GROUP Alba de Vera Ruiz
Yaiza Yaiza Guerrero Romero
INDEX EXECUTIVE SUMMARY...........................................................................................................................3 COMPANY COMPANY DESCRIPTION................................................................................................ DESCRIPTION........................................................................................................................ ........................ .4 EXTERNAL ANALYSIS............................................. ANALYSIS....................................................................................................................... .......................................................................... .......5 ....... 5 1.
Macroecono Macroeconomic mic ana!"i"#.. ana!"i"#....... ........... ............ ........... ........... ............ ............ ............ ............ ............ ........... ........... ............ ........... ........... ............ ................... ...................5 ......5 A.
$ea%&! $ea%&! In'%"&r!.... In'%"&r!.......... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ................... .................5 ...5
$.
Or(anic Or(anic $ea%&! In'%"&r!... In'%"&r!......... ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ..................... .....................5 ......5
). In'%"&r! ana!"i"....................................................................................................................................* A.
C%"&omer" C%"&omer"...... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... .............* .......*
$.
S%++ier".. S%++ier"........ ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... .............* .......*
C.
C%rren& C%rren& com+e&i&or" com+e&i&or"...... ........... ........... ............ ............ ............ ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ..............* .........*
D.
$arrier" $arrier" o, en&r!....... en&r!............ ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ................ ........................................-
E.
S%"&i&%&e S%"&i&%&e"..... ".......... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ...................... ......................-
INTERNAL ANALYSIS......................................... ANALYSIS...................................................................................................................... ............................................................................. ......... / 1.
C%rren& C%rren& &ren'" o, &0e com+an!...... com+an!........... ........... ............ ............ ............ ............ ............ ........... ........... ............ ........... ........... ............ ............... ......................../ .............../
). Re"o%rce" an' ca+aii&ie"..................................................................... ca+aii&ie"...................................................................................................................../ ................................................/ COMPETITIVE STRATEIES..................................................................................................................12 CORPORATE CORPORATE STRATEIES......................................................................................................................1) STRATEIES......................................................................................................................1) 1.
Ver&ica er&ica in&e(ra&ion in&e(ra&ion..... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ..................... ........................1) .........1)
).
Dier"i,ica Dier"i,ica&ion. &ion....... ............ ............ ........... ........... ............ ........... ........... ............ ............ ............ ............ ............ ........... ........... ............ ........... ........... ............. .......................13 ................13
3.
In&erna&iona In&erna&ionaia& ia&ion... ion......... ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ...............14 .........14
4.
%"&i,ica&i %"&i,ica&ion on o, "&ra&e(ie".. "&ra&e(ie"....... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... .................... ...................15 .....15
INTERNAL RO6T7 MET7ODS...........................................................................................................1* 1. Mar8e& +ene&ra&ion..............................................................................................................................1* ). Pro'%c& 'eeo+men&...........................................................................................................................1* 3. Mar8e& 'eeo+men&........................................................................................................... 'eeo+men&............................................................................................................................ .................11EXTERNAL RO6T7 STRATEIES................................................................................................1/ STRATEIES................................................................................................1/ 1. Mer(er" 9 Ac:%i"i&ion".......................................................................................................................1/ Ac:%i"i&ion".......................................................................................................................1/ ). Coo+era&ion a(reemen&" ;Par&ner" an' ,ranc0i"e"<.............................................................................1/ CONCLUSIONS.........................................................................................................................................)2 RECOMMENDATIONS.............................................................................................................................)1 APPENDICES.............................................................................................................................................)) A++en'i= 1# L%"0 Mi""ion S&a&emen&.....................................................................................................)) A++en'i= )# Re"o%rce" an' Ca+aii&ie" 1..............................................................................................)3 A++en'i= 3# Re"o%rce" an' Ca+aii&ie" )..............................................................................................)4 $I$LIORAP7Y........................................................................................................................................)5
2
INDEX EXECUTIVE SUMMARY...........................................................................................................................3 COMPANY COMPANY DESCRIPTION................................................................................................ DESCRIPTION........................................................................................................................ ........................ .4 EXTERNAL ANALYSIS............................................. ANALYSIS....................................................................................................................... .......................................................................... .......5 ....... 5 1.
Macroecono Macroeconomic mic ana!"i"#.. ana!"i"#....... ........... ............ ........... ........... ............ ............ ............ ............ ............ ........... ........... ............ ........... ........... ............ ................... ...................5 ......5 A.
$ea%&! $ea%&! In'%"&r!.... In'%"&r!.......... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ................... .................5 ...5
$.
Or(anic Or(anic $ea%&! In'%"&r!... In'%"&r!......... ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ..................... .....................5 ......5
). In'%"&r! ana!"i"....................................................................................................................................* A.
C%"&omer" C%"&omer"...... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... .............* .......*
$.
S%++ier".. S%++ier"........ ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... .............* .......*
C.
C%rren& C%rren& com+e&i&or" com+e&i&or"...... ........... ........... ............ ............ ............ ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ..............* .........*
D.
$arrier" $arrier" o, en&r!....... en&r!............ ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ................ ........................................-
E.
S%"&i&%&e S%"&i&%&e"..... ".......... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ...................... ......................-
INTERNAL ANALYSIS......................................... ANALYSIS...................................................................................................................... ............................................................................. ......... / 1.
C%rren& C%rren& &ren'" o, &0e com+an!...... com+an!........... ........... ............ ............ ............ ............ ............ ........... ........... ............ ........... ........... ............ ............... ......................../ .............../
). Re"o%rce" an' ca+aii&ie"..................................................................... ca+aii&ie"...................................................................................................................../ ................................................/ COMPETITIVE STRATEIES..................................................................................................................12 CORPORATE CORPORATE STRATEIES......................................................................................................................1) STRATEIES......................................................................................................................1) 1.
Ver&ica er&ica in&e(ra&ion in&e(ra&ion..... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ..................... ........................1) .........1)
).
Dier"i,ica Dier"i,ica&ion. &ion....... ............ ............ ........... ........... ............ ........... ........... ............ ............ ............ ............ ............ ........... ........... ............ ........... ........... ............. .......................13 ................13
3.
In&erna&iona In&erna&ionaia& ia&ion... ion......... ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ...............14 .........14
4.
%"&i,ica&i %"&i,ica&ion on o, "&ra&e(ie".. "&ra&e(ie"....... ........... ............ ........... ........... ............ ............ ........... ........... ............ ........... ........... ............ ............ ........... ........... .................... ...................15 .....15
INTERNAL RO6T7 MET7ODS...........................................................................................................1* 1. Mar8e& +ene&ra&ion..............................................................................................................................1* ). Pro'%c& 'eeo+men&...........................................................................................................................1* 3. Mar8e& 'eeo+men&........................................................................................................... 'eeo+men&............................................................................................................................ .................11EXTERNAL RO6T7 STRATEIES................................................................................................1/ STRATEIES................................................................................................1/ 1. Mer(er" 9 Ac:%i"i&ion".......................................................................................................................1/ Ac:%i"i&ion".......................................................................................................................1/ ). Coo+era&ion a(reemen&" ;Par&ner" an' ,ranc0i"e"<.............................................................................1/ CONCLUSIONS.........................................................................................................................................)2 RECOMMENDATIONS.............................................................................................................................)1 APPENDICES.............................................................................................................................................)) A++en'i= 1# L%"0 Mi""ion S&a&emen&.....................................................................................................)) A++en'i= )# Re"o%rce" an' Ca+aii&ie" 1..............................................................................................)3 A++en'i= 3# Re"o%rce" an' Ca+aii&ie" )..............................................................................................)4 $I$LIORAP7Y........................................................................................................................................)5
2
EXECUTIVE SUMMARY In &0i" re+or& >e 0ae +er,orme' an e=0a%"&ie ana!"i" o, a com+an! name' LUS7 Co"me&ic". ?ir"& o, a >e ana!"e' &0e in'%"&r! &0i" ,irm i" in. I& i" a co"me&ic" com+an! %&@ a" &0e ea%&! in'%"&r! i" "o i(@ >e narro>e' narro>e' 'o>n &0e "co+e o, "&%'! &o ,oc%" on &0e or(anic ea%&! co"me&ic" in'%"&r!. T0i" >o%' ao> %" &o (ie m%c0 more "+eci,ic an' in'e+&0 in,orma&ion ao%& &0e com+an!. Or(anic Or(anic ea%&! +ro'%c&" are more an' more in 'eman' &o'a! (ien &0e ,ac& &0a& +eo+e are no> more an' more in&ere"&e' in&ere"&e' in &0e"e 8in'" o, +ro'%c&" an' >0a& in(re'ien&" in(re'ien&" &0e! are +%&&in( on &0eir "8in.B >0ic0 i" >0! >e &0o%(0& o, ana!"in( &0i" com+an! &o "ee i, &0e! >ere rea! o,,erin( >0a& &0e! >ere +romi"in(. T0i" in'%"&r! "0o>" a o& o, (ro>&0 +o&en&ia. 7o>eer com+anie" en&erin( &0i" mar8e& 0ae &o &a8e &a 8e in&o acco%n& &0a& &0e"e c%"&omer" are er! "+eciai"e' an' 0ae 8no>e'(e an' &0e! >i e "cr%&ini"e' &o ma8e "%re &0e! rea! are or(anic. T0e rea&ion"0i+ &0i" com+an! 0a" >i&0 i&" c%"&omer" ma8e" i& er! %ni8e! ,or &0em &o ">i&c0 &o ano&0er com+an!. LUS7 Co"me&ic" Co"me&ic" i" (ro>in( an' >e >o%' i8e &o "0o> 0o> i&" com+e&i&ie a'an&a(e i" a"e' an' >0e&0er or no& i& can e main&aine' &0ro%(0 &ime. In or'er &o 'o "o@ LUS7 m%"& 8ee+ a "%"&aine' an' co0eren& "&ra&e(! &0ro%(0o%& i&" a%e c0ain. One o, &0e main in&an(ie re"o%rce" &0e ,irm 0a" i" i&" ran' name@ a" i& 0a" een ae &o e"&ai"0 a co"e rea&ion"0i+ >i&0 i&" c%"&omer" &0ro%(0 &0e %"e o, i&. Peo+e no> a""ocia&e i& &o ,i(0&in( anima &e"&in( an' eco,rien'ine""@ "ome&0in( &0e com+an! >an&e' &o ac0iee.
T0e 0%man re"o%rce" o, &0e com+an! are a"o er! im+or&an&@ (ien &0e con"&an& a''i&ion o, ne> "&a,, an' &0e er! "+eci,ic &rai&" &0e! >an& &0em &o 0ae. ?ina!@ "ome&0in( "ome&0in( &0a& &0i" com+an! 0a" &rie' &o %"e in i&" a"ic o+era&ion" i" i&" e&0ica >a! o, "ein( an' +ro'%cin(. T0e! are "ein( a conce+&@ a >a! o, i,e# e(an@ or(anic an' na&%ra@ cr%e&!,ree co"me&ic" ,or &0o"e >0o ie ,or &0e"e i'ea". 6e >i ,%r&0er ana!e o&0er re"o%rce" an' ca+aii&ie" &0e com+an! 0a" &0a& 0e+" LUS7 ac0iee an' main&aine' i&" com+e&i&ie a'an&a(e. 6e >i (ie rea"onin( >0! &0e com+an! i" "o er&ica in&e(ra&e'@ a" &0e! are in con&ro o, +ro'%cin( &0e +ro'%c&" a" >e a" 'irec&! "ein( &0em &0ro%(0 &0eir re&ai "&ore". ?%r&0ermore@ >e >i "ee 0o> &0eir +ro'%c& 'i,,eren&ia&ion 'i,,eren&ia&ion "&ra&e(! come" in&o +a!. A &0e 'i,,eren& 'i,,eren& a"+ec&" >e 0ae men&ione'@ men&ione'@ ao> %" &o 0ae a (enera an' "+eci,ic ie> o, &0e com+an!@ com+an!@ i&" o+era&ion" an' i&" c%"&omer". T0i" re+or& ,oo>" a er! "c0ema&ic an' ea"! &o ,oo> "&r%c&%re "o &0a& an!one >0o i" in&ere"&e' in 8no>in( "ome&0in( ao%& LUS7 can ea"i! (%i'e &0em"ee" &0ro%(0 &0i" +roec&.
