditional Chinese medicine using biotechnology. The brand is a huge success in China and wants to expand globally. It has already made entries into the global market with mixed results – Hong Kong not performing well while Paris was successful. With restricted resources, Herborist needs to decide which geography to enter next – Asia or Europe? Advantages of global expansion * Market Growth - The global market for personal care products grew from US$356.14 billion in 2003 to US$487.72 billion in 2010. While the recession and economic downturn of 2008 impacted the developed markets (eg. USA) greatly, there was still strong growth in emerging markets such as countries from the Asia-Pacific region and also from Latin America. * Natural Cosmetics and personal care products gaining popularity - With consumers being more environment conscious and more aware of the effects of the carcinogenic and synthetic products, there is a trend of natural based cosmetic products becoming more popular and hence a huge potential market. * Unique and different product - Apart from being an organic product, Herborist was also unique in the fact that there weren’t any other products combining Chinese medicine and personal care. The personal care products were based on the principle that beauty and good health worked together...
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...THE BODY SHOP Strategic Implementation Plan Table of Content Introduction 3 Section I Strategic Management Practices 4 1.1 The Body Shop’s Strategic Management Practices 4 1.2 Limitations and Alternative Approaches 6 1.3 Strategy proposed 7 Section II Corporate Governance 8 2.1 Evaluation of Governance structure 8 2.2 What is the stakeholder’s role? 9 2.2.1 Keep satisfied 10 2.2.2 Keep Informed 11 2.2.3 Key players 11 Section III Hard Changes in the Body Shop 13 3.1 Existing Value Chain 13 3.2 Adjustment 14 3.3 What strategy method should Body Shop undertake? 15 Section IV Culture and Leadership Changes 17 4.1 Strategic Change through Culture 17 4.1.1 Control Systems 19 4.1.2 Organisation and Power Structures 19 4.2 Strategic Change through Leadership 20 Section V Implementation Plan 21 5.1 Preliminary Activities to enter China 22 5.2 Procedure of starting a Business in China 23 5.3 Setting up the First Store 23 Conclusion 24 References 25 Introduction L’Oreal Group is the world’s largest cosmetic and beauty company, headquartered in France. It offers a vast amount of products and services across the cosmetic field, concentrating on make-up, hair care, skin care, perfumes and sun protection. L’Oreal divides its brand portfolio into five divisions, Professional products, L’Oreal Luxe, Consumer Products, Active cosmetics and The Body Shop, which covers different the lines to...
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...MMS 172.01 MARKETING ACROSS BORDERS COURSE SYLLABUS – Spring 2012 Visiting Associate Professor: George L. Grody 408-6212 & 257-7818 (mobile) ggrody@nc.rr.com or george.grody@duke.edu Course Description: The course will investigate and discuss the theory and techniques used to market to the world’s different shoppers and consumers in both developing and industrialized economies and countries. You’ll gain an understanding of how to market to shoppers and consumers based on the varied insights of each target group. We’ll focus on the “Consumer is Boss” and understand how to influence them at the “First Moment of Truth” when the shopper makes a purchase decision and at the “Second Moment of Truth” when the brand is actually used and the consumer decides if it delivered against the brand promise. The course will include a team project to develop collaboration skills but also to gain deep insights into a specific target group and product. Class participation and discussion will be an important factor in class success. Course Objectives: Students will gain insights into: 1) the behaviors of the world’s consumers; 2) how those differences come about due to differing national, ethnic, cultural, and demographic influences; 3) how certain companies have succeeded and failed at addressing those differences; and 4) how to develop business and marketing strategies and plans to successfully address those differences. Course Materials: We will use a book “The Marketer’s...
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...LVMH: King of the Luxury Jungle SEPTEMBER 2009 Profit from temporary W&S woes to bag the stock at discount prices LVMH is the strongest player in the luxury goods industry, a giant in an industry where fixed costs make scale paramount; the only "two-legged" balanced player, leading with mega-brands in both Leather Goods and Wines & Spirits; enjoying stable group EBIT margins as a consequence Champagne consumer demand weakness, de-stocking and oversupply in 2010 are well understood; W&S concerns have depressed the stock close to 20-year trough multiples and in the same range of smaller and more volatile hard luxury players and other peers; an opportunity in our view On top of LVMH's unrivaled industry position, markets seem to under-appreciate cost-saving opportunities, brand-portfolio rationalization, higher FCF from lower W&S inventory investment, above-average mega-brands' results or support from first-mover EM inroads In a medium-term growth environment, LVMH has the chance to be a key consolidator in the luxury goods industry: a mega-merger with CFR would be a strategic master stroke, placing it ahead of any M&A counter move by competitors SEE DISCLOSURE APPENDIX OF THIS REPORT FOR IMPORTANT DISCLOSURES AND ANALYST CERTIFICATIONS LVMH: KING OF THE LUXURY JUNGLE 1 Portfolio Manager's Summary We have few doubts about the opportunity of investing in LVMH for the medium to long term. We expect "winners will continue to win" in the luxury industry...
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