FINAL_2000-3000 WORDS

MARKETING 12

Glossy Skin

Natasha Manning-Redmond

International Marketing

Abstract

Business startups have taken the world by storm as they run the economies of various countries around the world through the generation of revenues. Most business ventures are still being developed, and in the world today, successful businesses are those that operate mostly in more than one country. That is, they cross the borders of their country of origin to those of other nations found in other continents with the aim of filling up the empty gaps that are found within the newly unexploited business niches. The beauty of doing or venturing into a business that has all the stages, say, production, packaging, and branding, distribution, marketing, and promotion are that it creates a broad fan base for the commodities and makes it easier for the goods to penetrate the market if the right strategies are employed. Most of these ventures are initiated industrially as they produce goods or provide services that target individuals that are far away from them. This discussion, therefore, looks into the marketability of such businesses by using a company that deals in skin care products and looks into the strategies that the firm has exploited or is planning to exploit to ensure that it meets the demands of the customers and realizes profit returns.

Executive Summary

In this discussion, we are going to look into all that marketing entails by first looking at the various marketing strategies that a company can utilize to make it survive in the highly competitive world of business by using Glossy Skin™ Company in the explanation. Secondly, the elucidation of how branding and packaging can influence the nature of the sales or the impression that the products give to the buyer in the market.

The third point to note from this piece is the strategic positioning of the commodities and the company with the aim of meeting the needs of the buyers and finally the open gap in the market that the firm aims at filling through the utilization of marketing 4ps, marketing, and promotional strategies.

Introduction

My company is dubbed Glossy Skin™, a name that was coined with respect to the nature of products that the company produces. The organizational structure of the company utilizes the partnership form of a business startup, something that is owed to the willingness of the partnering company to outsource some of its roles to increase the competitive advantage and realization of a maximum input from the employees.

Just as the name suggests, the company deals in beauty products for both skin and hair that are in high demand according to the desire to enhance the natural look of an individual as depicted by this generation of people. These products include gels, shampoos, makeup kits, deodorants, perfumes and much more that are yet to be added in the list.

The company has identified China as an ideal venue for global expansion purposes as it has lenient economic laws and little disruption to the business operations as well as a large population of individuals who would like to divert from the use of natural products to the readily available synthetic products that enhance beauty.

Cultural Analysis

China is one country that has its people relying on the naturally available products on strengthening their beauty. The culture that was there is slowly fading away with the demand for the new beauty products kicking in and taking over at an alarming rate. With this increasing demand, it would be an advantage for our business since we use natural products that have the components of what they were using initially.

According to the geographic research conducted by the team responsible for this venture in China, they established that China is a country that is located in a region where competition is high as it tends to rise to the helm of becoming the overall superpower state in the world.

It is located in a place where its citizens and those of the neighboring countries seem to depict the desire to use products that originate from the West even if the completion between the West and the East has become so stiff.

It is no doubt that the population of China and that of the neighboring nations like India prompted the desire to establish an outlet branch in China. The company picked China due to the high availability of consumers of the products reflected by the population of the nation. China hosts a population that three times larger than that of the United States of America.

India which is also a neighboring country hosts a population that is slightly lower than that of China, but it is an actual fact that with all the other factors that affect the consumer value proposition, China has a population that is capable of driving profits for the company and gaining from the products offered by the company.

China is a country that is economically stable as depicted by the ability of the Republic to send aids to other developing nations. It is ranked either slightly below or just at par with the United States of America in terms of economic stability hence the country encourages ventures that aim at providing jobs for a large number of citizens hence increasing the revenue collection. The economic factors regarding the establishment of both the middle class and first class companies within the country do not expose the new investors to tight situations unless the venture proves to be a threat to some of the major economic institutions within the country.

There is a silent rivalry between the countries in the East and those in the West pointing out the differences that the individual governments hold with regards to the way they make rules that control whatever happens within the country. For instance, the economic culture of China may vary from that of the United States of America considering the number of Citizens and other cultural norms that play a part in the structuring of these laws.

The legal research conducted on the nation confirmed that the rules and regulations of the Peoples Republic of China encourage the establishment of new business ventures that are aimed at filling the gaps that exist in the society or community as a whole. The essence of supporting the startups is to enhance the provision of employment opportunities to their citizens hence the legal requirements for the initiation of such businesses have few procedures which must be adhered to letter by letter since it is one of the ways the government raises its funds.

The politics of the East are a little bit different from those of the west though one thing that is commendable about both is the stability and maturity of the politics played by the nations. The politics in this nation are not based on the stomachs of individuals as they look into the benefits that the aspiring leaders aim at giving the citizens through the election or ascent to power via a preferred political party. Being a developed nation, the citizens and the owners of the businesses enjoy the peace that prevails before and after the elections hence providing a conducive environment for the establishment of a firm.

