A Study On The Environment For Watson's Market Strategy In China

As the rapidly development of the society and economy, the household income and consumption have increased, and people's consumption concept has also undergone a big change. The personal care industry has thrived driven by growing demand for health and beauty products. Watsons is the most representative personal care store in China mainland, and its unique characteristic and idea, as well as the considerable advantages in the operation and sales areas, help it attract numerous consumers.This thesis summarizes the strategies through the analysis of Watson on the basis of greats quantity of literature datum, and combines theory and practice and rates Watson as a whole:first, it uses PEST model to value the political?economy social and technological environment. Second, it terms five main factors that affects Watson as the cut-in point, and studies the threat of entrants and substitution, the intensity of rivalry by Potter five-force mode. And then, it analyzes conditions of Watson from the angle of resource, capability, core-competitiveness. Lastly, it finds the opportunities and threats of external factors, the strengths and weaknesses of external factors, and uses SWOT-CLPV model to evaluate the strengths, weaknesses, opportunities and threats and combine them to put forward countermeasures and suggestions of Watsons. It is necessary to increase the innovation of independent brand, to improve the relationship with supplier, and to encourage the variety of product. I hope these analysis and strategies could offer some references to Watson, as well as other personal care products franchises.