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. [...]
[...] Sales representative Contact with the clients A lot of time devoted to develop the market Low investment Local representative NOT CONSIDERED IN OUR CASE Foreign affiliate NOT CONSIDERED IN OUR CASE Regarding to the different possibilities to export a local product and our brand specificities, we have chosen to do it by the sales representative. Indeed, it's the best way to keep the control on the distribution ways and to be sure that our positioning will be respected. Moreover, the sales representative has, as a rule, a good knowledge about the targeted market a. [...]
[...] An organic cosmetic is only made out of natural ingredients (vegetal oils, flower waters, natural waxes, and essential oils). Without any mineral oils or synthetic ingredients, an organic cosmetic can be made out of 100% active ingredients. Ecocert organic label certify that no parabens, phenoxyhanol, stainers, synthetic perfumes, animal raw materials, petrochemicals issued mineral oils or OGM are used in the composition of a cosmetic product and that no test on animals in done. And to respect environment Voyage des Thés conditionings can be recycled and refilled. [...]
[...] This first step will allow to see the first orders and the price fixed on the market by the different distributors, and then in a second time, our advice would be to propose the product via the Internet by fixing a price as close as possible of the price on the market in order to insist on the high quality of the product. Indeed, the consumers must not feel that the price of the product can be different; otherwise, the product can lose a part of its credibility. [...]
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