The report conducts recommended strategies for Jurlique skincare product in order to get into the French cosmetic market.
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Executive summary Jurlique skin care products are produced by the Australian company that commit the slogan of "Purest Skin Care Products on Earth." The product's benefits emphasize on healthy, radiant skin and body regardless of age or climate. Julique products consist of natural anti-oxidants and herbal substances which strengthen and nourish the skin and the products are suitable for all kin types. Due to the company's products have been expanding rapidly but have now saturated the Australian market. In order to expand the sale volume into international markets, the company needs to choose suitable countries to export the product successfully. This paper is a business opportunity analysis which conducts the research in term of product description, target market, company's overview, international marketing analysis, market audit and competitive analysis, final recommendation, selection criteria. Lastly, recommended strategies for exporting Julique skincare product into France if the result of business opportunity analysis is negative. Due to the writer is very interested in France, one of the highest growths of cosmetic industry countries in the world which could be the most potential European country that exporting Jurlique skin care products would be successful. However, after analyzing the business opportunity of the country, the report recommends that France is not suitable European country for exporting Jurlique skincare product. Although France has a very huge cosmetic market, it is pretty hard for new foreign cosmetic product to get in. Due to extremely competitive cosmetics market, trade openness, protection on local products and tariffs on foreign imports and in terms of packaging, registration of formulas and safety tests and Language barriers, these set back evidences are the international trade barriers for exporting Jurlique skincare products. The report also conducts recommended strategies for Jurlique skincare product in order to get into the French cosmetic market. It is considered into several sections by following the marketing mix: product, price, place and promotion including other key issues.
In France, this category of product looks really bright in future; it may be able to capture the entire consumer market at the highest end. For anti-ageing, there are solutions which can provide a faster treatment with a more successful result, such as botox injection and cosmetic surgeries. Also, the giant cosmetic companies are capable of investing heavily in research and development on products with good anti-aging result, which need not to be organic products. Consumers will still have faith in them because of the brand name effect. Moreover, French consumers are fashion oriented and willing to try out any new products especially when the products are endorsed by celebrity on television advertisement. In terms of using skin care products, they still remain highly brand conscious and are not willing to take any chances on unbranded products. Recent years, anti-ageing products in France has shows strong growth in the cosmetics and toiletries industry, this in turns is the causes consumers to spend on such high-end items despite economic uncertainties. Competition There are many leading brands in France that are local owned, not only because of the traditional culture of couture and make-up in France, but also because of strict laws. The French cosmetics and toiletries market is characterised by a host of long-established companies and brands that benefit from large resources for research and development, as well as advertising and promotion. Brand that are already present in the organic category include, Doux me - products made of 100% organic essential oils, floral waters, and vegetable oils; Sanoflore - product range which commercialising essential oils destined for medical use and; L'Occitane - products are based on essential oils and natural ingredient, ingredients are from nature if possible. Final Recommendations After reviewing business opportunity in France, is proved to be a bad market for Jurlique skincare products. Although the sales sector of skincare product in France is very huge, there are some set backs which makes France is an unsuitable market for the product.
In order to attract consumers' attention and to encourage these consumers to have positive attitude towards the marketed product, it is critical to use appropriate type of media to deliver its message to the target audience. As a result, it can help the company to position itself and organise its own promotional strategy and if used effectively the company may be able to differentiate itself from the competitors. Pricy strategy: The average price for the variety of moisturiser in the market can identify the demand and knowledge of the consumers about the moisturiser. As a result, the company can have information to fix a pricing strategy after reviewing export expenditures. Moreover, the company may develop advertising and promotion strategies from this source. Competitors: By identifying the competitors within the industry in the chosen market, it allows the company to understand the conditions in which the product is experiencing. It is beneficial to recognise how other competitors compete in the market with their product offering, positioning, pricing and distribution strategies. Market size: One of the best indicators that can point out the current market size and forecast sales is the historical consumption per capita in volume and in dollars. It will help the company to find out a minimum demand of moisturiser in order to make effective investment. Reference Australia Trade Commission - Austrade (2004). Retrieved on Sep 10, 2004, from http://www.austrade.gov.au Clifton, W. P. (2004). MSN Encarta - France. Microsoft(r) Encarta(r) Online Encyclopedia 2004. Retrieved on Sep 10, 2004, from http://encarta.msn.com/encyclopedia_761561507/France.html#s17 CIA - The world factbook (2003). Retrieved on Sep 8, 2004, fromhttp://www.cia.gov/cia/publications/factbook/geos/fr.html Doux Me. Retrieved on May 21, 2004, from http://www.douxme.com Education and Manpower Bureau (2004). Retrieved on May 6, 2004, from http://www.emb.gov.fr /index.aspx?nodeID=92&langno=1 Embassy of France - Canberra (2001). Retrieved on May 9, 2004, from http://www.ambafrance-au.org/aboutfrance/index.en.htm Embassy of France in the US (2001). Retrieved on May 9, 2004, from http://www.info-france-usa.org/atoz/culture.asp Euromonitor Database. Central Queensland University. Retrieved on May 6, 2004. France Census & Statistics Department (2004). Retrieved from May 4, 2004, from http://www.info.gov.hk/censtatd/eng/hkstat/index.html
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