CHiCHi Cosmetics Marketing Planning Of Hongkong

In the business world, the competition becomes more and more impetuosity, domestic market is not fully attractive as before. Chi Chi Company is one of Australian cosmetic companies that have not entered the global market before. By facing the intensive competition, Chi Chi Company decides to enter the new market. After analyzing the culture, economic and political environment of the global market, manager chooses China(Hong Kong)as the target market. In the methodology section, Chi Chi Company conducts an exploratory research to find what kind of products that Hong Kong customers like and how to develop the price, product, promotion and distribution in Hong Kong market. Secondly, Chi Chi Company analyzes the situation of the market and company, decides whether company need to entry aboard or not. Then, use Porter’s five forces to analysis rivalry, new entrants, substitutes, buyer power and supplier power of Chi Chi Company. To define the market, Chi Chi Company uses Porter’s diamond mode to demonstrate factor condition, demand condition, firm strategy, structure and rivalry. Related and supporting industries. The next step is to define the SWOT(strengths, weaknesses, opportunities, threats) of internal and external environment of Chi Chi Company. After that, the international objectives and market objective of Chi Chi Company will be given, which aims to attain the net profit and market share increasingly. In order to enter the Hong Kong market successfully, the recommended market strategy likely set by Chi Chi Company and select the best way to exporting. The marketing mix in this report conclude four parts, there are product, price, place and promotion. In the product part, the report introduces the Chi Chi Company’s product, and its character, quality, branding effective and image in the market. For price of marketing mix, the Chi Chi Company should decide the reasonable price in Hong Kong market, and use discounts strategy to attract the new consumers. The place of Chi Chi cosmetic company in Hong Kong market, the company needs to control the information of new market, and use this information to open the different channels for sales their products. For the promotion part, four steps could the company to do. There are to introduce the products in new market, publicity the brand, advertising the products and keep the product and brand’s credit. After analysis of international research, market entry strategies and comprehensive marketing mix development, Chi Chi Company will plan an appropriate budget concludes assumption and forecast that in order to improve the marketing activities.