Individual Report
International Strategy for Herborist enter U.S. market
1 Introduction
This essay is an analysis of Why Herborist’s next target market should focus on USA and how to implement based on the current situation of Herborist.
1 Background of Herborist
Herborist is a high-end skin care brand of Jahwa Group which born in 1998 (Herborist, 2014). It is the first complete modern herbal personal care brand in China. The meaning of Herborist is the essence of hundreds of herbs. Herborist develop the natural and effective products for consumers by combining the traditional Chinese medicine formula and the latest achievement of modern biotechnology (Herborist, 2014). Nowadays, Herborist has become one of the leader brands in China’s high-end cosmetics market, and has embarked on the journey of international market. France is the first success step of Herborist.
2 Products
Up to now, Herborist has about 180 products, covering hair care, body care, facial care and essential oils. These products has been divided into different series, the New Whitening series and Taichi Series are the featured product, also the bestsellers, among all series.
3 SPA
In 2002, Herborist SPA opened its first store in Shanghai China (Herborist SPA, 2014). So far there are 15 stores in China, in order to provide a place to modern people for relaxing and calming their body and mind from the busy life (Herborist SPA, 2014).
2 Market analysis
By considering the development of Herborist, it is obviously not enough that limited the international market to France. Therefore, further expand the international market is imperative. According to the analysis of the following data, we think that United States, Canada and United Kingdom should be taken into account.
1 Why USA
1 Comparison between USA and Japan
Table 1: Country market size by retail value (retail selling price) from 2004 to 2009, and world ranking
Rank
US$ millions
2004
2004
2006
2007
2008
2009
1
USA
54,485.4
1 Introduction
This essay is an analysis of Why Herborist’s next target market should focus on USA and how to implement based on the current situation of Herborist.
1 Background of Herborist
Herborist is a high-end skin care brand of Jahwa Group which born in 1998 (Herborist, 2014). It is the first complete modern herbal personal care brand in China. The meaning of Herborist is the essence of hundreds of herbs. Herborist develop the natural and effective products for consumers by combining the traditional Chinese medicine formula and the latest achievement of modern biotechnology (Herborist, 2014). Nowadays, Herborist has become one of the leader brands in China’s high-end cosmetics market, and has embarked on the journey of international market. France is the first success step of Herborist.
2 Products
Up to now, Herborist has about 180 products, covering hair care, body care, facial care and essential oils. These products has been divided into different series, the New Whitening series and Taichi Series are the featured product, also the bestsellers, among all series.
3 SPA
In 2002, Herborist SPA opened its first store in Shanghai China (Herborist SPA, 2014). So far there are 15 stores in China, in order to provide a place to modern people for relaxing and calming their body and mind from the busy life (Herborist SPA, 2014).
2 Market analysis
By considering the development of Herborist, it is obviously not enough that limited the international market to France. Therefore, further expand the international market is imperative. According to the analysis of the following data, we think that United States, Canada and United Kingdom should be taken into account.
1 Why USA
1 Comparison between USA and Japan
Table 1: Country market size by retail value (retail selling price) from 2004 to 2009, and world ranking
Rank
US$ millions
2004
2004
2006
2007
2008
2009
1
USA
54,485.4