The reverse road from the East to the West: Asian cosmetics brand’s strategy to establish themselves in western countries | |
| Author | Le Manach Camille |
| Call Number | AIT RSPR no.SM-16-11 |
| Subject(s) | Marketing--Management Strategic planning International business enterprises |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Now, when globalization is undeniable, we mainly noticed that western countries integrated developing countries and especially Asia, but a new phenomenon is coming: the Asian firms introduce their products in western countries. However, to internationalize their products they need to integrate new constraints and grow by adapting their marketing strategies. The study of this other way of trade will be the guide wire of this paper. The cosmetics industry is very competitive and new brands have been created, especially in Asia. All the cosmetics brands constantly try to innovate and keep their positions in the market. In this new frenzy for Asiatic cosmetics, a South Korean company is leading the market and trying to become a “Great Global Brand Company”. This research will analyze the specificities and strategies of this company, in order to understand their possible expansion to Western Countries. We will explain why this company targeted more the USA than Europe. It will demonstrate how they succeeded to establish themselves in the USA with different customers. This research will also provide marketing and commercial recommendations for this company to combine French and Korean culture to establish their products in this country. What are the requirements and strategies? |
| Year | 2016 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Badir, Yuosre; |
| Examination Committee(s) | Igel, Barbara;Zimmermann, Willi; |
| Scholarship Donor(s) | SKEMA Business School, France;Asian Institute of Technology Fellowship |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2016 |