From the perspective of globalization, every company aims to become increasingly competitive. With the phenomenon of openness of national economies and foreign markets, the only way to cope with increased competition in all sectors is by boosting the exports.
Also, SMEs and their counterparts in large firms should internationalize and adopt expansionary policies to enable them to have a place to turn to international markets that are increasingly popular.
Some industries are evolving faster than others, and this is partly due to the progress made in research and development, which allows them to be more efficient. It can also be attributed to consumer demands that push them to innovate in order not to be injured and lose market share.
The cosmetics industry is a perfect example of this scenario. It is evident that this business is booming, but also changing because of new requirements on the scene. One lives in a society where "culture of beauty" is highlighted, and occupies an important place in everybodys lives. Furthermore, constant supply of new beauty products amplifies this phenomenon by acquiring an important part in everyday consumption.
It is obvious that one pays attention to own personality and consumes more and more of such products. This phenomenon is particularly visible in the male clientele that is growing at an unexpected speed.
In the segment of botanical beauty, the brand Yves Rocher is the world leader. The French company operates in the sector in which mutation is spreading throughout the world. Also, in this perspective of the International development seems to be the ideal opportunity.
The brand already present on the French market, with every reason to adopt a policy of export to new markets, gain market share, and be more competitive in an area is that is becoming more agressive. Therefore, it is interesting to know the strategy of the brand Yves Rocher in its development at the International, especially in the Canadian market.
Yves Rocher is a French brand, which is experiencing considerable growth abroad. It chose to expand in North America because it considered that multi-lingualism was essential to the development of its business. Also, the choice seems appropriate since Canada is the only place in America which combines many languages. From this perspective it is interesting to study the strategy and the action of the sign in this area.
Nature as a source of beauty has been the credo of the Yves Rocher brand. The brand is named after its creator and has been in existence for more than 40 years after making a simple ointment plant, the Vicar, designed in the family attic in 1956. The history of this brand is primarily the story of its creator, who invented the concept of beauty through plants and distance selling, while revitalizing the economy of its region of Brittany.
Yves Rocher was born in La Gacilly, near Forest and Dark Forest in 1958. Obsessed with the idea of creating jobs to revive his country, Yves Rocher, had the idea to start a nature oriented business for the beauty of women.
Yves Rocher has become an international brand. It is a pioneer and leader in organic cosmetics plant: the plant knowledge and intelligence is the heart of innovation in science laboratories. The Yves Rocher brand is also the richness of the product offering more than 600 varities for all skin types.
Tags: Yves Rocher brand, development of the brand, international launch in Canada
[...] Yves Rocher franchise in Canada in figures: - 140 stores Yves Rocher franchise in France in figures: - 600 stores, including 482 free and 118 directly managed Plus: In this way the Yves Rocher Group has a market that is already familiar with the principle of openness and it saves time in development (less checks to operate a business franchise) Mail Order Yves Rocher has traditionally specialized in the mail order, so it has applied this principle to the Canadian market as well by creating a large call center located in Montreal, which has 177 employees. [...]
[...] L'Oreal This company has been based in Canada since 1958 and its products were launched in the supermarkets in 1960 and is considered a direct competitor of Yves Rocher. In 1997 the Canadian cosmetic brands Ombrelle was ranked number two in the market for sun protection in Canada with the company positioning itself significantly in the cosmetics market. The number one cosmetic group with various activities in the Canadian marketplace is a veritable giant in the global market. This group sells more than 17 different brands such as Vichy, Biotherm, Garnier, Maybelline, etc. [...]
[...] The supply system Suppliers: Yves Rocher Canada imports all products in France and more precisely in Gacilly (Britain). To date, there is no structure apart from the local warehouses for orders and shops. In a sense, all franchisees must purchase from the manufacturer, however, the supply of hardware and some accessories sales are left to the discretion of franchisees. Yves Rocher France is supported by a network of suppliers and subcontractors with respect to accessories, and packaging such as the Technofi or Ernstrade companies. [...]
[...] Yves Rocher has always claimed its involvement in the protection of nature, and its desire to develop research on plants and demonstrate their benefits for beauty. To this end, the cosmetics brand created the Award "Women of the Earth", which recognizes women engaged in actions to protect nature and promote well being. Since 2002, the foundation gives a prize for women in France and elsewhere, fighting for survival in nature each year. This international prize is awarded on the Women's day at the Institut de France in Paris. [...]
[...] Yves Rocher launched an operation upgrading its rooms with the expansion and design of large rooms, bright colors (green, white, pastel colors) offering various services in booths designed as airlocks relaxation (soft music, soft lighting . ) while maintaining a policy of affordable prices for middle-class women, in 2004. At home in Latin America and Southern Europe: This principle is well-known, with Tupperware meetings which were very fashionable in the 1950s, but were abandoned because they were considered tacky. There is now a revival of the practice which allows a pleasant and friendly atmosphere among friends for the sale, and is not just an act of consumption. [...]
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