Marketing Plan for for Herborist Cosmetic Company, China
Contents i Executive summary 3 ii List of Chart/ Figure 4 1.0 Situation analysis 5 1.1 Company and products background 5 1.1.1 Company introduction 5 1.1.2 Products introduction 5 1.2 Industry introduction 6 1.2.1 Market size and share 6 1.2.2 Developing trends 7 1.3 Macro-environmental analysis 8 1.3.1 Political and legal environment 8 1.3.2 Economic environment 9 1.3.3 Sociocultural environment 9 1.3.4 Technological environment 10 1.4 Competitive analysis 10 1.5 Customer analysis 11 1.6 Distribution channels analysis 11 2.0 SWOT analysis 12 2.1 Strengths 12 2.1.1 Good organic cosmetics brand image 12 2.1.2 Clear marketing position 13 2.1.3 Strong parent company 13 2.2 Weakness 13 2.2.1 Capital not strong as many international cosmetic companies 13 2.2.2 Lack of brand awareness 14 2.2.3 Huge room of improvement in operations management 14 2.3 Opportunity 14 2.3.1 Potential consumption capacity 14 2.3.2 2008 Olympic Games attract western to traditional Chinese elements (‘Chinese wind’) 15 2.4 Threat 15 2.4.1 Tough competition 15 2.4.2 16 2.4.3 Investment risk (ROI and cash flow) 16 2.4.4 Economic crisis 17 3.0 Objectives 17 3.1 Corporate objective 17 3.2 Marketing objectives 17 4.0 Marketing strategy 18 4.1 Target market 18 4.2 Positioning strategy 18 4.3 Marketing mix 19 4.3.1 Product strategy 19 4.3.2 Pricing strategy 21 4.3.3 Promotion strategy 22 4.3.4 Place strategy 24 5.0 Budget for the next three years 27 6.0 Projected profit and loss statement 28 7.0 Action program 29 8.0 Control & feedback 29 8.1 Sales analysis 29 8.2 Market share analysis 30 8.3 Profitability by product 30 8.4 Efficiency on advertising, sales promotion analysis 30 8.5 Sales-force efficiency 31 9.0 Reference 32 i Executive summary The marketing plan is aimed to outline a systematic marketing strategy for Herborist Cosmetic Company, which is specialized in herbal cosmetics. This marketing plan will firstly carry out a deliberate analysis on the market share, size, macro environment,