Cosmetics from Poland: Business Research
Analyn Tabucanon COMK3B
Case #1 Dr. Eris: COSMETICS FROM POLAND
1. What does the future hold for Polish small-medium sized cosmetics manufacturers? Do you agree with the statement of the Polish manager?
I disagree, because every particular women are happy to purchase cosmetics, but only from known and reputed companies. Brand name is also important for us. So if the local brand have that status, there will not be a problem for local companies to sustain themselves in the market and will continue to compete strongly for market share. Many local brands, like Dr. Irena Eris is well-established, with a long market presence, and boast considerable loyalty among consumers, as well as a reasonable quality to price ratio. Therefore, they may well expand their presence further in the coming years.
2. What should Dr. Irena Eris cosmetics laboratories do to secure its future as market leader in the facial cosmetics segment in the Polish market?
She could do Franchising as a growth strategy. Growing worldwide presence of franchise systems used as principal or auxiliary expansion mode, suggests that the formula is gaining importance and appreciation in the range of international development strategies.
3. Explain the internationalization of Dr. Irena Eris cosmetics laboratories in the United States.
Exporting activities; which aims to expand the sales of a product initially that were produced for the domestic market to the international market while keeping customization at a minimal level, to avoid the substantial cost of establishing manufacturing operations in the host country and to take advantage of the experience curve and local economies.
Case #1 Dr. Eris: COSMETICS FROM POLAND
1. What does the future hold for Polish small-medium sized cosmetics manufacturers? Do you agree with the statement of the Polish manager?
I disagree, because every particular women are happy to purchase cosmetics, but only from known and reputed companies. Brand name is also important for us. So if the local brand have that status, there will not be a problem for local companies to sustain themselves in the market and will continue to compete strongly for market share. Many local brands, like Dr. Irena Eris is well-established, with a long market presence, and boast considerable loyalty among consumers, as well as a reasonable quality to price ratio. Therefore, they may well expand their presence further in the coming years.
2. What should Dr. Irena Eris cosmetics laboratories do to secure its future as market leader in the facial cosmetics segment in the Polish market?
She could do Franchising as a growth strategy. Growing worldwide presence of franchise systems used as principal or auxiliary expansion mode, suggests that the formula is gaining importance and appreciation in the range of international development strategies.
3. Explain the internationalization of Dr. Irena Eris cosmetics laboratories in the United States.
Exporting activities; which aims to expand the sales of a product initially that were produced for the domestic market to the international market while keeping customization at a minimal level, to avoid the substantial cost of establishing manufacturing operations in the host country and to take advantage of the experience curve and local economies.