Feasibility study of a new cosmetic product launch on the American market
- Voyage des Thes and us.
- Mission statement.
- Executive summary.
- America and tea.
- Situation analysis.
- Company description.
- Products of Voyage des Thes.
- Market analysis.
- Key success factors.
- Marketing strategy.
- Overall sales and marketing strategy.
- Pricing policy.
- Advertising and promotion programs.
- SWOT analysis.
After having presented the contents of our work and before developing our ideas, we first wanted to explain briefly the context of this study. Indeed, the specificity of our work is the fact that it is totally based on a real situation. Here are the key steps of the story, which have opened out onto this file you will read. The first time, while we were thinking about the product we could have introduced in a market at random, a member of our group told us that this type of exercise could interest a company she knew. For the rest of the group, the only idea was to know that this study case could be adapted to a real case became directly more interesting and exciting. Consequently, the decision to meet this company has been taken quickly by the whole group. Some weeks later, we were in front of the President of the company. This first meeting was not only organised to meet Sandra Gasmi, President of the company but also to discover the company itself named Voyage des Thés. After two hours, we entered the universe of this young company: a world of innovation, freshness and ambition, all this focused on one element or we should rather say on one plant, the tea.
[...] More exactly and according to the will of the company, our aim is to study the American market to assess the feasibility to export such a range of products in the United States of America. This document contains description and guidelines for the organisation studied and its product’s marketing strategy for offering their product on the US market in the mid-term. It is well known that a marketing mix has to accommodate unique preferences and competitive conditions in different geographical areas. [...]
[...] There financial performances allow them to invest a lot of money in Research and Development, which represents a key point in the cosmetic sector. billion Gamble (Source: The Fortune 500 ranking of the global largest companies) Ranking Companies Major Brands Sales (billionUS$ ) Gamble Shoulders, Clairol, Herbal, Essence, Nice’n Easy, Cover Girl, Rejoice, Hugo Boss, Gucci, Rochas, Escada, etc. Lauder Bobbi Brown, Clinique, Darphin, Cos.Inc. Donna Karan, Estée Lauder, Flirt, Good Skin, Jo Malone, Kate Spade, La Mer, Michael Kors, Origins, Rodan + Fields, Stila, Tommy Hilfiger, etc. [...]
[...] In order to be known rapidly by a new clientele, to develop its turnover in a minimum of time and to assess as well as possible the real situation of the market directly on the ground, But before thinking of this, the first step consists in finding him or her. To attract an effective agent, the product has to be perfectly developed, simple to understand, the price has to be well fixed and the documentation, flyers, and sales leaflets have to be clear and complete to help the agent to become impregnated with the universe of the product. [...]
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