The story of the Dr. Eris brand started in 1982, when this Ph.D from the Faculty of Pharmacology at Berlin University inherited. With the money she received, she began creating nourishing facial cream with the most simple machines we can imagine. She began in the business only with her husband. At that time they produced only 3 000 packages per month.
After many development plans, the company registered more sales and more profit. Now, Dr. Eris is a bigger company. It employs 350 persons. The production is not only based on facial cream anymore. Dr. Eris proposes a range of 300 products divided into several brands. They are implemented in four different segments: economic products for mass consumption, premium products, dermocosmetics and professional cosmetics. The segment where the company makes the main part of its business is the premium cosmetics. Moreover, the company exports in 40 different countries where the products are sold in supermarket, pharmacies, beauty shops and beauty salons.
Acquiring a premium quality image including high respect for people was not that easy. The company had first of all invested huge amount in research and development. They set up a Center of Science and Research in 2001 where a large team of specialists works permanently to develop "scientifically advanced products". This is the core business of the company as long as the main target of the company is: "people who are interested in scientifically created cosmetics".
The quality standards are well respected by this company as long as they are certified ISO 9001 (which represents the global quality) and ISO 14001 (which represents the environmental aspect).
The quality of the brand of Dr. Irena Eris is undeniable. She was named Business Woman of the Decade (2003), listed as an influent woman in Poland (2004). She received Economic Award from the President of Poland (2005), she was nominated to the 2005 Beauty award for the best cosmetic introduced in Great Britain and won the British Gold Glamour. All those awards give the brand a high premium quality image all around the globe.
[...] She received Economic Award from the President of Poland (2005), she was nominated to the 2005 Beauty award for the best cosmetic introduced in Great Britain and won the British Gold Glamour. All those awards give the brand a high premium quality image all around the globe. - Problem Definition - The main issue for domestic cosmetic manufacturers in Poland is the competition with the big global players, who reached the market. All international cosmetic companies are nowadays participants in the market, a result of the opening process which started in 1988. [...]
[...] This shows the result of placing the products of Dr. Irena Eris in the retailer chain Boots in Great Britain. The installation of the products in the catalogue of goods was quite successful. This and other efforts in the international markets led to a 40% increase of exports. Nowadays a producer often has to buy the place in shelves of a retailer. That brings the risk of high costs and low sells, for instance because of low acceptance of the foreign product. [...]
[...] - Recommended courses of action - We have analysed and evaluated some development fields for Dr. Eris company. We will now focus on some recommendation to this company based on the analysis we did above. We will mention only the main areas of development as long as we can't deal with every single detail of the company. We are trying to answer to the main issued: how can the Dr. Eris be more competitive in the global market? Our first recommendation alludes to the franchising operations of Dr. [...]
[...] The main countries where Polish cosmetics companies export are Russia Hungary Lithuania Ukraine Germany and United Kingdom To deal more about Dr. Eris company, their decision to go abroad was taken in 1989. They started by exporting their products in the United States. They are now settled in 24 countries around the globe. But one of the issues for Dr. Eris could be to focus more on the domestic market as long as there are many competitors who share the market between each other. [...]
[...] Is Poland a famous country for quality cosmetics products? We don't think so. At least not yet. That why some companies like L'Oreal or Gemey have an advantage just because of their nationality. For Dr. Eris the main solution will be to find the perfect mix between all the ways to promote a brand name. We know that building up a brand name is the hardest thing for a company. But with all its award, its undeniable product quality, its innovative position, our Polish company should be able to find a place in the global cosmetics market. [...]
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