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Essay / Research Paper Abstract
This 9 page paper examines the health and beauty industry in France from the perspective of a new entrant. The macro environment is considered, with influences such as economic, social, political and legal factors. Existing competitors are considered and an outline plan for products, target marketing and pricing strategy is presented. The bibliography cites 8 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEheabfrance.rtf
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Unformatted sample text from the term paper:
in France. To assess this the position of the country and the industry need to be considered. I. Frances Global Business Opportunities France is in a strong position. The country
has boarders with Andorra, Belgium, Germany, Italy, Luxembourg, Monaco, Spain and Switzerland, making this a good central location. Most of these countries are also part of the European Union (EU).
As France is a member of the EU, a free trade area, this also means that any French company will be in a good position to export goods to other
EU countries. The established fifteen members which includes countries such as the UK, Italy, Greece and Sweden already have all barriers down, and twelve all use the same currency reducing
transaction costs. Other countries, which joined on May 1st 2004, including Malta, Romania and Cyprus, will have barriers eliminated within the next few years. Therefore, operations in France are well
placed for international business. In addition to this there are also French territories French Guiana and French Polynesia which may also prove useful assets for international trade. II. Frances
International Competitors The benefit of being a member of the EU has been the reduction of trade barriers and increased international trade. However, this also increases the potential competition.
There are several different segments to the health and beauty market. The leader in the market for skincare products with a 28% market share is LOreal SA, with its has
four subsidiaries including LOr?al Paris, Active Cosmetics, LaScad, and Laboratoires Garnier (Euromonitor, 2004). LOreal also has 63% of the hair care market in France (Euromonitor, 2003). Other large companies include
Unilever, Beiersdorf SA and The Henkel Group. These are suppliers of goods, however another major sector of the health and beauty industry is the retail sector, the outlets that
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