Australia - Executive Summary

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Australia

Executive Summary

There are many components to a successful organization, among them is a steady flow of innovative products that are consistently produced to high standards, available to customers when and where they are needed, and backed with diligent service and support. We will demonstrate the viability of capturing a significant market share of sunscreen products Down Under. We will inform you of our unique market entrance plans, our unique product and its marketable attributes. We will layout our target markets and their demographic information, and we will conclude with the profitability remarks necessary to gain your confidence and investment.

Sun Cosmetics, Inc., the parent company, was founded in 1955 and has been a publicly held company since 1973. It was incorporated in the State of Massachusetts. Any U.S. legal conflicts fall under the jurisdiction of the Massachusetts state court system. It's annual North American sales of sunscreen products are in excess of $20 billion. Sun Cosmetics created Oceana's development team for the express purpose of penetrating Australia's regional markets. Its members were selected based on their cultural appreciation and adaptability, their research expertise, and their discerning abilities with both primary and secondary data.

Cheri Brown, Vice President of International Operations Robert Roy, Director of International Sales & Marketing Helen Quinn, Director of Cultural Adaptation Becky Barth, Director of Research & Development

Sun Cosmetics, Inc. will send two expatriate executives to F.H. Faulding & Company Limited to work in commensurate positions and pay grades. The training and marketing guidance is invaluable from both perspectives.

Product introduction and formulation

Due to the high incident of skin cancer Down Under, primarily originating in young children, we have developed an additive that enables parents and children to see that this sunscreen has in fact been applied to all areas of exposed skin. This additive is a coloring agent that fades approximately three minutes after application. Taking advantage of the Sydney 2000 Olympic Summer Games approach, we have incorporated the additive with an olympic theme: Oceana Gold, Silver & Bronze. The coloring agents will actually be gold, silver or bronze according to the label of the particular sunscreen purchased. In addition to these choices, each color would be available in several degrees of sun protection factor (SPF): SPF4, SPF8, SPF15 & SPF30 (SPF4 being the least and SPF30 being almost total sunblock). Oceana is a non-greasy water resistant sunscreen with aloe vera gel, vitamin E and is paba free.

Incidence of skin cancer

The high incidence of skin cancer in Australia is the reason for our choice of this product. Skin cancer has been on the rise due to environmental issues caused by humankind. Australia is known for its sunshine and carefree good life attitude; but Australians are facing a severe problem with exposure to the sun. Australia is the perfect market for sunscreen because two out of every three Australians will develop skin cancer at some point in their life. One half of Australians under the age of fourteen already have some damage to their skin. Australians have the highest rate of skin cancer in the world, with are approximately 140 thousand new cases per year. See Appendix A for additional information.

Cultural aspects surrounding market entrance to the Oceanic region

Australia

The seven states of the Australian country/continent are very similar to those of the United States. That is to say, all of these states are English speaking, with a high literacy rate, a well-developed infrastructure, a significant volume of tourism and laws that promote interstate commerce. These elements are what make this market an easy entrance for our product....
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