Individual Report

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International Strategy for Herborist enter U.S. market 1 Introduction This essay is an analysis of Why Herborist’s next target market should focus on USA and how to implement based on the current situation of Herborist. 1 Background of Herborist Herborist is a high-end skin care brand of Jahwa Group which born in 1998 (Herborist, 2014). It is the first complete modern herbal personal care brand in China. The meaning of Herborist is the essence of hundreds of herbs. Herborist develop the natural and effective products for consumers by combining the traditional Chinese medicine formula and the latest achievement of modern biotechnology (Herborist, 2014). Nowadays, Herborist has become one of the leader brands in China’s high-end…show more content…
That means the student group is small. Lack of a stable customer base. Japan is not a country of immigrants, in another word, people from other countries like international students will continue leaving once completed their studies. Considering all the reasons above, we strongly recommend Herborist choose USA as the next enter market. 2 Campaign There are a lot of natural and organic brands in the U.S. market. If Herborist decides to enter USA, Kiehl’s and Origins will be the strong competitors to Herborist. Kiehl’s Kiehl’s is a natural brand of L’Oreal Group. It is famous for high quality skin care and hair care products in U.S. market. Kiehl’s believes that natural ingredients have been an important part of their formulas since they began as a New York City pharmacy more than 150 years ago (Kiehl’s, 2001; L’Oreal, no time). Origins Origins belongs to the Estee Lauder Group. It is an advocate of natural, highly effective skin care brand. Origins uses the natural and organic material, such as mushroom, lemon and ginger, to create safe and effective products. They claim that their products are formulated with natural and certified organic ingredients and 100% natural essential oils (Origins, 2014; Estee Lauder, 2011). 3 Marketing Strategy analysis Here will analyse Herborist’s current situation and strategies. 1 SWOT analysis 1 Strengths Unique selling point. Chinese medicine formula is an attractive point to

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