[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-3

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-4

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-5

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-6

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-7

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-8

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-9

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-10

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-11

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-12

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-13

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-14

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-15

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-16

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-17

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-18

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-19

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략-20

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레포트 > 경제경영계열
2010.12.07
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자료 다운로드 네이버 로그인

[국제마케팅] 더페이스샵(The Face Shop)의 해외진출 전략-인도시장 진출

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[기업경영사례] 더페이스샵 경영사례

[경영] 삼성 애니콜과 노키아 비교 분석

소개글

[국제경영] 더페이스샵 The Face Shop 국제시장(중국, 일본, 미국, 베트남) 진출 전략에 대한 자료입니다.

1. Introduction
1. Featured in Cosmetic Market
2. Positioning map
3. About Lush

2. Subject
1. Company analysis (The Face Shop)
1) History
2) Vision
3) Product character
2. STP
3. 4p
4. Comparative analysis of Marketing activities (TFS VS Lush)
1) Distribution Channels
1-1) China
1-2) Japan
1-3) United states of America
1-4) Vietnam
2) Regional Marketing Differentiation
2-1) Asia – Korean wave Marketing,
Model Employment, Korean wave Marketing (Asia Tour)
3) Analysis of the concept store
4) Product packaging

3. Conclusion
1. Success Factor analysis
2. The Face Shop weakness analysis
3. The solution

본문내용

2. Introduction of ‘The Face Shop’

1) Introduction

The Face Shop is one of the successful domestic cosmetic brands which had accomplished the top sales in cosmetic department with the main marketing concept of the “nature” not artificial. As we are all aware of, the catchphrase of The Face Shop is “Natural Story.” They supply their natural plant extract products as reasonable prices.
They have 110 franchises in the Korea, 4 franchises in Australia, 2 franchises in Brunei, and 30 franchises in China, and made inroads into overseas markets.
The first shop in Korea opened in November 2003 and since then the market sales has dramatically increased and also it has expanded many other stores to the whole country.

2) History

Aim points

Naturalism ‘The Face Shop’ Naturalism, products inspired by nature.
Variety ‘The Face Shop’ offers variety to meet the all.
Value ‘The Face Shop’ offers high quality products at affordable prices.

◈Product propensity
Many previous cosmetic companies used chemical ingredients for their products. However, The Face Shop used natural extract ingredients. Also they did not have product experiments on animals. besides this company also recycles used empty containers for the environment.
Furthermore, compare to other competitiveness, The Face Shop do not contain those following components:
Paraben, Pigment, alcohol, artificial flavourings, benzophenone, mineral oil.

3) STP

(1) Segmentation
① Demographical variables: women (late10’s~early 30’s) who are interested in make-up
② Geographical variables: the capital-centered region, dominant commercial market much floating population and online system (support exceptional places)
③ Socio-cultural variables: Consumption pattern (emotional consumption culture →rational consumption culture) from shrinking mind derived from the recession.

(2) Target
① Age: Women in late teens to early thirties
② Geographical Location: Major commercial market place in a big city and the places where there are lots of young floating population.
③ Critical Value: High Quality and Low Price, Neat and Sophisticated atmosphere

(3) Positioning
- Positioning strategy makes to establish present position firmly on customers’ mind.
① High Quality and Low Price: The concept of The Face Shop is naturalism. It tried to reduce packing fees and stages of distribution channel.
② Natural and Luxurious Atmosphere of Shop
- Design of the shop is based on plainly white color, besides, the source of products such as rose, lotus, green-tea, and etc are arranged everywhere in the store. It can be applied most of the countries.

4) 4P Analysis

(1) Product
① The features of The Face Shop products
(a) Nature friendly image
The Face Shop has the brand concept that approach to the customers with being honesty and innocent under the catchphrase ‘natural story’. This catchphrase supports that give the innocent like nature back to the customers who exposure polluted air and water.

(b) Using natural extracts
The Face Shop has about 870 products like basic cosmetic, make up, hair care, and body care. Also they supply high quality products by using natural resources like flower, fruit, herb and Monc Blanc glacier water, in order to maintain nature friendly image. Nowadays The Face Shop emphasizes on such natural ingredients, then launched herb in garden line which is based on herb extracts and HANBANG line is based on oriental medicinal stuffs. Also, all the products proved their high quality by passing Japanese Food and Drug Administration which is stricter than European Union’s. it means that The Face Shop has the advantages than other cosmetic companies.

② Diversity of products line
The Face Shop has vary product line, whole product numbers are almost 600. Compared to other domestic cosmetic firms manufacture mainly skin care and make up lines, The Face Shop launched skin care, make up products as well as even body care, hair care, hand & food line due to current trend which is tarketing whole body.

(2) Price
① Middle and low price
They establish price 1000 to 16000 won. But they intended to promote low price policy that makes the average of price about 3,000~4,000 won. This price is possible because they reduced the cost of the product and cut down distribution channel.
By keep advertising the concept of naturalism, they tried to increase their brand image and power and it worked successfully. They used huge money on hiring celebrity to advertise their product and tried to convince that even though it is cheap, the quality is high. As a result customers perceive The Face Shop as high quality, low price shop.
On the contrary to this, The Face Shop products are selling more higher prices than in domestic market.
It seems to be open to doubt that they set the prices are higher than Korea.
 Below products are all the same. But Korea one is much cheaper than other two products that are selling abroad.

#국제경영 #국제시장 #Face #Shop

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