This assignment is an extension of the midterm. It relies on the assumption that you will proceed with the decision to take your company global. The assignment should include all of the following sect
Midterm assignment
Charme Du Maroc
Charme du Maroc is a laboratory for natural and sensory cosmetics. One ambition: share the wealth of Morocco's natural resources
Plants care, soothe, purify, beautify. They live and breathe life and power into us. This striking truth was known to me from my early childhood. A captivating world suddenly opened up to me when I understood how precious and generous nature can bring us invaluable benefits.
Since then, discovering and knowing plants in general, and medicinal plants in particular, has become a real and insatiable passion, which has never left me.
My studies in pharmacy only propelled me towards the acquisition of this subtle and acute look, essential to the alchemist ...
Beyond my numerous researches, I was led to familiarize myself with recipes which used these plants in the art of making themselves beautiful. It was then that I came up with the idea of bringing all this know-how up to date, transmitting and sharing it. I wanted to make everyone benefit from the wonderful possibilities that plants offer us.
From there springs an idea, a project, a vocation: to revive and know well-being and "know how to take care of yourself" with natural products ... Thus was born Charmes Du Maroc.
Like these beauties of yesteryear, Charme du Maroc looks at nature as a field of resources, benefits and pleasures whose extent and richness are only matched by the marvelous diversity of Moroccan natural heritage ... he abundance where the Antiques located the legendary garden of the Hesperides, land of sun where our ancestors cultivated the famous Andalusian gardens, Land of contrasts alternately tropical and desert garden.
For Moroccan women, as always, as for Charme du Maroc today, Moroccan nature is the Jardin des Belles where beauty is picked, nurtured, magnified and transmitted.
Visit the gardens that we have created for you, in order to present you the natural ingredients thanks to which Charme du Maroc products come to life.
Algeria is a market of 35 million consumers, including more than 16.5 million women. Influenced by foreigners and open to modernity, the Algerian market continues to grow. Algeria's imports of perfumes and cosmetic products are constantly increasing, and were estimated at EUR 91 million in 2008, and Algeria is the largest market in North Africa. Mostly distributed through multi-card wholesalers, perfumes and cosmetics face strong competition from the informal economy and counterfeiting. Nevertheless, French products, guarantees of quality and luxury, obtaining an excellent brand image among Algerian consumers. Witness the continued growth of French exports to Algeria and the rank occupied by French companies on this market.
In 2008, Algerian imports of cosmetic and perfume products represented more than EUR 90 million, an increase of 8.3% compared to the previous year and 68.5% compared to 2003. The main Algeria's suppliers are: - France, the world's leading exporter of cosmetic products in front of the United States, is Algeria's main supplier with more than 60% of market share in 2008. - The countries of the Union European are traditional suppliers of Algeria. Indeed, European countries constitute the main suppliers of the country in terms of perfumes, cosmetic products and dermo-cosmetics. Although it occupies a minor place in imports, we are nevertheless witnessing the constant progression of China, which saw its cosmetics exports to Algeria grow by 284% in 2008 compared to 2007. Most of the imports is represented by everyday consumer products of the “general public” type (make-up, care creams, shower gels, soaps, deodorants, perfumes, shampoos, etc.) and dermo-cosmetic products. In terms of supply, the products offered to Algerian consumers are varied. Despite an increasing supply of often cheaper local products, consumers are mainly turning to perfumes and cosmetics from abroad. Wishing to benefit from diversified ranges of major international brands, and this at relatively affordable prices, they mainly buy imported products.
Due to the lack of relevant figures and studies on the consumption of cosmetics and perfume products by Algerians, it is easier to describe the main features of their behaviors and habits. Apart from the wealthy Algerian class for which the notoriety of the brand and the quality of the product unequivocally constitute the main motivations of purchase, the price is generally the determining factor in the choice of a product in Algeria. Demand for care (manicure, pedicure, hair removal, body and facial care, etc.) is currently increasing among the middle classes and the number of salons or beauty salons is increasing. The more affluent clientele frequent the treatment facilities (spas, hammams, saunas, etc.) of international hotels or beautiful neighborhoods. In addition, a sign of the attractiveness of the Algerian market, many foreign brands have set up in the territory, like Jacques Dessange who opened a salon in Algiers in May 2005 or Franck Provost in early 2008. Consumers are also very influenced, via access to European television channels and French women's magazines sold in Algeria, by fashion phenomena. The use of foreign cosmetic products then becomes synonymous with taste and identification with the "Western woman" portrayed by the media. The market for men's products is also experiencing, like the world market, an increasing demand and we have noted in recent years the arrival on the market of specifically male products such as shower gels, shaving products, deodorants, eau de toilette or even moisturizers. Still in its infancy, the male market tends to grow conspicuously according to professionals in the sector. One of the obvious signs of this development is the launch in June 2009 of the magazine Dziri (which means "Algerian" in Arabic). A general beauty and fashion magazine, Dziri has more than 25,000 copies. This newcomer to the Algerian press is alone in his sector and responds, according to the editors-in-chief, to growing demand from Algerians.
