Marketing Strategy Case Study Of C Cosmetics Company

In the past30years, China experienced reformation and opening up in politics andeconomics. Chinese economy has developed rapidly as long as people’s living standards and theability-to-pay increased dramatically. The demand and consumption of cosmetics and beauty careproducts reached to a brand new level. Chinese cosmetics industry successfully become top threeby seizing the opportunity of China rising.95%of enterprises, whose management level and marketing capacity play the mostimportant factors of Chinese cosmetics industry, are in small or medium size. In this paper,through research on company C, who run business in field of cosmetic industry, we seekstrategies for enhancement and optimization on management problems that worth to be extendedto further studying in a higher scope in order to making contribution to its healthy development.In case introduction section, we briefly go through company C’s background, developmentpath, marketing strategies and tactics. By studying the status of current business, marketingproblems including sales decreasing, weak recognition in brand, homogenization, low efficiencyin marketing channel, weak performance in promotion activities, are concluded.PETS and SWOT models are used to analyses both external and internal environmentalfactors of Company C for summarization of its resources and core competencies.Case analysis, PEST method using C macro environmental conditions in which companieswere analyzed using five forces model C-depth analysis of the company’s industry structure andcompetitive environment for C ’s resources, capabilities and core summarized and the opportunityto apply SWOT analysis pointed out the company faced threats to its own advantages anddisadvantages.Differentiation strategy is recommended for Company C to solve problems of its marketing section. Women who age above35are taken as target segment for launching a new type of skincare product, which is aggregated by derma-cosmetics and mini beauty-instrument. Theconclusion of the essay is focused on working out strategies in defining product name, productconcept, R&D process, marketing channel management and production promotion.