Essay on Marketing Plan for for Herborist Cosmetic Company, China

6506 Words Apr 13th, 2013 27 Pages
Contents i Executive summary 3 ii List of Chart/ Figure 4 1.0 Situation analysis 5 1.1 Company and products background 5 1.1.1 Company introduction 5 1.1.2 Products introduction 5 1.2 Industry introduction 6 1.2.1 Market size and share 6 1.2.2 Developing trends 7 1.3 Macro-environmental analysis 8 1.3.1 Political and legal environment 8 1.3.2 Economic environment 9 1.3.3 Sociocultural environment 9 1.3.4 Technological environment 10 1.4 Competitive analysis 10 1.5 Customer analysis 11 1.6 Distribution channels analysis 11 2.0 SWOT analysis 12 2.1 Strengths 12 2.1.1 Good organic cosmetics brand image 12 2.1.2 Clear marketing position 13 2.1.3 Strong parent company 13 2.2 Weakness 13 2.2.1 Capital not strong as many international cosmetic …show more content…
Herborist's products focus on not only the care of face and body but also the internal part, which always insist the concept of integrating Traditional Chinese Medicine into the latest fruits of modern biotechnology. Take its star product ‘Tai Chi Mud’ for example, it shows the last-for-ever Chinese aesthetic of balance via the compatibility of Yin and Yang. And at the same time, due to the opening of Herborist Spa since the year 2002, Herborist cooperate the oil from herbal essence and herbal water therapy to offer women with holistic care, which also shows its concepts of balance beauty and health on the basis of Chinese traditional herbal medicine (Herborist official website 2010). 1.2 Industry introduction 1.2.1 Market size and share According to the research from Li and Fung (2009), it shows that the cosmetics market of China has enjoyed a continuous growth over recent years and China has become the second largest cosmetics market in Asia nowadays. And meanwhile, Chinese consumers' increasing purchasing power and more and more Chinese women's participation in the workforce have strengthened growth in the cosmetics market. Li and Fung (2009) also showed the data that retail value of China’s cosmetics has grown by 26.3% and even reached ¥48.83 billion CNY in 2008 from the

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