Counterfeiting A sector strongly affected
The circulation of locally produced or imported counterfeits has grown in Algeria since the liberalization of foreign trade in 1991. This scourge, difficult to curb, continues to increase since, according to Algerian customs, seizures have been multiplied by 21 between 2006 and 2008. Counterfeiting today affects a wide variety of products, from perfumes and cosmetics, to ready-to-wear, car parts, cigarettes, household appliances, computer software, books or drugs. Cigarettes are at the top of the table with a counterfeiting rate above 60%, followed closely by spare parts for cars, 50% of whose products are from counterfeiting. However, perfumes and cosmetics are not to be outdone, since around 40% of the products offered on the Algerian market are counterfeit. Next come clothes and shoes with a counterfeiting rate of around 30%, far ahead of household appliances at 12%. In the case of cosmetics and perfumery, counterfeit products, stamped with international brands, are mainly sold on the public highway at unbeatable prices. In addition, undetectable for the simple consumer, they reproduce identically the packaging, the barcode number, the reference and certification number of the original product at a price much lower than the initial product. If the Algerian market has long been inundated with counterfeit products from South East Asia, Turkey or China, transiting through the free zone of Dubai, we have observed for a few years, the appearance of a "Fake industry" of cosmetic products in Algeria. However, with a view to better discerning the good from the chaff, the Algerian authorities have decided to collaborate with major international brands to combat counterfeiting, which is plaguing the national economy and damaging the brand image of companies. foreign.
Regulations
Taxes applied to perfumes and cosmetic products imported into Algeria from September 1, 2009: Customs duties VAT P.R.C.P.T * 21.6% Tariff dismantling and import constraints
Tariff dismantling for perfumes and cosmetic products The Association Agreement of Algeria with the European Union (EU), which entered into force on September 1, 2005, provides tariff preferences on products imported from member states from the EU. It covers both customs duty and taxes having equivalent effect (Provisional Additional Law or DAP) according to the planned concession scheme and according to the nature of the goods imported. For more information on the specifics of cosmetic products, consult the directory guide of the “perfume and cosmetic products market in Algeria”. Recent restrictive measures for imports Faced with the observation of a considerable increase in imports, the Algerian Prime Minister, Ahmed Ouyahia, had circulated in his administrations at the end of December 2008 instructions intended to supervise the investment of foreign companies. One of these instructions was given concrete form in Executive Decree No. 09-181 of May 12, 2009 and confirmed in the 2009 Supplementary Finance Law: import companies are required to have at least 30% of their share capital held by natural persons of Algerian nationality and / or legal persons all of whose partners or shareholders are of Algerian nationality. These measures are applicable to companies importing raw materials, products and goods intended for resale as is. In addition, the complementary finance law of 2009 stipulates in the Official Journal n ° 44 that the payment of imports is now compulsory only by means of documentary credit.
Dermocosmetics
A promising growing market
Like perfumes and cosmetic products, the dermocosmetics market is booming in Algeria. Increasingly attentive to its appearance and personal hygiene, consumers now use dermo-cosmetic products to treat their skin, maintain their hair or protect themselves from the sun. Still relatively expensive for the majority of Algerians, dermo-cosmetic products are currently aimed at the upper middle class and the wealthy Algerian class. Despite a very wide range of products, the best-selling products by far are sun creams and anti-wrinkle creams. The rest of the products mainly offered are products for dry or stained skin, or skin prone to acne. Foreign products, mainly French, remain the most popular with consumers. Despite a certain distrust on the part of consumers, certain local products resist well against foreign competitors. For example, the Algerian brand Venus is becoming more and more popular. Of good quality and at a lower price than foreign products, Venus products are appreciated by professionals and consumers. Foreign products are imported through generalist or specialized importers, and then distributed through pharmaceutical or parapharmaceutical wholesalers. Opportunities exist in manufacturing and partnerships with Algerian companies, in particular to conquer the East Algerian market little developed in this sector because more inclined to use traditional local products.
Ms. Doufane was speaking on the subject of "Algerian regulations on cosmetic products", during the Scientific Day organized by the National Syndicate of Pharmacies of Officials (SNAPO), on "Dermo-cosmetics: Reality and perspectives", in presence in particular of representatives of the Ministry of Health, learned societies, industrial partners and foreign speakers.
Addressing the aspect inherent in the control, Mrs. Doufane will indicate that, during the current year, the services of the Ministry of Commerce have carried out 13,161 interventions, including 12,697 at the production level in detail and 186 for the wholesale one. The reasons being in particular related to the absence of prior authorization or declaration of loss, for non-compliance with technical prescriptions as well as for absence of the trademark and lack of labeling.
Following these checks, 726 reports were sent to producers and importers who did not comply with the conditions of conformity of this type of product with the regulations in force, she added, before deploring "l "lack of real coordination" between the departments of Health, Trade and Customs around this issue.
While making the parallel with food supplements "balanced between the Ministries of Health and Trade", the same manager returned in detail to the various regulatory texts governing in particular the production, import and sale of cosmetic products.
For his part, the president of the Algiers office of SNAPO, Chafik Rahem wondered about the "skills of pharmacists to advise in an informed way" the patients on cosmetic products, all the more that, he underlines , the 11,000 pharmacies distributed nationwide "have this product range".
The speaker highlighted the difficulty of locating the "borders" separating dermo-cosmetic drugs from cosmetic products, while questioning whether the latter are "sufficiently regulated and secure".
Charme Du Maroc should invest in Algeria as it is a developing market.
