Essay requirement
The project asks you to advice Herborist on their strategies for local growth in Chinese markets and international expand to the UK
Your advice will need to focus on clearly articulating strategies that elaborate on why and how they should focus on local markets (China) and expand in the UK.
To address the “why” question, I am expecting some systematic analysis informed by market research, and comparison between potential countries. The case study contains a list of the countries that Herborist have already entered and the countries under consideration. The point is that you need to demonstrate a clear rationale for choosing the UK to expand.
To address the “how” question, I would like to see some level of strategic planning. You should consider entry mode for the UK’s expansion, growth strategy, marketing strategy and strategy implementation for both China and UK . Please make sure that you consider Herborist’s current strategy when advising on their future strategy of international expansion.
Structure Suggestion:
1. Introduction
This part includes the introduction of the Herborist company and the aim of the writing.
2. Research (This part is for the above “Why” question, please use the following research methods)
? Literature reviews (please finds some correlative literatures by yourself, this literature may be about the Herborist in China and some European counties which the herborist has already expanded into)
? Focus Group (ps: i have done this, please use my result)
Chinese people know it and a part of people have used it, other areas people do not know it.
advantage of Herborist: natural , Chinese culture attraction, fresh packaging
disadvantage: low costumers services, no history, not enough advertising, no core product, high price, price is asymmetry with use feeling.
? Questionnaire( ps: I have done this, please use my result)
400 units of questionnaires in the UK’s shopping street, the result is about 98% people do not know the Herborist, but about 50% people is interested in Chinese herbs skin care products.
3. Strategy (This part is for the above “How” question)
? growth strategy, marketing strategy and strategy implementation for China (some suggestion: cost leadership, developing the quality of product, improving the customer service, celebrity endorsement in advertising and online sale……).
? entry mode for the UK’s expansion, growth strategy, marketing strategy and strategy implementation for UK (some suggestion: cooperation with UK’s beauty shops, experience shops in order to increase the awareness, advertising focus on Chinese culture in the Youtube, TV and underground……).
4. Conclusion
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