3
COMPANY ESCRIPTION LUS7 i" a na&%ra 0an'ma'e co"me&ic com+an! ,o%n'e' in 15 in En(an'. I& o+era&e" in &0e $ea%&! in'%"&r!@ >0ic0 i" a"o cae' Co"me&ic" or Per"ona Care in'%"&r!. T0i" in'%"&r! con&ain" man! 'i,,eren& "ec&or" an' L%"0 Co"me&ic" com+e&e" in &0e Na&%ra Co"me&ic" "ec&or a" i&" mi""ion "&a&emen& ;>ri&&en eo>< cear! "&a&e" &0i". 6e >i 'e,ine &0e na&%ra co"me&ic "ec&or a" &0e one &0a& 'ea" >i&0 or(anic co"me&ic +ro'%c&". 60en o+enin( &0eir ,ir"& "&ore LUS7 receie' &0e "%++or& o, &0e area a" &0e! &rie' &o e co"e >i&0 &0e comm%ni&! &0e! >ere in. Moreoer@ a" &0e! area'! 0a' "ome e=+erience >i&0 co"me&ic" ,or ein( T0e $o'! S0o+" "%++ier in &0e ear! /2"@ in a''i&ion &o 0ain( a mai or'er co"me&ic %"ine"" imme'ia&e! e,ore "&ar&in( LUS7@ &0e! co%n&e' >i&0 o!a c%"&omer" ,or &0eir +ro'%c&". A& &0a& &ime@ 0o>eer@ &0e! >ere cae' FCo"me&ic 7o%"eG an' &0e! ma'e an o+en com+e&i&ion ,or c%"&omer" &o "%((e"& a ne> name ,or &0e com+an!. T0i" i" 0o> &0e name LUS7 came &o i,e. I& i" 'e,ine' a" Fein( ,re"0@ (reen@ er'an&@ an' 'r%n8en >omen1G. LUS7 i" (oa! +re"en&@ %& "&i main&ain" &0e ,eein( o, a "ma %"ine"" a" &0e! e=+an' ! ine"&in( in +eo+e &0a& "0are &0eir i'ea". A" L%"0 i&"e, "a!"# F>0en >e e=+an' >e em+o! more +eo+e no& mac0ine")G. So@ &0e 0%man ,ac&or in &0i" com+an! i" 'eci"ie ,or i&" (ro>&0 in&erna! a" >e a" e=&erna!. T0e! 0ire an' 'o %"ine"" >i&0 +eo+e &0a& en(a(e in &0eir eie,". T0e! are er! "&ric& ao%& >0a& &0e! eiee in an' &0e! are "o "%cce"",% eca%"e L%"0 +ar&ner" i&"e, >i&0 +eo+e >i&0 &0e "ame +rinci+e". T0e com+an! 0a" cear i'ea" o, >0a& i& i" &0e! >an& &o ac0iee. I&" mi""ion "&a&emen& 3 i" "+eci,ie' in Appendix 1.
! Our "i#$or%& '2(!)*& +o,li,e- A.ailable a$/ 0$$1/&lu#0u#a&com* +Acce##ed !2 No.& 2(!)-& 2 4u#0 S56 '2(!)*& History of Lush& +o,li,e- A.ailable a$/ 0$$1/&lu#0#5&com +Acce##ed !2 No.& 2(!)-& 3 L%"0 U.S.A@ ;)214<. A Lush Life. Honine Aaiae a&# 0&&+#JJ>>>.%"0%"a.com HAcce""e' )5 Oc&. )214.
)
EXTERNA4 ANA4YSIS
A& &0i" +oin&@ i& i" e""en&ia &o carr! o%& an "&%'! o, &0e (enera c0arac&eri"&ic" o, &0e enironmen& a" >e a" &o "ee &0e (enera &ren'" o, &0e in'%"&r! an' &0e mar8e& LUS7 com+e&e" in. 6e >i 'o &0i" ! 'oin( a macroeconomic ana!"i" an' a a&er com+e&i&ie enironmen& ana!"i" ! %"in( Por&er" 5 ?orce" Mo'e.
1. Macroeconomic analysis : A. Beauty Industry
T0ere 0a" een a mean (ro>&0 o, 3@/)K in &0e a"& 12 !ear" in &0e Co"me&ic" In'%"&r! accor'in( &o &0e 'a&a +roi'e' ! S&a&i"&a4. T0ere i" a 'i"&inc&ion &0a& "0o%' e ma'e a& &0i" +oin&# ro>&0 i" no& een! 'i"&ri%&e' ! re(ion. On one 0an'@ Nor&0 America an' E%ro+e are con"i'ere' &o e in &0e ma&%re "&a(e >i&0 a a%e (ro>&0 o, 1@K an' 1@3K re"+ec&ie!. On &0e o&0er 0an'@ So%&0 America ;1)@2K<@ A,rica ;13@2K< an' A"ia Paci,ic ;*@2K< are &0e area" >i&0 &0e 0i(0e"& (ro>&0 ra&e"5. T0e a&&er i" &0e one >i&0 &0e 0i(0e"& a%e in )213 ;US1) iion<. So@ (ro>&0 i" concen&ra&in( on emer(in( co%n&rie". Moreoer@ a (ro>&0 increa"e i" e=+ec&e' in &0e ne=& ,or&! !ear" '%e &o a rai"e in +o+%a&ion in &0o"e area" accor'in( &o &0e ,oreca"& ! &0e UN in i&" )21) rei"ion*. A" Irina $araoa e=+aine' in 0er "e""ion in &0e InCo"me&ic" )214@ &0e co%n&rie" "0o>in( &0e 0i(0e"& a"o%&e (ro>&0 are $rai an' C0ina >i&0 more &0an 'o%e' o, &0a& o, &0e US ;3r' in ran8in(<. T0ere e=i"&" a o& o, ran' o!a&! ,or 0air an' "8in care +ro'%c&"@ >0ic0 im+ie" &0a&@ ,or o&0er co"me&ic +ro'%c&"@ +eo+e &en' &o %! "imiar +ro'%c&" %& a& o>er co"&.
B.
Organic Beauty Industry
) S&a&i"&a@ ;)214<. Honine Aaiae a&# 0&&+#JJ>>>."&a&i"&a.comJ HAcce""e' )/ Oc&. )214. 7 Barbalova, I. (2014). The multifaceted evolution of lobal beaut!. "uromonitor international# In# cosmetics 8 The 2012 $evision of the %orld &o'ulation &ros'ects, nited ations, *e'artment of "conomic and social affairs. (2014). +online Available at- htt'-esa.un.or/'' +Accessed ov. 2014. 7
Or(anic ea%&! +ro'%c&" are in increa"in( 'eman'. D%rin( &0e a"& !ear" &0ere 0a" een a "&ea'! (ro>&0 an'@ accor'in( &o a mar8e& re+or&@ +%i"0e' ! Tran"+arenc! Mar8e& Re"earc0 +%i"0e' in %ne )*&0 )213-@ &0e com+o%n' ann%a (ro>&0 ra&e ,or &0e +erio' )21))21/ i" e=+ec&e' &o e @*K. T0i" ma! e '%e &o &0e increa"in( concern ao%& &0e c0emica" >e %"e on o%r "8in in a 'ai! manner a" >e a" e&&er 'i"&ri%&ion c0anne". S%"&ainaii&! i" ecomin( a ma&&er o, maor im+or&ance &oo. 7o>eer@ i& i" "&i e=+ec&e' &o e a nic0e mar8e& in 'eeo+e' co%n&rie". Or(anic co"me&ic" in emer(in( co%n&rie" >i increa"e "ae" in &0e near ,%&%re an' are con"i'ere' &o 0ae mar8e& +o&en&ia. So@ a,&er ana!in( i&" &ren'@ >e can conc%'e ! "a!in( &0a& &0i" "ec&or i" in &0e (ro>&0 "&a(e.
2. Industry analysis
A" &0e co"me&ic" an' ea%&! in'%"&r! i" "o ar(e an' arie'@ >e 0ae narro>e' o%r "co+e o, "&%'! an' cen&re' o%r e,,or&" in &0e na&%ra an' or(anic co"me&ic" "ec&or o, &0e in'%"&r!. T0ere,ore@ o%r ana!"i" an' &0e 'a&a coec&e' i" "+eci,ic &o or(anic co"me&ic". 6e 0ae carrie' o%& Por&er" Com+e&i&ie ?orce" Mo'e in or'er &o e&&er %n'er"&an' &0e e=&erna enironmen& o, L%"0 Co"me&ic". In &0i" >a!@ >e can ana!"e &0e +o&en&ia o, &0i" "ec&or.
A. Customers
A" &0e na&%ra co"me&ic in'%"&r! i" er! "+eciaie'@ &ar(e& c%"&omer" are a nic0e o, &0e >0oe co"me&ic in'%"&r!. In &0i" >a!@ c%"&omer" 'o no& 0ae m%c0 +o>er a" &0e! are con"i'ere' or(anic oer". Mo"& +ro'%c&" aaiae in &0e mar8e& are no& or(anic "o na&%ra +ro'%c&" are 0i(0! 'i,,eren&ia&e' an'@ a" "%c0@ c%"&omer" are >iin( &o +a! a +remi%m +rice ,or &0em. $%!er"@ &0en@ are no& com+e&i&ie amon( &0em"ee" eca%"e no& eer!one can a,,or' &0e"e +ro'%c&". T0ere,ore@ com+anie" are no& concerne' ao%& &0i" +ar&ic%ar an' &0e! are no& in&ere"&e' in re'%cin( +rice". 7o>eer@ c%"&omer" 0ae a rea&ie! 0i(0 ar(ainin( +o>er &0an8" &o &0eir 8no>e'(e an' concern ao%& &0e "ec&or an' &0e 'i,,eren& aaiae com+anie". S%++ier" are no& &0rea&ene' ! &0i" +o>er a" %!er" 'o no& 0ae a o& o, o++or&%ni&ie" &o ">i&c0 &o ano&0er "imiar +ro'%c&.
B. Suppliers
9 Or(anic Per"ona Care Pro'%c&" Mar8e& ,or S8in Care@ 7air Care@ Ora Care an' Co"me&ic" oa In'%"&r! Ana!"i"@ Sie@ S0are@ ro>&0@ Tren'" an' ?oreca"&@ )21) )21/. ;)213<. Trans'arenc! aret $esearch@ ;*&0 %ne<.
8
T0ere are no& man! e"&ai"0e' com+anie" in &0i" in'%"&r!B "o@ &0e n%mer o, "%++ier" re:%ire' ,or &0i" in'%"&r! i" rea&ie! "ma. T0i" mean" &0a& &0ere are man! 'i,,eren& ,armer" &0a& can +roi'e &0e nece""ar! ra> ma&eria" &o &0o"e com+anie". So@ in &0e (enera mar8e& >e >o%' "a! &0a& "%++ier" 'o no& 0ae a o& o, +o>er. U"%a! i& i" im+o""ie ,or com+anie" &o +er,orm &0i" "erice ! &0em"ee"B "o@ &0e! &en' &o %! 'irec&! ,rom "%++ier" &o aoi' in&erme'iarie" an' inc%r in an %nnece""ar! co"&. De"+i&e &0i" mar8e& "i&%a&ion@ "%++ier" ,or LUS7 'o 0ae ar(ainin( +o>er '%e &o &0e &0oro%(0 "+eci,ica&ion" o, &0e com+an! >0en con&rac&in( >i&0 &0ir' +ar&ie". So@ LUS7 oo8" ,or er! "+eci,ic "%++ier" a oer &0e >or' &0a& 0a" &o e >i&0in a ra'i%" o, i&" ,ac&orie". Some o, &0e"e "%++ier" are ,o%n' in er! rare +ace" >i&0 er! rare +ro'%c&". In &0i" >a!@ i, an! o, &0em 'eci'e &o c0an(e +rice" or ar(ain cer&ain &0in("@ &0e"e 'eci"ion" im+ac& &0e com+an! a o&. T0%"@ in &0i" ca"e@ "%++ier" are +rice "en"i&ie an' 'o 0ae 0i(0 ar(ainin( +o>er.
