MARKETING PLANS FOR COSMETIC INDUSTRY IN CHINA : Case Study: Sephora
Ji, Hanbing (2016)
Ji, Hanbing
Centria-ammattikorkeakoulu (Keski-Pohjanmaan ammattikorkeakoulu)
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201604285389
https://urn.fi/URN:NBN:fi:amk-201604285389
Tiivistelmä
Cosmetic industry has developed at a very fast speed in China. Cosmetic industry includes a lot of products which has a great influence on people’s daily life. Chinese people who have reached a better standard of living and like to pay more attention to their appearance and they are more interested in cosmetic products which make them look better. Both females and males have increased their demands on cosmetic products.
The competition in the cosmetic industry has increased, as doing business in cosmetics has become harder. As known, marketing is very important for each company. If a company want to survive for a long time, gain more market share, attract more customers and finally become successful depends on the marketing projects. Cosmetic companies should have good knowledge on the environment of the new market. They should also know their customers’ demands and wants and provided them with the most suitable products. The locations of retail shops are important for the development of companies. In the cosmetic industry, Sephora is a well-known company among customers and the thesis used Sephora as a case study to analyze its current Chinese market including its target customers, its competitors and its problems as well as challenges. Some suggestions were given to Sephora in the end of the thesis by making new marketing plans for the company.
The thesis was divided into six chapters. Some brief definitions of marketing, the importance of marketing and the marketing process were given in the second chapter, the purposes of marketing could also be found in the thesis. The current situation of Sephora by analyzing the models of marketing was covered in the thesis as well. The aim of this thesis was to give some suggestions to Sephora to solve its current problems and challenges, compete with its competitors and improve its operations to gain more market share. The main theoretical framework was to use a lot of marketing models to analyze the market of Sephora in China, such as STP (Segmenting, Targeting and Positioning), PEST (Political, Economic, Social and Technological), marketing mix (Product, Price, Promotion and Place) and SWOT (Strengths, Weaknesses, Opportunity and Threats).
The competition in the cosmetic industry has increased, as doing business in cosmetics has become harder. As known, marketing is very important for each company. If a company want to survive for a long time, gain more market share, attract more customers and finally become successful depends on the marketing projects. Cosmetic companies should have good knowledge on the environment of the new market. They should also know their customers’ demands and wants and provided them with the most suitable products. The locations of retail shops are important for the development of companies. In the cosmetic industry, Sephora is a well-known company among customers and the thesis used Sephora as a case study to analyze its current Chinese market including its target customers, its competitors and its problems as well as challenges. Some suggestions were given to Sephora in the end of the thesis by making new marketing plans for the company.
The thesis was divided into six chapters. Some brief definitions of marketing, the importance of marketing and the marketing process were given in the second chapter, the purposes of marketing could also be found in the thesis. The current situation of Sephora by analyzing the models of marketing was covered in the thesis as well. The aim of this thesis was to give some suggestions to Sephora to solve its current problems and challenges, compete with its competitors and improve its operations to gain more market share. The main theoretical framework was to use a lot of marketing models to analyze the market of Sephora in China, such as STP (Segmenting, Targeting and Positioning), PEST (Political, Economic, Social and Technological), marketing mix (Product, Price, Promotion and Place) and SWOT (Strengths, Weaknesses, Opportunity and Threats).