Women's One Shoulder Embellished Chiffon A-Line Gown evening dresses
M25BSS RESEARCH METHODS
RESEARCH PROPOSAL
Name: You Sheng
Student Number: 5100659
1. Title
The Body Shop’s International expansion into China
2. Background
The improvement of material makes people pay more attention to their appearance, and skin care products from the luxury to become the necessities of life. China is a country with a large population, and Chinese also has the tradition of using skin care products, thus the development of skin care products in China has great potential market. C2CC China Cosmetics Network revealed that in 2011, the market retail of Chinese cosmetics amounted to 13.7 billion yuan, of which the sales of skin care market reached 49.2 billion yuan, accounted for 35.88% of the entire cosmetics industry, a year-on-year growth of 12.06%, of which the market capacity of high-end skincare was about 19.2 billion yuan, nearly 3 times that of 2006. The compound annual growth rate of 2006-2011 is 22%, which fully reflects the residents ' huge demand for high-end products after the upgrading of income. C2CC China Cosmetics Network also expected that to 2016, the market capacity of high-end skin care products will reach nearly 40 billion yuan, and the next 5 years will still maintain an average annual growth rate of nearly 15%. And, the market size of women 's skincare products will continue to grow, the emerging market of children 's high-end skincare products, men’s skincare products and aged skincare products prospect for a broaden development (C2CC China Cosmetics Network,2012).
In the face of such a potential market, apart from the numerous and uneven level Chinese domestic cosmetics brands, many international cosmetics giants have entered Chinese high-end cosmetics market. The success of multi-national corporations not only requires abundant capital, advanced technology, and quality products and brands, but also needs effective international strategy, which is determined by market, culture, legal policy and so on. Therefore
RESEARCH PROPOSAL
Name: You Sheng
Student Number: 5100659
1. Title
The Body Shop’s International expansion into China
2. Background
The improvement of material makes people pay more attention to their appearance, and skin care products from the luxury to become the necessities of life. China is a country with a large population, and Chinese also has the tradition of using skin care products, thus the development of skin care products in China has great potential market. C2CC China Cosmetics Network revealed that in 2011, the market retail of Chinese cosmetics amounted to 13.7 billion yuan, of which the sales of skin care market reached 49.2 billion yuan, accounted for 35.88% of the entire cosmetics industry, a year-on-year growth of 12.06%, of which the market capacity of high-end skincare was about 19.2 billion yuan, nearly 3 times that of 2006. The compound annual growth rate of 2006-2011 is 22%, which fully reflects the residents ' huge demand for high-end products after the upgrading of income. C2CC China Cosmetics Network also expected that to 2016, the market capacity of high-end skin care products will reach nearly 40 billion yuan, and the next 5 years will still maintain an average annual growth rate of nearly 15%. And, the market size of women 's skincare products will continue to grow, the emerging market of children 's high-end skincare products, men’s skincare products and aged skincare products prospect for a broaden development (C2CC China Cosmetics Network,2012).
In the face of such a potential market, apart from the numerous and uneven level Chinese domestic cosmetics brands, many international cosmetics giants have entered Chinese high-end cosmetics market. The success of multi-national corporations not only requires abundant capital, advanced technology, and quality products and brands, but also needs effective international strategy, which is determined by market, culture, legal policy and so on. Therefore
References: American Marketing Association (1985) AMA educator 's proceedings. American Marketing Association Armstrong C2CC China Cosmetics Network. (2012) Chinese skincare Market Research Report (2011-2012) [online] available from http://www.askci.com/enreports/201202/099316832.shtml [27 Dec. 2013] Schultz, D.E Jarratt,D. & Fayed, R. (2001) ‘The impact of market and organisational challenges on marketing strategy decision-making: a qualitative investigation of the business-to-business sector’. Journal of Business Research, 51(1), 61-72. Kerin, R., Hartley, S. & Rudelius, W. (2008) Marketing. 9th edn. London: McGraw-Hill Education. Laroche, M. (2009) ‘Impact of culture on marketing strategy: Introduction to the special issue’. Journal of Business Research, 62(10), 921-923. Lauteerborn, R. (1990) ‘4Ps Passe, C-Words Take over’. Advertising Age (6), 23-25. Learned, E. P. et al. (1965) Business Policy: Text and Cases. Homewood, IL: Richard D. Irwin McCarthy, J Miller, F.P., Vandome, A.F. & McBrewster, J. (2011) Pest Analysis. New York: Alpha script Publishing. Naidoo, V. (2010) ‘Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy’. Industrial Marketing Management, 39(8), 1311-1320 Philip, R.C Porter, M.E. (1980) Competitive Strategy: Techniques for Analyzing Industries Competitors. New York: The Free Press Schultz D Theodosiou,M. Et al. (2003) ‘Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research’. International Business Review, 12(2), 141-171. Wu, J.M. (2001) ‘The 4V marketing combination of the new economic era’. Chinese industrial economy (6), 70-75.