C. Current competitors
T0e co"me&ic in'%"&r! i" a er! concen&ra&e' com+e&i&ie mar8e&. 7o>eer@ &0e na&%ra co"me&ic in'%"&r! 'oe" no& 0ae a" m%c0 com+e&i&ion. Some ea%&! co"me&ic" com+an! inc%'e# o0n"on 9 o0n"on@ T0e $o'! S0o+@ $a&0 an' $o'! >or8"@ $oo&"@ $a"i an' Ee(an& Ro"e $o%&i:%e/. T0e ,irm" eon(in( &o &0e or(anic "ec&or are er! 'ier"e in &erm" o, &ar(e& c%"&omer an' &ar(e& mar8e&. So@ &0ere i" a 0i(0 +ro'%c& 'i,,eren&ia&ion an' a" "%c0@ &0ere i" o> com+e&i&ion +rice >i"e. T0e $o'! S0o+ i" con"i'ere' &0e mo"& 'irec& com+e&i&or o, LUS7. T0e na&%ra "ec&or i" no> ecomin( &0e 'rier ,or (ro>&0 in ma&%re mar8e&" a" i& i" 0i(0! com+e&i&ie %& no& man! com+anie" eon( &o i&.
D. Barriers of entry
In &0e na&%ra co"me&ic "ec&or@ &0ere are e"" arrier" o, en&r! '%e &o a +o""ie re&aia&ion ! e=i"&in( com+anie" i8e LUS7 an' T0e $o'! S0o+. T0i" i" '%e &o &0e ,ac& &0a& &0e acce"" &o 'i"&ri%&ion c0anne" i" aaiae.
: E$#%6 '2(!)*& ElegantRoseBoutique& +o,li,e- A.ailable a$/ 0$$1#/&e$#%&come##0o1Ele5a,$Ro#e;ou$ior'.ne&. Aaiae a&# 0&&+#JJ>>>.mar8e&re"earc0>or'.ne&Jcon&en&Jie>J34/J--J HAcce""e' 12 No. )214.
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On &0e o&0er 0an'@ i& i" a er! 'e,ine' "e(men& >0ere com+anie" are :%i&e i( an' 0ae e"&ai"0e' rea&ion"0i+ >i&0 c0ari&ie" an' an&icr%e&! or(ania&ion". T0i" (ie" &0em "ome com+e&i&ie a'an&a(e oer ne>comer" a" c%"&omer" o, &0i" mar8e& are er! a>are an' ,oc%" on &0e"e i""%e". Moreoer@ &0ere i" a &en'enc! &o>ar'" na&%ra@ or(anic an' e(an +ro'%c&" '%e &o an increa"in( 0ea&0 concern. In &0i" >a!@ c%"&omer" &en' &o crea&e a "&ron( rea&ion"0i+ >i&0 +ro'%c&" an' e &r%e &o &0em. Moreoer@ in or'er &o en&er in &0i" mar8e& i& i" re:%ire' &0a& com+anie" 0ae a 0%(e ca+i&a ine"&men& '%e &o &0e "ie o, com+anie" area'! o+era&in( in i&. T0i" i" a"o in,%ence' ! &0e 0e+ &ime 0a" (ien &0em &o e"&ai"0 &0em"ee" in &0e mar8e&.
. Su!stitutes
T0ere are 'i,,eren& +o""ie "%"&i&%&e". One can e co"me&ic" &0a& are no& For(anicG or Fna&%raG a" &0e! are in'irec&! com+e&in( >i&0 LUS7 a" &0e! eon( &o a 'i,,eren& "ec&or. A"o c%"&omer" can ,in' in &0i" "ec&or com+anie" >i&0 c0ea+er +ro'%c&" >0ic0 ma! no& &a8e in&o acco%n& anima ri(0&" an' eco,rien'ine"". T0ere are a"o "ome +ro'%c&" &0a& are more common an' e"" innoa&ie &0a& are ea"ier&o%"e i8e &0o"e o,,ere' ! ,amo%" ma8e%+ ran'". A''i&iona!@ &0ere are "ome "ma man%,ac&%rer" &0a& "e +ro'%c&" &0ro%(0 &0e In&erne& &0a& are F122K na&%raGB +er con&ra@ +eo+e &en' no& &o &r%"& &0em a" nei&0er &0eir co"&" nor +ro'%c&" are norma! cer&i,ie'. 6e eiee &0a& &0i" a"& (ro%+ 'oe" no& en&ai a ri"8 &o LUS7@ a& ea"&@ in &0e "0or&&erm. None&0ee""@ &0ere are "ome com+e&i&or" &0a& o,,er 0omema'e +ro'%c&" &oo. An e=am+e o, &0i" >o%' e a "ma com+an! name' $a"in12. 7o>eer@ no& man! ran'" 0ae "%c0 a "&ron( a""ocia&ion i8e LUS7 0a" >i&0 i&" o>n +ro'%c& 'e"i(n an' or(anic con&en&". T0i" 0a" ma'e i&" c%"&omer" o!a &o LUS7 ran' >i&0 e"" +ro+en"i&! &o "%"&i&%&e an' ">i&c0 &o ano&0er ran'.
!( M%"e@ T. ;)22-<. Basin- A 3hea' Alternative to Lush. Honine M%"in(" o, a M%"e. Aaiae a&# 0&&+#JJ>>>.m%"in("o,am%"e.comJ)22-J2Ja"inc0ea+a&erna&ie&o%"0.0&m HAcce""e' 12 No. )214.
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INTERNA4 ANA4YSIS 1. Current trends of t"e company
T0ere i" no 0ar' ann%a 'a&a aaiae &o &0e +%ic ao%& &0e ac&%a (ro>&0 ra&e o, LUS7 com+an!. 7o>eer@ &0ere are cer&ain ar&ice" &0a& &a8 ao%& 'o%e ,i(%re' (ro>&0 "ae" ,or "ome +erio'". I& >a" anno%nce' ! LUS7 &0a& F"ae" ,or C0ri"&ma" )213 >ere %+ ! 13@4K ;...< >i&0 i8e,ori8e (ro>&0 o, 1)@)K ;...< an' ann%a (ro>&0 ! %ne 32&0 )213 11@3K %+ on &0e +reio%" !ear 11G. I& i" a"o er! reean& &o men&ion &0a& &0e! are o+enin( ne> "&ore" eer! !ear in man! 'i,,eren& co%n&rie". T0e 0a" een a (ro>&0 o, )5@3-K o, "&ore" e&>een )212 an' )213 an' &0e! >ere +re"en& in 51 co%n&rie" ! )2131). T0ere 0a" een an increa"e o, )*@-K in &0e n%mer o, em+o!ee" e&>een )212)21313@ an' @*K e&>een )212)211 'e"+i&e &0e ,ac& &0a& &0ere >a" a 'ecrea"e in &0e mar8e& &0a& !ear '%e &o a+an an' &0e 'ea"&a&in( na&%ra ,orce" &0a& 'e"&ro!e' +ar& o, &0e co%n&r!. Moreoer@ een &0o%(0 LUS7 eiee" in "0or& &erm +ro'%c& i,e c!ce" ;&0e! en,orce &0i" o%&come in or'er &o main&ain innoa&ion an' on "ea"on +ro'%c&"<@ &0e com+an! 0a' a 3@K o, i8e&oi8e (ro>&0 accor'in( &o aei(0 6a&&er"on" ar&ice ;12 A+ri )21)<. So@ a,&er &0i" ana!"i"@ >e eiee &0e com+an! LUS7 i" c%rren&! in &0e (ro>&0 "&a(e.
2. #esources and capa!ilities
LUS7 0a" &o eera(e i&" &an(ie an' in&an(ie re"o%rce" an' i&" ca+aii&ie" &o im+emen& a "&ra&e(! &o com+e&e in &0e na&%ra co"me&ic in'%"&r! >0ic0 are e=+aine' eo> an' "%mmarie' in Appendix 2.
T0e main &an(ie re"o%rce" LUS7 0a" are i&" 'i,,eren&ia&e' +ro'%c&". In &%rn &0i" inoe" o&0er &an(ie re"o%rce" "%c0 a" &0e in(re'ien&" &0e! %"e@ in o&0er >or'" &0e !! Ri(!@ C. ;)214<. M%&ic0ane 0e+" ,%e (ro>&0 a& D%nem an' L%"0. Honine ;an%ar! -&0<. Aaiae a&# 0&&+#JJin&erne&re&aiin(.ne& HAcce""e' / No. )214.
!2 L%"0 Co"me&ic" L%"0. ;)213<. 1"& e'. H+rei Aaiae a&# 0&&+#JJ>>>.%"0.com HAcce""e' 1"& No. )214.
!3 6a&&er"on@ . ;)21)<. Enco%ra(in(G !ear ,or co"me&ic" re&aier L%"0. outh %est e/s. Honine Aaiae a&# 0&&+#JJ>>>.in"i'erme'ia.com HAcce""e' ) No. )214.
=
com+an!" "%++ier". Ano&0er cr%cia &an(ie "o%rce i" &0eir er&ica! in&e(ra&e' c0ain@ "+eci,ica! +ro'%c&ion aora&orie" an' &0e 0an'ma'e man%,ac&%rin( +roce""e"@ an' re"earc0B an' i&" "&ore"@ >0ic0 are :%in&e""en&ia ,or &0e +%rc0a"in( e=+erience. In &erm" o, in&an(ie re"o%rce" LUS7 0a' a reean& 8no>e'(e o, &0e "ec&or@ a" i&" ,o%n'er" >ere ,ir"& c%"&omer"@ an' &0en &%rne' in&o "%++ier"@ an' ,ina! re&aier" o, &0eir o>n +ro'%c&". T0e (rea&ne"" o, i&" +ro'%c&" a"o 0e+e' &0em &o 'eeo+ &0eir incre'ie c%"&omer o!a&!@ >0ic0 i" one o, &0e com+an!" main in&an(ie re"o%rce". T0i" a"o 0e+e' &o %i' %+ &0e LUS7 ran'@ an in&an(ie a""e& &0a& 0e+" c%"&omer &o reco(nie &0e com+an! an' >0a& i& "&an'" ,or. In &erm" o, 0%man re"o%rce" &0e "ae" ,orce an' &0e innoa&ion &eam are o&0 core ,or &0e com+an!@ a" LUS7 i" 8no>n ,or &0e con&in%o%" a''i&ion o, ne> +ro'%c&" or "ea"ona ine"@ an' ao%& &0e +%rc0a"e e=+erience'.
