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Market Entry Strategies - Case Study Example

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The case study "Market Entry Strategies" describes the LUSH company known for its fresh handmade cosmetics having its headquarters in the United Kingdom. Lush started off with a small store in the UK in Poole in the year 1995. They operate their business through franchisee, partnerships…
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Market Entry Strategies
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Download file to see previous pages In the paper, it is noted that the company products include soaps, shampoos, and hair conditioners, shower gel, bath bombs, face make, bubble bars, hand and body lotions for a variety of skin types. Lush in all its products use essential oils, fruit and vegetables, honey and beeswax, and synthetic ingredients. It is a public limited company and is a part of the personal care industry. Lush operates in more than 50 countries there are some appropriate conditions of Brazil that has enforced the company to open its stores over there. Lush operates in Australia, Canada, Germany, Kuwait, New Zealand, Singapore, Taiwan, Australia, Hong Kong, UK, Sweden, etc. This report outlines the opportunity that Lush has seen in the Brazil market and the reasons why it has not chosen any alternative markets for its operations. The report even proposes some marketing mix strategy that would be helpful for the company to operate in the overseas market.
Brazil is selected as a new market to enter by Lush. The reasons for selecting the Brazilian market for the personal care industry can be justified using the SWOT analysis. It is a structured planning method which is used to evaluate the strengths, weakness, opportunities, and threat related to a component. The strengths and weakness are internal to the organization whereas the opportunities and threat are the external factors of the environment which cannot be controlled by the organization. These internal and external factors are analyzed using the SWOT analysis and it helps to know the factors essential to be considered while designing a strategy or in case of a product it helps to analyze which market is suitable for the business. The strengths highlight the advantage the component has over the others. The weakness illustrates the characteristics that place it at a disadvantage over others. The opportunities describe the factors it could consider in order to exploit its advantages. The threats highlight the possible external environmental factors that could cause harm to a particular business.  ...Download file to see next pagesRead More
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