마케팅 Natura 미국시장 진출 전략(영문)

마케팅 Natura 미국시장 진출 전략(영문)

[마케팅] Natura 미국시장 진출 전략(영문).pptx

목차 1.Environment analysis 2.A key competitive strengthen 3.International Expansion 4.Organizing for Internationalization 5.Issue 본문 Natura’s products should be developed for Functionality + reflect the company’s social and environmental values and beliefs. Natura stated that its reason for Well being & being well Well being :harmonious and pleasant relationship on has with oneself Being well : empathetic, successful and gratifying relationship one has with nature and the whole environment Campaign “ Truly Beautiful Woman” True beauty is not depend on being forever young but emanated from self-esteem and from living a healthy and meaningful life. - The Mommy and Baby Product Line Product for pregnant women, babies and new mothers. 1. Pregnant women : pregnancy-safe beauty and comfort products such as hydrating cream to avoid stretch marks, massage oil and hydrating gel for legs and feet. 2. Baby : soaps, shampoos, wipes, creams and fragrances It couldbe used simultaneously by mother and baby Women Increasing participation in the labor force → The average purchasing power was increasing and providing the beauty industry with greater business volume. The youngest populations Cultural importance of self-image + Population aging(Low fertility rate and long life expectancy)→ development and attention devoted to anti-aging cosmetic lines 본문내용 n 4 Environment analysis 1 Issue 5 Contents Was the US the right target? To success in U.S Market, what kind of sales model Natura choose? (the direct sales distribution model or the retail model?) INTRODUCTION Name : Natura Founder : Luiz Seabra Founded : 1969 Headquarter : Sao Paulo, Brazil Products : Cosmetics, fragrances, and personal hygiene items Revenue $ 2.4 billion (2008) One of the most