T0e er&ica! in&e(ra&e' c0ain ao>" &0em &o 'eeo+ e&&er re"earc0 an' innoa&ion ca+aii&ie" a" &0e! 0ae (rea&er con&ro oer &0eir +ro'%c&" an' &0e man%,ac&%rin( +roce"" an' 8no> >0a& i" >ron( an' >0a& co%' e im+roe'. T0i" +aire' >i&0 &0e (oa reac0 an' n%mer o, "&ore" o+ene' a"o 0e+" &o oo"& &0e com+an!" e,,icienc! in o%me a& man%,ac&%rin( ca+aii&!@ a" i& i" i&" o>n "%++ier. A" >e@ &0i" er&ica in&e(ra&ion 0e+" &0e com+an! &o (e& 'irec& ,ee'ac8 ,rom "&ore" ao%& +ro'%c&"@ >0a& c%"&omer i8e" an' 'i"i8e" an' &ren'" an' 0ence 0e+ &0em &o 'eeo+ i&" 'e"i(n ca+aii&!. I& i" a"o remar8ae &0e e=ceen& c%"&omer "erice +roi'e' ! &0e "ae" ,orce an' >or8er" o, &0e com+an! a" men&ione' e,ore@ a" &0e! een im+emen&e' an onine c0anne >0ere c%"&omer" can c0a& >i&0 an em+o!ee ao%& an!&0in( rea&e' &o &0e ran'
In or'er &o com+e&e in &0i" in'%"&r! a com+an! nee'" &o o,,er na&%ra@ 0an'ma'e +ro'%c&" &0a& >or8@ e &ran"+aren& >i&0 c%"&omer" in rea&ion &o i&" "%++ier"@ +roi'e +ro'%c&" ,or o&0 >omen an' men an' 0ain( a +ro+er "ae" ,orce. A" i& >a" men&ione' e,ore LUS7 com+ie" >i&0 eer! o, &0e"e re:%iremen& an' een e=cee'" &0em. LUS7 co"me&ic" no& on! o,,er" >0a& >a" +reio%"! men&ione' &o i&" c%"&omer"@ %& a"o &0e! a'' &o i&" %"ine"" o,,erin( i&" e&0ica +ara'i(m@ a" &0e! no& on! >an& i&" c%"&omer" &o %"e "a,e +ro'%c&"@ %& a"o &0e! >an& &0eir +ro'%c&" &o e ma'e an' con"%me' e&0ica!@ no& ein( +re&e"&e' ! anima" an' ! no& ein( +ac8a(e' in +a"&ic can" ;or i, "o i" nece""ar! ma8e !o% re&%rn &0em ac8 &o LUS7 "&ore" "o &0e! can re%&iie' &0em<. 7ence &0e! are no& on! "ein( &0e +ro'%c&" %& &0e! are a"o "ein( a conce+&@ a >a! o, i,e. T0e! >an& +eo+e >0o ie ,or e(an an' or(anic +ro'%c&". T0a& mean" &0e! 0ae a er! "+eci,ic@ o!a ,an a"e o, F,ana&ic"G a+ar& ,rom !(
norma c%"&omer" >0o %! re(%ar! %& eca%"e &0e! i8e &0a& i& i" na&%ra an' 0an'ma'e no& &0a& i& i" a >a! o, i,e.
7ence i& co%' e conc%'e' &0a& in &erm" o, a++ro+ria&ion o, +ro,i&" LUS7 0o'" a "&ron( +o"i&ion@ a" &0e com+an! i" i&" o>n man%,ac&%rer an' re&aier@ 0ence &0e com+an! con&ro &0e "%++ier mar(in" an' "e& &0e re&ai +rice" accor'in(!. A" +reio%"! "&a&e'@ &0e +rice i" 0i(0er &0an in o&0er co"me&ic" "&ore" %& e:%a or o>er in rea&ion &o o&0er or(anic co"me&ic" %"ine""e". A" i& >a" "0o>n in &0e Por&er 5 ,orce" ana!"i"@ &0e con"%mer" 'o 0ae 8no>e'(e ao%& &0e in'%"&r! an' 0ence re:%ire 0i(0 :%ai&! +ro'%c&"@ %& a+ar& ,rom &0a& &0e con"%mer 0a" no +o>er &o a&er &0e +rice". In'ee' &0a& +o>er i" "o o>@ &0a& &0e com+an! 'oe" no& een o,,er 'i"co%n&" in "ae" +erio'. T0%" i& co%' e "ai' &0a& &0e com+an! i" ac&%a! &0e one &0a& a++ro+ria&e" o, &0e +ro,i&" '%e &o &0e o> ne(o&ia&ion +o>er o, c%"&omer an' i&" er&ica! in&e(ra&e' +ro'%c&ion c0ain.
COMPETITIVE STRATEGIES A com+an! can ei&0er ,oo> one o, &0e ,oo>in( "&ra&e(ie"# co"& or 'i,,eren&ia&ion "&ra&e(!. 6i&0 &0e ,ormer@ >0a& &0e com+an! >an&" &o ac0iee i" &0e (rea&e"& +o""ie +ro,i& mar(in ,or &0e com+an! ! 'ecrea"in( &0e co"& o, +ro'%cin( &0e (oo'. On &0e o&0er 0an'@ >i&0 &0e a&&er@ &0e com+an! >an&" &o ma8e a +ro'%c& &0a& i" con"i'ere' %ni:%e ! c%"&omer" an' "o &0e! >o%' e >iin( &o +a! a +remi%m +rice ,or i&. LUS7 co"me&ic" cear! ,oo> a 'i,,eren&ia&ion "&ra&e(! a" mo"& o, &0e com+anie" in &0e "ec&or 'o@ a" :%ai&! or &0e a++earance o, 0i(0 :%ai&! i" :%in&e""en&ia &o com+e&e in &0e in'%"&r!. A" +reio%"! men&ione' LUS7 com+ie' >i&0 eer! m%"&0ae &0e mar8e& re:%ire' &o com+e&e in &0e mar8e& an' e=cee'" "%c0 com+iance". T0e com+an! o,,er" i&" c%"&omer" ;o&0 (en'er"< a %ni:%e +ro'%c& >i&0 "&ri8in( 'e"i(n an' ee(an& +ac8in( +aire' >i&0 an e=ceen& c%"&omer "erice a& a +remi%m +rice in "&ore" oca&e' in +rime area". T0e com+an! a"o eno!" a'an&a(e rea&ie &o &0eir com+e&i&or" in &erm" o, +ro'%cin( a" i& +ro'%ce" i&" o>n +ro'%c&" an' 0a' >or8e' a" a "%++ier o, one o, &0e ,ierce"& com+e&i&or"@ T0e $o'! S0o+@ e,ore "e&&in( %+ &0e c%rren& re&ai %"ine""14. T0e mo"& reean& a"+ec& o, &0eir 'i,,eren&ia&ion "&ra&e(! i" &0e %ni:%ene"" o, i&" +ro'%c&"@ a" eac0 o, &0em i" 122K 0an'ma'e@ an %n%"%a +rac&ice in &0e co"me&ic !) 4u#0u#a&com6 '2(!)*& Our History & +o,li,e- A.ailable a$/ 0$$1/&lu#0u#a&comOur>"i#$or%abou$>0i#$or%6e,?US615&0$ml +Acce##ed !( No.& 2(!)-& !!
in'%"&r!@ een in &0e na&%ra "ec&or@ an' -2K 0a' no +re"era&ie"15@ >0ic0 a"o 'i,,eren&ia&e" i&" o,,er ,rom &0e nonna&%ra co"me&ic "ec&or. In'ee' in &0eir +ro'%c&" &0e! a'' a "&ic8er &o eer! +ro'%c& >i&0 a +ic&%re o, &0e +ro'%cer@ i&" name an' i&" e=+ir! 'a&e@ &o remin' c%"&omer" 0o> co"e &0e com+an! i" &o &0em@ 0o> ,re"0 are i&" +ro'%c&" an' 0o> &ran"+aren& i& i" in i&" +ro'%c&ion +roce"". T0e! a"o 0ae +ro'%c&" &0a& are no& %"%a! o,,ere' in &0e in'%"&r! "%c0 a" "oi' "0am+oo"@ 'eo'oran&"@ con'i&ioner" an' "%n cream" an' o'! %&&er" an' "0o>er cream"@ an' 0ae "ea"ona imi&e' ine" o, +ro'%c&"@ one ,or "+rin(@ ,or Vaen&ine" Da!@ ,or C0ri"&ma"@ ,or "%mmer@ e&c. T0e 'e"i(n o, &0e +ac8in( a"o +a!" a reean& roe. Some +ro'%c&" are "o' na8e' ;no +ac8a(e'<@ "%c0 a" &0e "oi' ine@ a" &0e! eiee +ac8a(in( i" no& nee'e' an' &0e! >o%' i8e &o e con"i"&en& >i&0 &0eir enironmen&a an' e&0ica %"ine"" +ara'i(m. 7o>eer o&0er +ro'%c&" re:%ire +ac8a(in(. T0e 'e"i(n o, "%c0 +ac8" i" in"+ire' on ee(an& MAC" +ro'%c&"@ a c%& co"me&ic" ran' on! 'e'ica&e' &o ma8e%+@ &o remin' &0e c%"&omer &0a& &0e ran' i" no& on! (oo' ,or !o% %& i& i" a"o &ren'! an' ee(an&. A"o &0e! >an& &o e a" con"i"&en& a" +o""ie "o &0e! enco%ra(e &0eir c%"&omer &o (ie &0em ac8 &0eir %"e' +ac8"@ ,or a ,ree ,ace ma"8 1*@ "o &0e com+an! co%' cean &0em +ro+er! an' re%"e &0em a(ain. T0e com+an! a"o &raine' i&" em+o!ee" "o &0a& &0e! co%' e&&er 0e+ c%"&omer"@ no& on! ! enco%ra(e &0em &o o,,er cien&" &0e +ro'%c&" &0e! oo8 ,or %& a"o ! &eac0in( &0em >0a& i" (oo' ,or &0em@ >0a& &0e! nee' re(ar'in( &0eir "8in &!+e@ &0eir 0air@ e&c. T0e! a"o e& !o% &r! an! +ro'%c& in &0e "&ore an' &0e! een arran(e' ,ree >or8"0o+" &o &eac0 c%"&omer &o %i' &0eir o>n +ro'%c&". So i& co%' e "ai' &0a& LUS7 'oe" no& on! o,,er na&%ra co"me&ic" +ro'%c&" %& a e=+erience &o i&" c%"&omer"@ a" %!in( a "oa+ in LUS7 i" no& &0e "ame a" %!in( a "oa+ in a com+e&i&or" "&ore. T0e "&ore i" "+eci,ica! 'e"i(ne' &o ma8e !o% ,ee com,or&aeB i& i" ma'e o, >oo'@ +ro'%c&" are 'i"+a!e' in a "&ra&e(ic >a! an' &0e "ae" +eo+e >o%' a++roac0 !o% &o 0e+ !o% an' e& !o% &r! !o%r "oa+ e,ore %!in( i& an' (ie !o% a "am+e ,or ,ree o, an! +ro'%c& !o% >o%' i8e. T0a& i" &0e ra&ionae e0in' &0eir +remi%m +rice". T0e +rice "e& i" e"" &0an &0e +ro'%c&" o, com+anie" "%c0 a" &0e $o'! S0o+@ %& more &0an &0e o,,erin(" o, oca com+e&i&or" an' "%+ermar8e&" a" &0e! are or(anic an' "&an' ,or "ome&0in( e"e &0an a na&%ra +ro'%c&# &0e! are LUS7 +ro'%c&"B +ro'%c&" &0a& are no& &e"&e' on anima" an' a&&em+& &o e a" enironmen&a! ,rien'! a" &0e! co%' e. T0e! are +ro'%c&" &0a& !o% eno! %"in( an' %!in(. Re(ar'in( &0e mar8e&in( e,,or&" o, &0e com+an!@ LUS7 'oe" no& ine"& a o& on mar8e&in( a" on! 15K o, &0eir ann%a +ro,i& i" 'eo&e' &o mar8e&in(@ >0ic0 a o> !7 Icmrin'ia.or(@ ;)214<. Innovative aretin trateies of Lush 5resh 6andmade 3osmetics 7 aretin 3ase tud!73ase tudies. Honine Aaiae a&# 0&&+#JJ>>>.icmrin'ia.or(Jca"e"&%'ie"Jca&ao(%eJMar8e&in(JInnoa&ieK)2Mar8e&in(K)2S&ra&e(ie" L%"0K)2?re"0K)27an'ma'eK)2Co"me&ic"Ca"eK)2S&%'ie".0&m HAcce""e' - No. )214.
!8 L%"0.e"@ ;)214<. ascarillas 5rescas. Honine Aaiae a&# 0&&+"#JJ>>>.%"0.e"J"0o+J+ro'%c&Jca&e(or!J+a&0J154)13Jma"caria",re"ca" HAcce""e' No. )214.
