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1、Herborist-final version佰草集海外扩佰草集海外扩张战略张战略AgendavCompany ProfilevPEST Analysis of England & ItalyvHofstede AnalysisvCosmetics Industry AnalysisvSWOT AnalysisvRecommendation& Entry StrategyCompany ProfilePresentation of the companyvName: Shanghai Herborist Cosmetics vShanghai Jahwa went public in 2001
2、vLaunched in 1998vOrganic cosmetics specialized in herbal cosmeticsvPresent in China and France, Paris through Sephora (2008)vBrand new business: SPAsCompany ProfileBusiness Concept and philosophyvChinese cosmetology : combines herbal essence and the latest modern biotechnical achievementsv Yin Yang
3、 philosophy: enable skin, body and spirit to reach ideal harmony and radiate natural, individualized and healthy beauty balance beauty and health Product Introduction vSpecially formulated with the herbal essences of Leonuri, Cortex Mori and GinsengvThis light and melting cream can quickly penetrate
4、 into your skin, improve skins micro-circulation, balance skin hydration, and keep your skin moisturized and crystal clear for a whole day.All-day Arousing & Extremely Moisturizing CreamPEST Analysis of UK & ItalyUnited KingdomItalyPolitical Ranked 3rd trade partner in Euro Union (+) Ranked 4th trad
5、e partner in Euro Union () Security problem and powerless police forces () high corruption ()Economics Currency : pound () PPP GDP : 2136847 (m $) (+) Real GDP growth rate:-4.20 () Market size for C&T: 7433m () Exchange rate: go down () Inflation rate: 1.99 Currency: Euro (+) PPP GDP :1796599 (m $)
6、() Real GDP growth rate:-5.10 () Market size for C&T: 8550 m Exchange rate: go up (+) Inflation rate : 2.36PEST Analysis of UK & Italy (Contd)United KingdomItalySociality Population : 61789K (+) Growth rate: 0.535% (+) Employment rate for woman: 66% (+) Female decision maker: 38% (+) Customer behavi
7、or: Skin care (+) Population : 59083K () Growth rate: 0.479% () Employment rate for woman 45% () Female decision maker: 19% () Customer behavior: make up ()Technology Geography: maritime climate (+) IT tech: 66% house hold access to internet (+) Geography: Mediterranean climate () IT tech: 43% house
8、 hold access to internet ()Hofstede AnalysisThe UK Cosmetic Industry Analysis Substitutes : medium Cosmeceutical Mineral cosmetics SPA serviceNew entrants : weak Differentiable products Special ingredient: Chinese herbsSupplier : weak Stable supplier in domestic marketCustomer : strong More choice P
9、rice sensitive Internal rivalry : strong Local brand：The Body Shop, Lush, Boots Others: Japanese , French, US brands etc.SWOT AnalysisSWOT Analysis (Contd)RecommendationsvWork with marketing people in UK to design product packaging, advertising, counters, and even the appearance of the sales people.
10、v Focus on the concept that the combination of Chinese traditional herbal medicine and advanced technology.vPenetrate the UK market through its local cosmetic retailer, such as Super drug, the second largest health and beauty retail chain.vInvest steps by steps, not too aggressive.Entry Strategy Dir
11、ect export Build marketing channel Advertise at high-level magazine Choose English star to be image representative Monitor financial data Forecast exchange rate, deal with exchange risk Recruit and cultivate oversea employeesSales Sales DeptDeptMarket Market DeptDeptFinance Finance DeptDeptHR HR DeptDeptQ & AThank YouThank You
