customer loyalty. Also, the comparison between two different purchasers in the propensity to consume shows strategies for differentiation of marketing operations toward markets for specific area and the globalization of cosmetics industry. That is, comparison and analysis between the female college students of Korean and Thailand.
5)a present condition of cosmetics market
-The condition of ma
cosmetic products.
Poor consumer because of economic recession.
globalization
internet market
- we act for your skin through wisdom of nature.
- we contribute positively to our community and our environment.
- we develop enthusiastically satisfied customers all of the time.
- we would to take a global approach to customer.
- we recognize that profitability is essential to our fu
Submission 1
Part I.
1. Explain briefly about your company, and evaluate their Mission Statement. If you cannot find one for the company, develop the mission statement for the company. Explain why the statement is good.
Blue club is the first and biggest barbershop which satisfies customers` need for cosmetic treatment and favorite place to score at an affordable price. while Blue club is
female college students
The major consumers of cosmetic products
Guarantee customer loyalty
long term profit
Korea & Thailand female college students
Globalization
Discrimination
southeast top class
organic cosmetic company
Increase Demand on Organic product
between Korea young people
Is there anyone who know the brand “Thann”? No!
Mass Cosmetics Line
-Amore Pacific at the top of the mass market
-Higher Value-added products
-More functional cosmetics
-Brand depending on customer level
-Beauty-food
cosmetic market, we are going to analyze the company, competitors, market and products and so on. And then we are going to devise new marketing strategy for Missha.
Ⅱ. Situation Analysis
1. Company Analysis
1) Beginning & now
The Missha's origins lie in the internet site Beautynet, which was created in the year 2000. The two‐way communication with the customers was the driving
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
customers’ relationship, so that eventually it can enhance the customer loyalty.
In order to improve this relationship, The Face Shop should manage its customers much carefully; for examples, adopting loyalty programs, sending some SMS messages when the customers’ special day, or sending some information about cosmetics or make-up tips which customers might be interested. In addition, throug
customers. Recently, government tries to legislate a law to give subsidy to this industry. In conclusion, we can say that threat of new entrants is comparatively high.
iv. Substitutes (Threat of Substitute - high)
In this industry, Brand loyalty of customers is considerably high as people don’t change their cosmetics or skin caring shops frequently. As we mentioned above, switching costs
customer with various products in various places.
- Abroad business department (pioneer of global market)
This department take charge of exportation into China, Southeast Africa, Europe. This department have sells the products to Korean in Abroad, now they trying to access to the natives.
2. Marketing strategy of Somang cosmetic
2.1 Survey of Somang Brands' recognition