!2
+ercen&a(e in com+ari"on >i&0 &0e in'%"&r!1-. T0i" i" eca%"e &0e! re! 122K on >or' o,mo%&0@ a" &0eir c%"&omer" are %"%a! +re&&! en&0%"ia"&ic ao%& &0e ran'@ &0e! een crea&e o(" an' Yo%T%e c0anne"1/@ an' &0eir "&ore oca&ion >o%' e& &0em reac0 &0eir &ar(e& "e(men&. I& i" remar8ae &0a& &0e! a"o 0ae a "&ron( con&ro oer &0e +ro'%c&ion c0ain@ a" &0e! +ro'%ce eer! i&em &0e! "e@ >0ic0 a""%re" &0e :%ai&! o, i&" o,,erin(. A"o &0i" er&ica in&e(ra&ion e&" &0em innoa&e an' o,,er &0eir c%"&omer "ea"ona ine" an' &0e a&e"& &ren'" a& &0e 0i(0e"& "+ee'. In Appendix $ &0o"e "&ren(&0" &0a& ma8e" LUS7 a 'i,,eren&ia&e' ,irm >i&0in &0e co"me&ic" mar8e& are "%mmarie'.
CORPORATE STRATEGIES
6e >o%' i8e &o ana!e &0e 'i,,eren& cor+ora&e "&ra&e(ie" &0a& LUS7 'oe". T0e! a are rea&e' &o &0e &o &0e 'i,,eren&ia&ion "&ra&e(! &0i" com+an! i" im+emen&in(. A" +reio%"! men&ione'@ i& i" rea&e' &o &0e ,ac& &0a& &0e! o,,er 0an'ma'e na&%ra an' or(anic +ro'%c&". So@ &0i" "o%rce o, 'i,,eren&ia&ion i" (ien ! &0e in(re'ien&" &0e com+an! %"e" an' i&" +ro'%c&ion +roce"". In or'er &o en0ance &0e ima(e o, &0e com+an! &o &0ir' +ar&ie" a(ain"& anima &e"&in(@ &0e! carrie' o%& "ome cam+ai(n" an' +ro&e"&". T0i" "&ra&e(! i" a"o %"e' &o +romo&e i&" 122K e(an@ na&%ra an' or(anic +ro'%c&".
!9 4u#0 Mar@e$i,5 Pla,& '2(!)*& +o,li,e- 11&3>!)& A.ailable a$/ 0$$1/e,,%@u&eebl%&comu1load#!7))!7))3(72lu#0?mar@e$i,5?1la,?B,al& 1d +Acce##ed !( No.& 2(!)-& !: L%"0ie".'ream>i'&0.or(@ ;)212<. lushies 7 $ecent "ntries. Honine Aaiae a&# 0&&+#JJ%"0ie".'ream>i'&0.or(J HAcce""e' 15 No. )214.
!3
1. %ertical integration
T0i" com+an! 0a" in&e(ra&e' er&ica!B mo"& "+eci,ica!@ ,or>ar'. T0e "&or! o, &0i" com+an! 0a" i&" ori(in" man! !ear" a(o >0en i& >a" &0e "%++ier o, &0e com+an! T0e $o'! S0o+. D%rin( &0e 1-2"@ &0e! ma'e &0e na&%ra +ro'%c&". T0e com+an! &0en reaie' &0a& i& 0a' an o++or&%ni&! an' crea&e' a mai or'er com+an!. I& &0en >en& on &o crea&e LUS7 an' 'eci'e' &o carr! on ma8in( &0e +ro'%c&" &0em"ee" a" &0e! 0a' e,ore@ %& no> &0e! >ere (oin( &o "e &0em in &0eir o>n re&ai "&ore. T0e! >ere no> inoe' in +ro'%c&ion@ mar8e&in(@ ,inance@ re"earc0 an' 'eeo+men&@ 'i"&ri%&ion@ c%"&omer care an' "ein(. T0i" com+an! i" a "in(e in&e(ra&e' com+an!. T0e "co+e o, in&e(ra&ion i" er&ica a" >e a" ein( >i'e! "co+e' in &erm" o, +ro'%c&". T0e n%mer o, +ro'%c&" &0i" com+an! 0a" i" i(@ %& a"o &0e 'i,,eren& +ro'%c&" i& 0a" i" i(. I&" +ro'%c& ca&ao(%e inc%'e" a arie&! o, +ro'%c&" "%c0 a"# a&0 om"@ %e ar"@ (e"@ "0am+oo"@ ma8e %+@ '!ein( +ro'%c&" an' "oa+ ar". T0e com+an! 0a" &rie' &o o&ain a rea! >i'e "co+e o, +ro'%c&". LUS7 i" +re"en& in man! co%n&rie" aro%n' &0e >or' an'@ a" i& i" an in&e(ra&e' com+an!@ eac0 +ro'%c&@ %ni& an' co%n&r! i& o+era&e" in i" no& in'e+en'en& %& in8e' &o one ano&0er. 6i&0 &0i" in&e(ra&ion@ &0ere are "ome ene,i&" &0a& LUS7 accom+i"0e"#
1. LUS7 aoi'" cer&ain &ran"ac&ion co"&" a" i& 'oe" no& 'e+en' on o&0er com+anie" &o +roi'e "ome&0in( ,or i&. Moreoer@ i& 'oe" no& 0ae &o 'ea >i&0 &0e imi&e' in,orma&ion &0e! (ie &0em or &0a& i" aaiae. ). Coor'ina&ion amon( &0e +roce""e" i" i((er eca%"e &0e! 0ae eer!&0in( %n'er &0eir con&ro an' can ,i= a +roem >0en i& a++ear". 3. T0e :%ai&! o, &0e +ro'%c&" i" a""%re' an' cer&i,ie' ! &0e com+an!. T0i" in&e(ra&ion increa"e" &0e +erce+&ion o, :%ai&! (ien &0ro%(0 'i,,eren&ia&ion.
T0e rea"on >0! &0e! c0o"e &o in&e(ra&e ,or>ar' >a" &0e con&ro o, "ein(. T0e! 'i' no& >an& o&0er com+anie" &o +re"en& &0eir +ro'%c&" a" "ome&0in( &0e! >ere no&. 6e 0ae &o &a8e in&o acco%n& &0a& &0i" com+an! i" er! concerne' >i&0 &ran"mi&&in( na&%ra a%e". T0e! crea&e' &0e "&ore" "o &0e! co%' "0o> &0e >or' &0a& i& >a" +o""ie &o crea&e &0e"e 8in'" o, +ro'%c&" >i&0 "&ron( eie," an' ie ! &0em in eer! a"+ec& o, &0e or(ania&ion.
!)
2. Di&ersification
An"o,, 'e,ine" 'ier"i,ica&ion a" a "&ra&e(! &0a& con"i"&" on mar8e& ne> +ro'%c&" in&o ne> (eo(ra+0ica mar8e&" or &o ne> c%"&omer "e(men&"1.
LUS7 'ier"i,ie' in&o ne> +ro'%c&" in"i'e &0e mar8e& ,or na&%ra +ro'%c&". T0e! 'o no& 0ae an! o&0er com+an! or ran' a""ocia&e' &o &0em@ (iin( "&ren(&0 &o i&" ran' &0ro%(0 a i&" +ro'%c&". T0ere,ore@ >e 0ae e"&ai"0e' &0a& &0e 8in' o, 'ier"i,ica&ion i& 0a" i" in &0e +ro'%c&" i& o,,er". A" a o, &0em are rea&e' in&o &0e "ame "ec&or@ &0e com+an! &ran",er" 8no>0o>@ innoa&ion an' o&0er cer&ain ca+aii&ie". In &0i" >a! >e can "a! &0a& LUS7 >an&" &o ac0iee economie" o, "co+e &0ro%(0 rea&e' 'ier"i,ica&ion. T0e! "&ar&e' ! o,,erin( "oa+" an' ar" an' &0e! no> 0ae a er! >i'e@ 'ier"i,ie' +ro'%c& ran(e. T0e! "0are &0e o+era&ion" in &0e +ro'%c&ion o, "ome +ro'%c&" %&@ a" &0e! c0an(e &0e 8in' o, +ro'%c& &0e! 0ae +ro'%ce' ;i8e ,rom "oa+" &o ma8e %+<@ &0ere 0ae een c0an(e". T0e rea"on ,or &0e 'ier"i,ica&ion o, +ro'%c&" 0a" &o 'o >i&0 &0e ,ac& &0a& &0e com+an! "&ar&e' (e&&in( more 'eman'. LUS7 "a> &0a& i& 0a' a i( an' arie' c%"&omer a"e >i&0 0i(0 +o&en&iaB "o@ i& 0a' an o++or&%ni&! &o e=+an' i&" +ro'%c& ran(e" an' "&ar& in&ro'%cin( i&"e, in ne> "cenario". 60en &0e! 'eci'e' &o &r! o%& a ma8e%+ ineB +eo+e >ere a i& >ar! ao%& &0i" eca%"e o, &0e i( c0an(e in +ro'%c&. Ma8e%+ im+ie" &0a& cer&ain c0emica +roce""e" 0ae &o e +er,orme' &o crea&e a ma8e%+ +ro'%c& >0ic0 mean" &0an ! 'oin( "o &0e! co%' no& cer&i,! i&" or(anic or na&%ra "&a&%")2. T0ere >ere a"o "ome +ac8a(in( i""%e" o, &0e co"me&ic +ro'%c&" a" no> +ro'%c&" co%' no& e Fna8e'G i8e &0e "oa+ ar" an' &0eir o&0er o,,erin(")1.
De"+i&e &0i"@ LUS7 i" no& a er! >e 'ier"i,ie' com+an! in &erm" o, +ro'%c&" a" i& on! ,oc%" in co"me&ic" ;ea%&! care an' ma8e %+<@ 0o>eer i& 'i' 'ier"i,ie' i&" +ro'%c& o,,erin( once in a >i'er ran(e. A" i& i" :%in&e""en&ia &o o,,er +ro'%c&" ,or o&0 (en'er" in &0e co"me&ic" in'%"&r!@ LUS7 'eeo+e' a man" ine &o a&&rac& &0i" ne> mar8e& "e(men&. T0i" ine con&ain" +ro'%c&" LUS7 'i' neer +ro'%ce e,ore a" "0ain( != Yo%rar&iceirar!.com@ ;)214<. Business trateies- Internal 8ro/th and "9ternal 8ro/th trateies. Honine Aaiae a&# 0&&+#JJ>>>.!o%rar&iceirar!.comJ%"ine""J%"ine"""&ra&e(ie" in&erna(ro>&0an'e=&erna(ro>&0"&ra&e(ie"J-51/J HAcce""e' 1 Dec. )214.
2( C0%a@ . ;)214<. L6 Launches :ean#5riendl! ;"motional Brilliance< aeu' Line. Honine Eco%&erre.com. Aaiae a&# 0&&+#JJ>>>.eco%&erre.comJ%"0a%nc0e"e(an,rien'!emo&iona riiancema8e%+ineJ HAcce""e' )1 No. )214.
2! M%"e@ T. ;)21)<. Lush "motional Brilliance. Honine M%"in(" o, a M%"e. Aaiae a&# 0&&+#JJ>>>.m%"in("o,am%"e.comJ)21)J2*J%"0emo&ionariiance.0&m HAcce""e' )* No. )214.
!7
cream)) .T0i" ine 0a" een ,%r&0er 'eeo+e' an' no> "0are" a reean& amo%n& o, +ro'%c&" >i&0 &0e ,emae ine.
T0i" "&ra&e(! +roi'e" &0e com+an! >i&0 re"iience a(ain"& o> "ae" ,rom o&0er "e(men&"@ a" i& 'ier"i,ie" &0e reen%e a"e o, &0e com+an!. Neer&0ee"" &0e "0are o, men" ine i" :%i&e o> com+are' >i&0 &0e ,emae ine.
$. Internationali'ation
LUS7 i" c%rren&! +re"en& in oer 52 'i,,eren& co%n&rie" >i&0 more &0an 22 "&ore" >or'>i'e)3 in +ace" i8e US@ Tai>an@ Ne> Qeaan' an' Nor>a!. I& eiee" in i&" in&erna&iona (ro>&0 +o&en&ia an' e=+ec&" &o ,%r&0er increa"e i&" (oa +re"ence. ?or e=am+e@ LUS7 i" ,ini"0in( a ,ac&or! in $rai &o e=+an' i&" %"ine"" in So%&0 America.