Business is a venture that is all about setting up your terms and outlining your offers for the other party that is interested in the products or the services hence it is very normal to see the struggle to rise to the state of being a super power between China and the United States of America. Moreover, some businesses are owned by individuals from either of the countries, and they operate in the other nation. What this statement infers is that there are terms that the intergovernmental associations have put to pen and paper that look into the positive and adverse effects of every business venture that emanates from a country that is considered an economic rival.

Therefore, the government only allows ventures that will not give it an economic handicap in its venture or pursuit of being a great nation. Our company aims at filling in a gap, and the processes involved in between the collection of the required materials to the production of the final product encompasses the employing of a large number of the citizens, and the products are geared to help the natives hence the government consideration will favor the establishment of the firm.

The Chinese have their own language, and this prompts the company to employ individuals that are well conversant with the language and English at a time to ensure that the instructions trickle down from the management to the employees effectively. This generation has made work easier with the development of social media applications that are customized in the local languages hence making the problem of language barrier a problem of the past.

Competitive analysis

The beauty products that our company focuses on have taken center stage lately, and they are the talk of the town with a high demand. The reason why the company saw China as a potential place with an opportunity for expansion is that there has been an increasing number of orders emanating from individuals in that region. This, therefore, means that the products already have an established name in the country.

There is an already established awareness of the products, and this implies that the company will use little energy in publicizing the products. The products are aimed at providing an alternative to the usual and traditional substances that the locals have been using, and they are packaged so that they are readily available for anyone in need of their services at any moment within the country.

The prices of the products also vary with the quality that is offered, and this depends on a number of the ingredients used in the production of the commodity. The country has a system that controls the setting of prices of certain commodities so as to prevent the overexploitation of its citizens by the firms that render their services and commodities to them. It is also important to note that quality comes at a price and “good things are worth spending for,” is the promotional strategy that the company has embodied on the emblem just below the name of the product.

The evaluation of the 4ps of marketing which are the place, price, product, and promotion gives the company a competitive advantage as the company comes in to fill in a gap that was in existence in a country where the commodity is new. The product faces little or no competition making it a dominant one and thus promoting it becomes a venture that utilizes the available product promotion channels that ensure that the information reaches every targeted consumer.

The industry of makeup and beauty products is one that has taken the world by a storm owing the fact that there is a high demand for the services of these products from place to place as people tend to admire what they see in the various media platforms. For instance, if some musician say Rihanna or Arianna used a makeup kit and posted it and the end results on her social media platform just for fun, how many people do you think would want to enjoy the services of the same kit? Food for thought! We are living in an online world where the internet has become the mother of everything hence the desire to make our looks online to be great, why not use the beauty products?

Marketing plan

The objective of marketing is to ensure that the products reach all the customers and that the company establishes more outlet stores in the neighboring countries. The customer value proposition of the product reflected a great positive outcome amongst the individuals in their teenage up to an age of thirty-six, and the most interested gender was the females. This means that the production of the products used by the female gender was to be more than that of those used by the male counterparts.

The global positioning strategy of the company encompasses establishing more outlets to enable the products to reach the individuals in places far from the main outlet of the company. People might be willing to buy the products, but they cannot access them or do not possess the power to purchase the quality needed. Hence the company aims to take a good care of this too by producing small portions of the products that are affordable to ensure that everyone is on board

The product has a well boldly printed name and an embodied promotional statement that is admired by everybody that makes them unique in the market. The nature of the ingredients is customized for the skin of each and every individual providing maximum beauty needs.

The adverts created for the products are aimed at ensuring that it takes care of the needs of each and every one hence the strategy to be utilized encompasses using social media, radio, and television to make sure that the fan base is increased.

Since the products are made locally for those who prefer the local ones, they will be transported from the factory with the aid of trucks which will distribute them to the outlets or retailers for financial sustainability purposes. For those who want the products that are made at the headquarters, they will also enjoy the services of the products too since they will be shipped to the major outlet in China depending on the demand and market availability.

Pricing of the goods depends on either the polycentric and geocentric pricing models since the company can't act as a dominant entity in a foreign country

References

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Nolan, P. (2001). China and the global business revolution (Vol. 204). Basingstoke: Palgrave.

Pan, F., & Zhang, Z. (2004). Cross-cultural challenges when doing business in China. Singapore Management Review, 26(1), 81.

Sharan, V. (2006). International business: Concept, environment and strategy. Delhi: Pearson Education.

Strange, R. & Jackson, G. (2008). Corporate governance and international business: strategy, performance and institutional change. Basingstoke England New York: Palgrave Macmillan.

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