Marketing and Aesop
International Marketing Plan: Aesop’s Expansion into Italy
TBS982 Marketing in a Global Economy
Patjira Aiemsumang 4304834 Natthanee Chatpahol 4230723 Cheuk Kin Jeremy Sin 4429448 Thanyaporn Theerawatphothong 4222490
July 22, 2013 Word Count: 6713
1. Executive Summary
The cosmetic industry worldwide seems to be continuously developing, now more than ever with the advent of the Internet companies. Many famous companies sell their cosmetic products online also in countries in which they do not have representatives. Aesop is the trading name of a range of skin care products from Australian company Aesop Retail Pty Ltd. Aesop was founded by hairdresser Dennis Paphitis in 1987 in the city of Melbourne. It is an Australian based super premium cosmetic company that has significant presence in Asia-Pacific, Australia and North America with the capability of generating A$49 million revenue in 2012. The objective of the report is to incorporate marketing theory with in-depth research that makes up a strategic marketing plan to provide relevant and sufficient information about doing business in Italy. This report is performed to investigate the company’s performance with the macro environment, industry environment and customer’s base in Italy. It will be shown in frameworks such as PESTEL analysis, Porter’s Five Forces, customer analysis and market segmentation for investigating the appropriate strategy. For analytical purposes, this report uses marketing frameworks such as SWOT and VRIO analysis, possibility statements, Ansoff matrix, product life cycle concept (PLC), Porter’s generic competitive strategies and SMART marketing objectives to demonstrate the trends and methods of Aesop in order to achieve the objectives. It is found that Aesop can access the Italian market by direct export to increase selling and gain more target market. For the marketing mix strategies, it is recommended that the product should focus on skincare product for unisex with minimalistic
TBS982 Marketing in a Global Economy
Patjira Aiemsumang 4304834 Natthanee Chatpahol 4230723 Cheuk Kin Jeremy Sin 4429448 Thanyaporn Theerawatphothong 4222490
July 22, 2013 Word Count: 6713
1. Executive Summary
The cosmetic industry worldwide seems to be continuously developing, now more than ever with the advent of the Internet companies. Many famous companies sell their cosmetic products online also in countries in which they do not have representatives. Aesop is the trading name of a range of skin care products from Australian company Aesop Retail Pty Ltd. Aesop was founded by hairdresser Dennis Paphitis in 1987 in the city of Melbourne. It is an Australian based super premium cosmetic company that has significant presence in Asia-Pacific, Australia and North America with the capability of generating A$49 million revenue in 2012. The objective of the report is to incorporate marketing theory with in-depth research that makes up a strategic marketing plan to provide relevant and sufficient information about doing business in Italy. This report is performed to investigate the company’s performance with the macro environment, industry environment and customer’s base in Italy. It will be shown in frameworks such as PESTEL analysis, Porter’s Five Forces, customer analysis and market segmentation for investigating the appropriate strategy. For analytical purposes, this report uses marketing frameworks such as SWOT and VRIO analysis, possibility statements, Ansoff matrix, product life cycle concept (PLC), Porter’s generic competitive strategies and SMART marketing objectives to demonstrate the trends and methods of Aesop in order to achieve the objectives. It is found that Aesop can access the Italian market by direct export to increase selling and gain more target market. For the marketing mix strategies, it is recommended that the product should focus on skincare product for unisex with minimalistic
References: 39 Handbook of Niche Marketing: Principles and Practice, 2013, Routledge Ltd, GB 42 Pearson, M 2009, ‘Six secrets of supply chain planning masters’, Logistics Management (2002), vol