60en e=+an'in(@ LUS7 >an&" &o crea&e a on(&erm +ar&ner"0i+ >i&0 &0e "eec&e' +eo+e ,or &0a& ,ir"& "&ore in a c0o"en re(ion. A" &0e! 'e"ire a "%cce"",% %"ine""@ &0e! (ie &0a& ,ir"& +ar&ner e=c%"ii&! o, LUS7 +ro'%c&" in &0e co%n&r!. So@ in LUS7S o>n >or'"# ;this hel's our business 'artners to be confident that the! can invest in the business /ithout the fear of com'etition from another L6 store o'enin nearb! 24<. In &0i" >a!@ >0en &0e! >an& &o increa"e &0eir +re"ence in one co%n&r! &0e! a"8e' +ermi""ion &o &0o"e +ar&ner" &o e"&ai"0 ,ranc0i"e" in &0o"e co%n&rie". T0i" crea&e" an im+or&an& rea&ion"0i+ e&>een LUS7 an' i&" "&ore" a" &0e! oin&! 'eci'e 0o> &o reac0 a "+eci,ic area "ince &0e! o&0 oin&! "0are &0e mana(emen& an' +ro,i&" o, eac0 "&ore.
22 L%"0.e"@ ;)214<. 6ombres. Honine Aaiae a&# 0&&+"#JJ>>>.%"0.e"J"0o+J+ro'%c&Jca&e(or!J+a&0J)1*1244J0omre" HAcce""e' / Dec. )214.
23 L%"0co%n&rie".com@ ;)214<. Lush International &artnershi's, 5ranchises and =ob >''ortunities. Honine Aaiae a&# 0&&+#JJ>>>.%"0co%n&rie".com HAcce""e' No. )214.
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LUS7 enco%ra(e" +eo+e &0a& "0are i&" i'ea" an' are e=ci&e' ao%& LUS7 +ro'%c&" &o (e& in con&ac& >i&0 &0em e&&in( &0em 8no> &0eir 0ome co%n&r!. In &0i" >a!@ >0en o+enin( a "&ore &0e! 0ae en&0%"ia"&ic +eo+e in c0ar(e o, &0e ne> %"ine"". Once &0a& LUS7 eiee" i& i" in a +o"i&ion &o o+en &0a& co%n&r! a" a mar8e& ;&0e! >an& &o e=+an' &o &0a& area<@ i& con&ac&" &0o"e can'i'a&e" &0a& mee& cer&ain re:%iremen&" in or'er &o "eec& >0o i" (oin( &o e i&" ne> +ar&ner. So i&" in&erna&iona e=+an"ion ,oo>" mar8e&" LUS7 "ee" a" a +o&en&ia >0ie a& &0e "ame &ime ,oo>" 'eman' o, +eo+e >0o >an& &o o>n a LUS7 "&ore.
LUS7 ,oo>" a m%&i'ome"&ic (ro>&0 "&ra&e(! >0en oca&in( i&" F+ro'%c&ion aora&orie"G. I& %i'" ,ac&orie" >i&0 "ome oca&ion a'an&a(e"@ "%c0 a"@ rea&ie! near "%++ier" o, ra> ma&eria a" &0eir coo+era&ion i" e""en&ia ,or man%,ac&%re. In &0i" >a! LUS7 i" ae &o main&ain ,re"0 +ro'%c&" a" >e a" on "ea"on in(re'ien&". Eac0 one "%++ie" "ome "%rro%n'in( co%n&rie"B ,or e=am+e@ &0e aora&or! in Cana'a "%++ie" &0e Nor&0 American mar8e&". T0e! a'a+& &0eir +ro'%c&" accor'in( &o &0e aaiae ra> ma&eria in &0e area@ a" &0e! %! oca!. T0i" i" >0! !o% can ,in' 'i,,eren& LUS7 +ro'%c&" accor'in( &o &0e co%n&r! !o% are in@ a" >e a" arie' "0a+e" a" i& i" %+ &o man%,ac&%rer.. A&0o%(0 reci+e" are "0are' amon( &0em@ no& a>a!" &0e! can ,in' "ame +ro'%c&" a& &0e "ame &ime. So@ &0e! 'o no& on! 0ae +ro'%c&ion %& a"o re"earc0 an' 'eeo+men& can e ,o%n' in eac0 +ro'%c&ion aora&or!. In &0i" >a!@ &0e! can e=+erimen& an' ,in' ne> LUS7 +ro'%c&" &0ro%(0 &0e ra> ma&eria" ac:%ire'. 7o>eer@ LUS7 o>ner@ Mar8 Con"&an&ine@ i" +er"ona! inoe' in eer! +ro'%c& an' "o 0e i" &0e one ma8in( &0e ,ina 'eci"ion.
(. )ustification of strategies A,&er ana!in( a o, LUS7" cor+ora&e "&ra&e(ie"@ >e 0ae come &o &0e conc%"ion &0a& a o, &0em crea&e a a%e ,or &0e com+an!. T0e! ma8e &0e com+an! aaiae an' +re"en& in a" man! +ace" a" &0e! "ee ,i&. $! &0i" 0i(0er e=+o"%re@ a>arene"" o, na&%ra co"me&ic" increa"e"@ increa"in( 'eman' ,or &0e"e +ro'%c&". So@ more "ae" in eer! "&ore@ mean" more reen%e ,or &0e com+an!. T0e! are ae &o >i'en i&" c%"&omer a"e a" &0e! 0ae a +ro'%c& ,or Feer! &!+e o, >omanG >0ic0 i" &ran"a&e' in&o 0i(0er "ae". Moreoer@ more "a&i",ie' c%"&omer increa"e" &0e >or'o,mo%&0 +romo&ion >0ic0 i" 0o> &0e! i8e &o e 8no>n ,or. T0i" a"o mean" more o!a c%"&omer" &o &0e ran'. T0an8" &o er&ica in&e(ra&ion@ &0e com+an! 0a" more mar8e& +o>er. T0i" can (ie ri"e &o e"" 'irec& com+e&i&ion an' a ,%&%re arrier &o en&r!. T0e"e "&ra&e(ie" 0ae >or8e' er! >e ,or &0e com+an! (ien &0e ,ac& &0a& LUS7 i" "&i (oin( "&ron( in&o &0e mar8e& >i&0 an im+re""ie (ro>&0. Ano&0er 'a&a &0a& !9
enco%ra(e" &0i" i'ea i" &0e (ain in c%"&omer" >0o are a&&rac&e' &o &0eir >i'e o,,er"@ %ni:%e +ro'%c&" an' "&ron( eie,".
INTERNA4 GRODT" MET"OS
?oo>in( &0e An"o,, Pro'%c&"JMar8e& Ma&ri= LUS7 in&erna (ro>&0 "&ra&e(ie" co%' e "%mmarie' a" ,oo>"#
1. Mar*et penetration
!:
Mar8e& +ene&ra&ion con"i"&" on (ainin( mar8e& "0are ! %"& o,,erin( &0e "ame +ro'%c&" &o &0e "ame mar8e&"@ in o&0er >or'" ma8e %"%a cien&" con"%me more o, &0eir c%rren& +ro'%c& o,,erin( or ma8in( cien&" %! more o,&en &0o"e +ro'%c&")5. T0e "ea"ona ine" ;"%mmer@ Vaen&ine" Da!@ C0ri"&ma"@ 7ao>een< are ,orme' ! +ro'%c&" &0a& 0ae &0e "ame ,orm%a" a" e=i"&in( one" %& &0e! c0an(e ei&0er &0e "me@ &0e coo%r or "e "ome o, &0e c%rren& +ro'%c&" c0ea+er a" a +ac8. T0i" mi(0& e a cear e=am+e o, LUS7 mar8e& +ene&ra&ion "&ra&e(ie".
7o>eer &0ere i" no ac&%a 'a&a ao%& i, LUS7 i" a&&em+&in( &o en(a(e in "%c0 e0aio%r"@ %& &0e com+an!" "ae" ,orce i" ein( +romo&e' &o 'o "o. T0e "ae" ,orce i" &raine' &o an' >o%' a>a!" recommen' !o% &0e e"& con'i&ioner ,or &0e "0am+oo !o% are %!in( or &0e e"& ,acia cream ,or &0e cean"er &0e cien& i" %!in(.
7ence &0e com+an! mi(0& no& "e& a" an oec&ie &o i&" +ar&ner &o im+emen& a mar8e& +ene&ra&ion "&ra&e(! +er "e@ %& "ince i& i" +ro,i&ae ,or o&0 &0e "&ore o>ner" are ac&%a! +romo&in( "%c0 e0aio%r" in &0eir "ae" ,orce an' 8ee+" o,,erin( cien&" &0e "ea"ona ine" &o mo&ia&e &0em &o %! more. T0e on! 'ra>ac8 &0a& "ae" e0aio%r co%' 'ra> i" con"%mer ,eein( +re""%re' ! "ae" ,orce &o %! more or con"%mer" +erceiin( &0a& in&en"e 0e+ a" mar8e&in(@ an' +er0a+" ,eein( 'i"a++oin&e' >i&0 &0e ran'@ a" LUS7 i" no& &0e &!+ica ran' &0a& +romo&e" con"%meri"m ,or i&"e,@ an' 0ence 'i%&in( &0e ran'" e:%i&!.
2. +roduct de&elopment
A +ro'%c& 'eeo+men& "&ra&e(! con"i"&" on o,,erin( ne> +ro'%c&" &o &0e "ame mar8e&" &0e com+an! %"e' &o o+era&e in)*.
LUS7 'oe" en(a(e in &0i" e0aio%r +re&&! o,&en a" i& i" an innoa&ie ,irm >i&0 a rea&ie 0i(0 "+ee' &o mar8e& &0a& >an&" &o "&a! a0ea' re(ar'in( ne> &ren'" in &0e 27 Yo%rar&iceirar!.com@ ;)214<. Business trateies- Internal 8ro/th and "9ternal 8ro/th trateies. Honine Aaiae a&# 0&&+#JJ>>>.!o%rar&iceirar!.comJ%"ine""J%"ine"""&ra&e(ie" in&erna(ro>&0an'e=&erna(ro>&0"&ra&e(ie"J-51/J HAcce""e' 1 Dec. )214.
28 Yo%rar&iceirar!.com@ ;)214<. Business trateies- Internal 8ro/th and "9ternal 8ro/th trateies. Honine Aaiae a&# 0&&+#JJ>>>.!o%rar&iceirar!.comJ%"ine""J%"ine"""&ra&e(ie" in&erna(ro>&0an'e=&erna(ro>&0"&ra&e(ie"J-51/J HAcce""e' 1 Dec. )214.
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mar8e&. I& i" >e 8no>n ,or reea"in( ne> 'i"r%+&ie +ro'%c&" &o i&" o!a c%"&omer a"e. La"& !ear i& +re"en&e' i&" ne> &0oo&! &a ine)-@ &0i" "%mmer LUS7 "&ar&e' &o "e i&" ne> "%n care)/ "oi' ine an' a"& mon&0 i& a''e' * ne> "oi' "0am+oo" &o i&" "oi' ine coec&ion). I& i" a"o remar8ae &0a& no> LUS7 i" a&&em+&in( &o 'ee+! coer &0eir c%"&omer nee'" ! no& on! +roi'in( &0em >i&0 +ro'%c&" %& a"o o,,erin( SPA &rea&men&". LUS7S ne> "erice &o i&" ac&%a c%"&omer a"e. La"& !ear LUS7 o+ene' one a& Ne> Yor8 32 an' a"& mon&0 i& o+ene' one in Ma'ri'31.
LUS7 +re&en'" &o e +ar& o, eer! "&e+ in i&" cien&" ea%&! care ro%&ine"@ an' &0a& i" &0e ra&ionae e0in' o,,erin( &0eir +ro'%c&" &0ro%(0 a SPA "erice. 7o>eer LUS7 mi(0& e "%re &0a& &0eir +ar&ner are +re+are' &o +roi'e &0i" "erice an' &o 'o "o a& &0e LUS7 :%ai&! ee@ >i&0 &0e e"& >or8,orce an' %"in( &0eir +ro'%c&"@ "ince i& i" a(ain &0e ran' &0a& mi(0& e 'ama(e' i, &0i" ne> a''on 'oe" no& com+! >i&0 LUS7 0i(0 "&an'ar'".
