Essay regarding Trend Analysis and Tips for Amorepacific


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To: Lovers and Senior Consultants of Naib-Zoob Consulting


Particular date:

LSO ARE: Achieving Amorepacific's growth objective by adding a product line inside the U. S i9000. and expanding to Brazil


As 2008, the economic downturn features slowed down the pace from the development inside the cosmetic sector. Amorepacific Corporation, a Korean language based cosmetic makeup products manufacturer, also earned lower revenue than expected. I analyzed the alterations in industrial trend and developed two recommendations for the organization to aid its expansion strategy in the recession. My personal recommendations are:

1 ) Adding a new product line in the U. S.

installment payments on your Expanding to Brazil.

Vision of AmorePacific Organization

According to the company's 2010 gross annual report, the growth strategy called " The Vision 2015” indicates which the company's eyesight is to become one of the world's top ten cosmetics companies (20). Considering the on-going impact with the economic recession, this kind of goal will not be easy to achieve. I analyzed commercial trends to look for effective ways in order to meet the objective.

Pattern Analysis & Recommendations

Depending on my analysis, I created two suggestions to achieve the expansion objective of Amorepacific Firm in the around the world economic recession.

1 . Adding a Product Range in the U. S.

Amorepacific Corp. uses country-specific tactics. In the United States, the organization raises it is image by simply focusing on the prestige manufacturer lines including Sulwhasoo and Amorepacific. Yet , the approach is certainly not sufficient to aid the company's growth objective as a result of increased price sensitivity inside the U. S. In my opinion, the company should present a new product line that is less costly.

Cost Sensitivity is increased

Because of the high unemployment rate and minimize in throw-away income, consumers cut spending and lost premium-brand cosmetic makeup products for mass cosmetics. According to the WSJ document, the consumer who have traded down during the economic downturn never went back (Zimmerman, " Frontiers Of Frugality" ).

* Premium cosmetics were strike hard

High quality cosmetic market was hurt hard by the consumers who have trade right down to mass makeup. In 2008, on the pub graph under, the percentage benefit growth of high quality brands in the U. T. was adverse. The different linear graph shows that this season, the global premium brand beauty industry reported only about 2% value progress when the growth of mass plastic industry was around 6%.

Soource: Euromonitor Foreign 2009

Soource: Euromonitor International 2011

Therefore , like a response to the trend, I produced specific programs for a new product line inside the U. H. based on the 4P strategy.

* Item: IOPE

IOPE is known as a cosmeceutical manufacturer that is developed by using the originate cell technology. The company's 2010 annual survey says " IOPE items are scientifically formulated to treat skin conditions and restore users' clear, wholesome complexions” (33).

* Cosmeceutical products will be rising: The requirements for cosmeceutical brand goods are raising. Consumers understand this product instead of cosmetic surgery or perhaps other types of procedures. According to Global Cosmetic Industry, the U. H. ' demand for cosmeceutical products is likely to increase to $8. your five billion simply by 2015 (" U. S i9000. Demand for Cosmeceutical”).

* Selling price: Between mid-market and very premium ($30 - $70) Since the firm builds its image as luxurious with all the two super premium brands – AmorePacific and Sulhwasu, it is incorrect to use low-price strategy for the modern product lines without any differentiation. Instead, the company may compromise the mid-market and super high grade prices.

* Place: Drug stores and On the net channels

The department...

Mentioned: Ann Zimmerman. В " Frontiers Of Frugality --- Shoppers Not able to Trade Backup. " В Wall Street JournalВ 4В Oct. В 2011, В Eastern edition: В ABI/INFORM Global, В ProQuest. Web. В 1 April. 2011.

Amorepacific Coporation. 2010 Amorepacific Sustainablity Report. New York, BIG APPLE: Amorepacific Firm, 2010. Net. 1 March. 2011.

" Beauty Over and above and Turmoil – The season in Review and Growth Concepts for the Future. ” Euromonitor International, May 2011. Passport. Internet. 1 . March. 2011.

" Beauty Past the Turmoil –The Season in Review and Growth Concepts for the Future. ” Euromonitor Worldwide, May 2011. Passport. Web. 1 . Oct. 2011

" Brazil: Essential Player in Global Splendor and Personal Treatment Growth. ” Euromonitor Foreign, Feb 2010. Passport. Net. 1 . March. 2011.

" Global Makeup and Toiletries: industry prospective customers for 2009 and over and above. ” Euromonitor International, August 2009. Passport. Web. 1 . Oct. 2011.

Nicola Panteva. " Plastic & Beauty Products Manufacturing inside the U. S i9000. ” IBISWorld Industry Record 32562, August 2011. Internet. 1 . March. 2011.

" U. H. Demand for Cosmeceuticals to Reach $8. 5 Billion. " Global Cosmetic Industry 179. almost eight (2011): 35. Business Supply Complete. EBSCO. Web. you Oct. 2011.

World Traditional bank. World Advancement Indicators 2010. Washington, WC: World Lender Group, 2010. Web you Oct. 2011