Splash Analysis
| | International Expansion | | 41032048 | 潘阳晨 |
Splash—International expansion analysis |
Contents
Executive Summary
Introduction
Current Situation Critical Issues
Analysis
Macro-environmental Analysis—Market Analysis Industrial Analysis-- Michael Porter's 5 Forces Model Internal Analysis--SWOT
Conclusion
Recommendation Business Strategy Price Strategy Promotion Strategy E-Business Strategy
Executive Summary
The aim of this report is to resolve the critical issues of Splash on the international expansion. In the first part, we can have a quick grasp on brief information of Splash. Secondly, to look the issue into details, we have analysis the macro-environment, industry and internal environment of Splash. At last, in order to have a successful international expansion, we made recommendations based on the analysis.
Introduction
Current situation
Company profile
The Splash Group is composed of wholly-owned Philippine companies with business interests in personal care industry. Founded in 1985, Splash was able to grow from a Php12, 000 backyard businesses into a Php4 billion enterprise through the vision, innovation and commitment of its founders, Dr. Rolando B. Hortaleza and Dr. Rosalinda A. Hortaleza.
Product & price
Estraderm and Maxi-Peel
Maxi-Peel held 65 percent share of exfoliate category and Extraderm held 15 percent. On the launch path, the price of product is relatively lower than the competing products while after Maxi-Peel have commanded much consumer loyalty the price is roughly 10 percent higher than competing brands.
SkinWhite
SkinWhite command 29 percent share of whitening market in 2005. This series product is aim at middle-class market segment. SkinWhite products are priced approximately 15 percent lower than the competing products from Unilever.
BioLink
These products target at consumer who prefers to use whitening products based on natural ingredients rather than the
Splash—International expansion analysis |
Contents
Executive Summary
Introduction
Current Situation Critical Issues
Analysis
Macro-environmental Analysis—Market Analysis Industrial Analysis-- Michael Porter's 5 Forces Model Internal Analysis--SWOT
Conclusion
Recommendation Business Strategy Price Strategy Promotion Strategy E-Business Strategy
Executive Summary
The aim of this report is to resolve the critical issues of Splash on the international expansion. In the first part, we can have a quick grasp on brief information of Splash. Secondly, to look the issue into details, we have analysis the macro-environment, industry and internal environment of Splash. At last, in order to have a successful international expansion, we made recommendations based on the analysis.
Introduction
Current situation
Company profile
The Splash Group is composed of wholly-owned Philippine companies with business interests in personal care industry. Founded in 1985, Splash was able to grow from a Php12, 000 backyard businesses into a Php4 billion enterprise through the vision, innovation and commitment of its founders, Dr. Rolando B. Hortaleza and Dr. Rosalinda A. Hortaleza.
Product & price
Estraderm and Maxi-Peel
Maxi-Peel held 65 percent share of exfoliate category and Extraderm held 15 percent. On the launch path, the price of product is relatively lower than the competing products while after Maxi-Peel have commanded much consumer loyalty the price is roughly 10 percent higher than competing brands.
SkinWhite
SkinWhite command 29 percent share of whitening market in 2005. This series product is aim at middle-class market segment. SkinWhite products are priced approximately 15 percent lower than the competing products from Unilever.
BioLink
These products target at consumer who prefers to use whitening products based on natural ingredients rather than the