$. Mar*et de&elopment
Mar8e& 'eeo+men& "&ra&e(ie" con"i"& on o,,erin( e=i"&in( +ro'%c&" &o ne> mar8e&"@ ein( &0o"e ne> (eo(ra+0ica area" or ne> "e(men&" in &0e mar8e&.
29 4u#0&e#6 '2(!)*& Dentífricos& +o,li,e- A.ailable a$/ 0$$1#/&lu#0&e##0o11roduc$ca$e5or%1a$0!7)?227de,$rico# +Acce##ed ! ec& 2(!)-& 2: L%"0.e"@ ;)214<. 3uidado olar . Honine Aaiae a&# 0&&+"#JJ>>>.%"0.e"J"0o+J+ro'%c&Jca&e(or!J+a&0J154112-Jc%i'a'o"oar HAcce""e' / Dec. )214.
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2(
Re(ar'in( (eo(ra+0ica mar8e&"@ LUS7 i" c%rren&! en(a(in( in an in&erna&ionaia&ion "&ra&e(!@ a" +reio%"! men&ion@ "o i& i" cear! im+emen&in( a mar8e& 'eeo+men& "&ra&e(! in &0i" "en"e. Re(ar'in( a ne> mar8e& "e(men&@ LUS7 'oe" no& "eem &o 0ae c0an(e' i&" ran' ima(e or +ro'%c& o,,erin( &o a&&rac& ne> c%"&omer "e(men& >i&0in &0e mar8e&.
T0i" "&ra&e(! ao>" LUS7 &o (ro> a& a ra+i' +0a"e an' (ain (oa mar8e& "0are@ increa"e &0eir reen%e an' re'%ce i&" ri"8" in &erm" o, reen%e. Een &0o%(0 LUS7 'oe" a""%re &0a& &0e e""ence o, &0e ran' i" im+or&e' in eer ne> "&ore@ no ma&&er >0ere i& i"@ LUS7 e=+an"ion "&ra&e(! i" ri"8! in &0e "en"e &0a& &0e 'e(ree o, con&ro &0e com+an! 0a" oer i&" oer"ea" o+era&ion" i" :%i&e o>@ a" "&ore" are o+era&e' ! +ar&ner".
,-#A/ 0#O- S-#A-0IS
In &erm" o, e=&erna (ro>&0 "&ra&e(ie" LUS7 'oe" no& con"i'er Mer(er" an' ac:%i"i&ion" an' oin& Ven&%re" a" a >a! o, e=+an'in( i&" ac&ii&!. LUS7 %"%a! en&er" in&o coo+era&ion a(reemen&" &o 'o "o.
1. Mergers 3 Ac4uisitions LUS7 Co"me&ic" 'oe" no& e=+an' i&" ac&ii&! &0ro%(0 mer(er" an' ac:%i"i&ion". A" i& >a" men&ione' +reio%"!@ LUS7 e=&erna (ro>&0 i" main! 'rien ! +ar&ner"0i+ a(reemen&" >i&0 one or "eera +eo+e in &0e co%n&rie" i& i" c%rren&! or >o%' o+era&e in. T0e ra&ionae e0in' &0i" 'eci"ion i" +re&&! "&rai(0& ,or>ar'@ LUS7 co"me&ic" >an&" &o +re"ere i&" ima(e aro%n' &0e (oe ;een &0o%(0 i& mi(0& ar! a i&&e amon( co%n&rie"<. $! im+emen&in( &0o"e +ar&ner"0i+" &0e ran' >o%' 0ae &0e nece""ar! oca 8no>e'(e in or'er &o "%cce"",%! a'a+& &o &0e ne> co%n&r!@ ,rom &0e +ar&ner &0a& i" o+era&in( &0e "&ore. 7ence@ &0ere i" no nee' &o mer(e >i&0 o&0er com+e&i&or in a ,orei(n mar8e& &o (ain oca in"i(0&@ a" &0e +ar&ner >o%' +roi'e "%c0. A" >e@ LUS7 'oe" no& nee' e=&ra re"o%rce" &0a& co%' e +roi'e' ! an e=&erna +ar&!@ a" &0e com+an! i" er&ica! in&e(ra&e' an' "e" i&"e, i&" +ro'%c&" &0ro%(0 &0e +ar&ner.
2!
7ence@ a M9A "&ra&e(! "eem" no& &o e &0e a'e:%a&e c0oice ,or LUS7 &o e=+an' i&" ac&ii&! oer"ea"@ a" i& re'%ce" &0e com+an! con&ro an' a& &0e "ame &ime re:%ire &0e com+an! &o inc%r in co"&" an' &a8e ri"8" &0a& &0e com+an! mi(0& no& e >iin( &o. T0i" 0i(0er 'e(ree o, con&ro (ie" LUS7 &0e o++or&%ni&! o, +re"en&in( i&" +ro'%c&" >i&0 i&" a%e".
2. Cooperation agreements 5+artners and franc"ises6
T0e e=&erna (ro>&0 o, LUS7 co"me&ic" i" main! 'rien ! coo+era&ion a(reemen&" cae' F+ar&ner"0i+ a(reemen&"G an' "ome&ime" ! F,ranc0i"ee"3)G. A" +reio%"! e=+aine'@ LUS7 >o%' en&er a ne> co%n&r! i, &0ere i" a +ar&ner &0a& i" >iin( &o im+or& &0e LUS7 ran' in &0e co%n&r!. S%c0 +ar&ner >o%' e &0e one ao>e' &o o+en a "&ore in &0a& area an' >o%' e in c0ar(e o, &0e ran' in &0a& area. I, &0e +ar&ner >an&" &o o+en a ne> one i& >o%' 0ae &o a"8 ,or LUS7 +ermi""ion +reio%"!. LUS7 mi(0& a"o en&er in&o a ,ranc0i"ee a(reemen& >i&0 in'e+en'en& +ar&ie" in a co%n&r! >0ere a +ar&ner i" area'! in %"ine""@ i, "%c0 +ar&ner a(ree".
T0e ra&ionae e0in' &0i" (ro>&0 me&0o' mi(0& e &0e ,oo>in(# T0e"e me&0o'" e& &0e com+an! en&er &0e mar8e& e&&er a" i& 0a" oca in"i(0& &o a'a+& i&" "&ra&e(! &o &0e co%n&r!@ LUS7 'oe" no& inc%r in &0e co"&" an' ri"8" an' co"&" o, o+enin( a ne> "&ore in a ,orei(n co%n&r! &0e! 'o no& 8no> an' i& e& LUS7 &o e=+an' :%ic8! a" "%c0 e=+an"ion i" im+emen&e' ! o&0er". 7o>eer@ &0i" "&ra&e(! re'%ce" &0e con&ro &0e com+an! 0a" oer i&" ran' oer"ea" an' &0e +ro,i&"@ a" &0e! 0ae &o e "0are' >i&0 &0e +ar&ner". 7ence i& co%' e conc%'e' &0a& &0i" me&0o'" ai(n" >i&0 &0e com+an! cor+ora&e c%&%re@ a" i& im+ie" coo+era&ion e&>een +ar&ner" &o e&&er +er,orm a %"ine"". T0e com+an! ac8no>e'(e" &0a& i& 'oe" no& 0ae &0e oca 8no>e'(e or 'oe" no& >an& &o &a8e &0e ri"8 &o e=+an' i&" ac&ii&! in a ,orei(n co%n&r! >i&0 'i,,eren& c%&%re an' 'i,,eren& con"%m+&ion 0ai&". T0i" i" >0! i& con&ac&" >i&0 "omeone i" >iin( &o &a8e &0e ri"8 an' emo'! LUS7 "+iri& in a ne> co%n&r!. T0i" "&ra&e(! crea&e" a%e ,or o&0 &0e com+an! an' &0e +ro"+ec&ie +ar&ner@ a" i& e=+an'" LUS7 ac&ii&! aro%n' &0e >or'@ 'ier"i,ie" i&" reen%e a"e@ increa"e" i&" (oa mar8e& "0are@ an' o,,er" &0eir c%"&omer a (oa ne&>or8 o, "&ore". A" >e@ &0i" ene,i&" &0e +ar&ner &0a& earn" ,rom LUS7 &0eir &ec0ni:%e"@ a'a+& &0em &o &0eir oca c%"&om" an' 0ae &0e +o>er &o e=+an' &0e "&ore ne&>or8 in &0a& co%n&r! an' een conce'e ,ranc0i"e" &o o&0er in &0e area.
In &erm" o, coo+era&ion a(reemen&" i" a"o remar8ae &0a& LUS7 0a" 'i,,eren& a(reemen&" >i&0 oca ,armer" &o %! &0eir ra> ma&eria" ,rom &0em an' &0a& +ar&ici+a&e" >i&0 "eera NO" &o +romo&e &0eir ac&ii&! ! a'er&i"in( &0em in &0eir >e+a(e or 32 L%"0 ?re"0 7an'ma'e Co"me&ic". ;)214<. 1"& e'. Heoo8 Aaiae a&# 0&&+#JJ>>>.%"0.comJ%"0JIn&Par&ner.+', HAcce""e' ) No. )214.
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een 'eeo+in( "ome +ro'%c&" ,or &0e ca%"e ;a" i& i" c0ari&! +o&@ a ,air &ra'e o'! o&ion33<
33 L%"0 ?re"0 7an'ma'e Co"me&ic". ;)214<. 1"& e'. Heoo8 Aaiae a&# 0&&+#JJ>>>.%"0.comJ%"0JIn&Par&ner.+', HAcce""e' ) No. )214.
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CONC4USIONS T0e na&%ra co"me&ic" "ec&or i" a mar8e& >i&0 e=+ec&e' (ro>&0 +o&en&ia '%e &o an increa"in( a>arene"" o, 0ea&0ier in(re'ien&" on o%r "8in. D%e &o i&" e=+erience LUS7 i" an im+or&an& +a!er in &0i" in'%"&r!. 7ence@ i& i" e=+eriencin( an e=&raor'inar! (ro>&0 &oo. A 0i(0er c%"&omer a"e in &0i" "e(men& 'oe" no& &ran"a&e in&o a %nier"a c%"&omer a"eB an' "o@ i& i" "&i a nic0e mar8e&. De"+i&e &0i" ,ac&@ LUS7 0a" een ae &o o&ain o!a cien&" &0a& in&erac& >i&0 &0e ,irm in a +o"i&ie >a!. T0e! are en&0%"ia"&ic ao%& i&" +ro'%c&" an' &0i" i" &0e rea"on >0! &0e +o"i&ionin( o, &0i" com+an! i" "o %ni:%e. C%"&omer" are ,ana&ic ao%& LUS7 i'ea" an' +ro'%c&" an' &0e! are &0e one" &0a& carrie' o%& mo"& o, &0e mar8e&in( &0ro%(0 >or'o,mo%&0.
LUS7 i" c0arac&erie' ! i&" Fna8e'G@ 0an'ma'e@ or(anic@ coo%r,% an' "0or&ie' +ro'%c&". I& em+0a"ie" i&" +ro'%c& 'i,,eren&ia&ion &0ro%(0 ario%" ca%"e" &0a& remar8 >0a& &0e com+an! "&an'" ,or. T0e"e +%ic 'emon"&ra&ion" can (ie ri"e &o con&roer"ia o+inion" a" LUS7 'eo&e" a o& o, &ime an' e,,or& &o &0em. LUS7 a"o %"e" &0em a" a +romo&iona me&0o'.
In or'er &o ea"i! mana(e an' coor'ina&e eer! ac&ii&! in &0e a%e c0ain o, LUS7@ i& i" 0i(0! er&ica! in&e(ra&e'. LUS7 %!" &0e ra> ma&eria an' &0en 'oe" in0o%"e eer! o&0er "&e+ o, &0e +roce"". T0i" in&e(ra&ion (ie" LUS7 &0e o++or&%ni&! o, e&&er ma&c0in( i&" a%e" >i&0 i&" +ro'%c&" a" eer!one in &0e +roce"" i" 0i(0! commi&&e' &o &0em.
