The Study on Marketing Strategy of VES Cosmetics Company
|School||Huazhong University of Science and Technology|
|Keywords||Cosmetics Environment analysis Marketing strategy|
The consumption of domestic cosmetic always keeps growing rapidly on account ofthe policy in mainland China, the great improvement of economy, and the change ofconsumption concept of Chinese people in recent years. A great deal of global cosmeticscompanies are attracted by the huge market size of cosmetic in China. The market share ofLocal cosmetics brand become much smaller, because the international cosmeticscompanies penetrate the China’s market through the strategy of high quality and lowprice.VES Cosmetics Company is an industrial company of the well-known group indomestic and mainly responsible for the development and marketing of the skincareproducts. Based on the new challenges in external competitive environment and theinternal management procedure, this thesis is aimed to explore a marketing strategy byusing strategic analysis tools to study VES Cosmetics Company.Aiming to combine theory with practice, this thesis generalizes study background andrelevant strategic management theories at first; next the external environment facing VEScosmetics company is analysed by means of PEST, the entire cosmetics industryenvironment and the main competitors are considered and dissected by using MichaelPorter’s Five Forces Model and Competitive analysis; and then based on the SWOT, thisthesis comprehensively considers the advantages and disadvantages of VES CosmeticsCompany and the opportunities and threats from the marco-environment to match a betterdevelopment strategy which can avoid competitive threats validly and improve their ownshortcomings while taking advantage of external environment opportunities and VESCosmetics Company itself. Finally the thesis forms the marketing strategy that can fitstatus quo of VES Cosmetics Company, the purpose of the new strategy is to improveselling profits，the principle of the new strategy is to insist on the brand building.