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Compare and Contrast the China and Japan Investment Enviornment: Market Opportunity for the Body Shop

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Compare and Contrast the China and Japan Investment Enviornment: Market Opportunity for the Body Shop
Compare and Contrast the China and Japan Investment Environment:

Market Opportunity for the Body Shop

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Professor: Dr. Andrew Staples

Shuyuan, Huang

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Table of Contexts:

1. Introduction
2. The Body Shop Philosophy
3. Comparison Study on Determinants of FDI in China and Japan
4. Differences of Cosmetics and Toiletries Market of Japan and China
5. Market Entry Analysis in China
6. Conclusion

Introduction:

This paper aims to provide a market entry analysis for penetrating the China market to The Body Shop based on a comparison study on determinants of FDI in China and Japan. First, an introduction of The Body Shop including the company’s history, philosophy and business expansion will be given. Then an overall investment strategy will be forming by analyzing the pros and cons of investing in China and Japan. Look deeper into the Cosmetics and Toiletries (CT) Market, an investment and marketing analysis of China comparing to that of Japan will be elaborated, for instance, comparison of beauty and personal care market potential in China and Japan, consumer behavior and major players. Based on all thee analysis and assumption that The Body Shop would enter China market soon, this paper will analyze the market entry strategies for the company into China.

The Body Shop Philosophy

The Body Shop (The Body Shop International plc) is a global manufacturer and retailer of naturally inspired, ethically produced beauty and cosmetics products. Founded by Dame Anita Roddick in United Kingdom in 1976, its store-based retailing business has expanded through 55 countries in the globe and subsidiaries have covered Western Europe, North America, Asia Pacific, Australasia, Middle East and Africa. However so far, The Body Shop hasn’t entered the China market. It takes a strong position on insisting their five core values: support community trade,
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