Oera@ LUS7" "&ra&e(ie" >or8 ,or &0e ,irm eca%"e &0e! are co"e! in8e' &o &0eir "&a&e' eie," an' eca%"e &0e com+an! eera(e" eer! re"o%rce an' ca+aii&! i& 0a" &o &0i" i"ion. Eer! 'eci"ion an' >a! o, ac&in( o, &0e ,irm i" rea&e' &o i&" mi""ion "&a&emen& >0ic0 comm%nica&e" i&" a%e". LUS7 crea&e" a +ar&ic%ar e0aio%r &0a& c%"&omer" re+ica&e an' are >iin( &o ie ,or. LUS7 'oe" no& on! "e" +ro'%c&" %& a >a! o, i,e@ an' i&" "&ra&e(ie" an' &0e im+emen&a&ion o, "%c0 "0o> &0i" i'ea.
2)
RECOMMENATIONS
LUS7" maor +oin&" ,or im+roemen& are &0e ,oo>in(#
?ir"& o, a@ i& i" &0e ac8 o, a F+ro+erG mar8e&in( 'e+ar&men&. T0e com+an! 'oe" no& %"e an ac&%a mar8e&in( cam+ai(n eca%"e i& 0a" reie' on &0e >or'o, mo%&0 o, man! o, i&" cien&". I& 0a" a er! o!a cien&ee an' &0e! >ere in c0ar(e o, +romo&ion@ %& &0a& canno& e "%,,icien& no> ,or a com+an! a" i( a" &0i" one. I& nee'" &o ine"& a o& in mar8e&in( (ien &0e "ie o, &0e com+an!. LUS7 0a" a"o reie' on &0e +%ici&! &0e me'ia (ae &0e com+an! an! &ime &0a& LUS7 'eci'e' &o +ar&ici+a&e in an an&ianima &e"&in( cam+ai(n@ a (reen +eace in&eren&ion or "ome&0in( aon( &0o"e ine". Peo+e >o%' 0ear an' 8no> ao%& &0e com+an!@ een i, &0e ima(e &0e! &ran"mi&&e' >a" no& a &0a& ,ao%rae.
27
T0i" ea'" %" &o &0e "econ' a"+ec& &o con"i'er# &0e Fra'icaG ima(e an' +%ici&! o, &0e com+an! +reio%"! men&ione'. LUS7 i" a +ro,e""iona an' "erio%" com+an! &0a& 0a" 0a' &o >or8 0ar' &o (e& >0ere i& c%rren&! i" ;o&0 in "ie an' +re"ence oer &0e >or'<@ %& &0e con"&an& me'ia a&&en&ion an' con&roer"ia ac&" an' cam+ai(n"@ (ae &0e com+an! a ne(a&ie an' reeio%" ima(e. Peo+e 8ne> LUS7 eca%"e o, &0e +ro&e"&" an' cri&ic". LUS7 0a" &o con"i'er &0a&@ a&0o%(0 &0eir in&en&ion" are (oo'@ no& eer!one ,oo>" &0eir ca%"e an' ma! no& %n'er"&an' or a(ree >i&0 >0a& &0e! are &r!in( &o cone!. LUS7 0a" &o "0o> +eo+e &0e more iran&@ ,re"0 an' !o%n( "i'e o, i&# "+ar8! coo%r" an' ,%n8! +ro'%c&" &0a& &0e! >i no& ,in' an!>0ere e"e@ 'eicio%" "me"@ %ni:%ene"" an' a >0oe "+a e=+erience. T0e ma"" +o+%a&ion i" no& er! a>are o, >0o LUS7 rea! i" an' >0a& &0e! 0ae &o o,,er@ an' >e eiee &0a& "0o%' c0an(e.
?ina!@ ano&0er a"+ec& &0e! "0o%' con"i'er reie>in( i" &0e "ie an' "co+e o, i&" c%"&omer". T0e com+an! 0a" &o +%& e,,or& an' mone! in&o mar8e&in( &o>ar'" ne> c%"&omer &!+e"@ no& on! "+eciai"e' one"@ eca%"e &0ere are man! +o&en&ia cien&" o%& &0ere &0a& co%' ea"i! e in&ere"&e' in &0e +ro'%c&" LUS7 o,,er" eca%"e &0e +ro'%c&" are &o+ :%ai&!@ "me (oo' an' are er! (oo' ,or &0e "8in. Ma!e &0e"e c%"&omer" are no& a" in&ere"&e' or o&0ere' ao%& &0e ,ac& &0a& &0e! are na&%ra or or(anic. T0e! ma! i8e i& eca%"e &0e! are +re&&! an' ,%nn!. T0e"e c%"&omer" "0o%' a"o e &a8en in&o acco%n& an' &ar(e&e'. I& i" &r%e &0a& LUS7 0a" a o& o, c%"&omer" >0o are no& &0a& >orrie' ao%& anima cr%e&! or (en'er e:%ai&! i""%e"@ %& >e 'o eiee &0a& LUS7 "0o%' 'o more &o (e& in &o%c0 >i&0 &0e"e more GnormaG cien&" >0o are %!in( &0ere eca%"e i& i" &0e a&e"& ,a' or eca%"e a er! +o+%ar !o% &%er recommen'e' i&. Mo"& &eena(e (ir" are in"i'e &0i" ca&e(or! (ien &0e! are &0e one" mo"&! in&o ea%&! an' "8in care.
28
APPENICES
Appendix 1: /us" Mission Statement
29
Appendix 2: #esources and Capa!ilities 1 that enable Lush to implement a differentiation strategy
2:
Appendix $: #esources and Capa!ilities 2 o, LUS7
-angi!le #esources
Di,,eren&ia&e' +ro'%c&" ;"oi' "0am+oo@ +er,%me"@ "%n cream@ e&c.< S%++ier a"e ;0i(0 :%ai&! in(re'ien&" &0e! %"e an' &0e rea&ion"0i+ >i&0 i&" +roi'er"< Pro'%c&ion aora&orie" an' &0e 0an'ma'e man%,ac&%rin( +roce""e" Re"earc0 ,acii&ie" S&ore" ;T0e "&ore conce+& an' &0e rea "&a&e@ +remi%m oca&ion<
Intangi!le #esources
Knowledge and experience in the industry (as it started as a supplier) Customer Loyalty LUSH brand
uman #esources: "ae" ,orce an' re"earc0 &eam
Capa!ilities
Re"earc0 an' innoa&ion ca+aii&ie" E,,icienc! in o%me a& man%,ac&%rin( ca+aii&! ;a" &0e com+an! 0a" a e=&en"ie (oa reac0 an' i& i" er&ica! in&e(ra&e'< 7i(0 "+ee' &o mar8e& a" i& i&" o>n "%++ier E=ceen& c%"&omer "erice
2=
;I;4IOGRAP"Y Anon@ ;)214<. 1"& e'. Heoo8 Me'ia i&@ ++.4*. Aaiae a&# 0&&+#JJ>>>.%"0.comJima(e"Jme'iaJLUS7Me'ia.+', HAcce""e' )/ No. )214. $araoa@ I. ;)214<. T0e m%&i,ace&e' eo%&ion o, (oa ea%&!. "uromonitor international# In#cosmetics. C0%a@ . ;)214<. . Honine Eco%&erre.com. Aaiae a&# 0&&+#JJ>>>.eco%&erre.comJ%"0 a%nc0e"e(an,rien'!emo&ionariiancema8e%+ineJ HAcce""e' )1 No. )214. E m%n'o@ ;)214<. Un "+a +ara o" cinco "en&i'o" en +eno Ma'ri'. Honine Aaiae a&# 0&&+#JJ>>>.em%n'o.e"J!o'onaJ)214J11J15J54*-3/ca4-41/3-/45*e.0&m HAcce""e' 1 Dec. )214. E&"!@ ;)214<. "leant$oseBoutiue. Honine Aaiae a&# 0&&+"#JJ>>>.e&"!.comJe"J"0o+JEe(an&Ro"e$o%&i:%e HAcce""e' 12 No. )214. 7ere L%"0. ;)214<. 1"& e'. Heoo8 Aaiae a&# 0&&+#JJ>>>.%"0.com HAcce""e' 12 Dec. )214. Icmrin'ia.or(@ ;)214<. Innovative aretin trateies of Lush 5resh 6andmade 3osmetics 7 aretin 3ase tud!73ase tudies . Honine Aaiae a&# 0&&+#JJ>>>.icmrin'ia.or(Jca"e"&%'ie"Jca&ao(%eJMar8e&in(JInnoa&ieK)2Mar8e&in( K)2S&ra&e(ie"L%"0K)2?re"0K)27an'ma'eK)2Co"me&ic"Ca"eK)2S&%'ie".0&m HAcce""e' - No. )214. L%"0 ?re"0 7an'ma'e Co"me&ic". ;)214<. 1"& e'. Heoo8 Aaiae a&# 0&&+#JJ>>>.%"0.comJ%"0JIn&Par&ner.+', HAcce""e' ) No. )214. L%"0 ?re"0 7an'ma'e Co"me&ic". ;)214<. 1"& e'. Heoo8 Aaiae a&# 0&&+#JJ>>>.%"0.comJ%"0JIn&Par&ner.+', HAcce""e' ) No. )214. L%"0 Mar8e&in( Pan. ;)214<. Honine ++.314. Aaiae a&# 0&&+#JJenn!8%.>ee!.comJ%+oa'"J1J5J4J4J1544325)J%"0mar8e&in(+an,ina.+', HAcce""e' 12 No. )214. L%"0 S(@ ;)214<. 6istor! of Lush. Honine Aaiae a&# 0&&+#JJ>>>.%"0"(.com HAcce""e' 1) No. )214. L%"0 U.S.A@ ;)214<. A Lush Life. Honine Aaiae a&# 0&&+#JJ>>>.%"0%"a.com HAcce""e' )5 Oc&. )214. %"0.co.%8@ ;)214<. "thical bu!in 'olic!. Honine Aaiae a&# 0&&+#JJ&&+"#JJ>>>.%"0.co.%8Jar&iceJe&0ica%!in(+oic! HAcce""e' )1 No. )214. 3(
L%"0.e"@ ;)214<. 3ham'Cs Dlidos . Honine Aaiae a&# 0&&+"#JJ>>>.%"0.e"J"0o+J+ro'%c&Jca&e(or!J+a&0J14-14/Jc0am+""i'o" HAcce""e' / Dec. )214. L%"0.e"@ ;)214<. 3uidado olar . Honine Aaiae a&# 0&&+"#JJ>>>.%"0.e"J"0o+J+ro'%c&Jca&e(or!J+a&0J154112-Jc%i'a'o"oar HAcce""e' / Dec. )214. L%"0.e"@ ;)214<. *entfricos. Honine Aaiae a&# 0&&+"#JJ>>>.%"0.e"J"0o+J+ro'%c&Jca&e(or!J+a&0J154))5J'en&,rico" HAcce""e' / Dec. )214. L%"0.e"@ ;)214<. 6ombres. Honine Aaiae a&# 0&&+"#JJ>>>.%"0.e"J"0o+J+ro'%c&Jca&e(or!J+a&0J)1*1244J0omre" HAcce""e' / Dec. )214. L%"0.e"@ ;)214<. ascarillas 5rescas. Honine Aaiae a&# 0&&+"#JJ>>>.%"0.e"J"0o+J+ro'%c&Jca&e(or!J+a&0J154)13Jma"caria",re"ca" HAcce""e' No. )214. L%"0co%n&rie".com@ ;)214<. Lush International &artnershi's, 5ranchises and =ob >''ortunities. Honine Aaiae a&# 0&&+#JJ>>>.%"0co%n&rie".com HAcce""e' No. )214. L%"0ie".'ream>i'&0.or(@ ;)212<. lushies 7 $ecent "ntries. Honine Aaiae a&# 0&&+#JJ%"0ie".'ream>i'&0.or(J HAcce""e' 15 No. )214. L%"0%"a.com@ ;)214<. Lush 'a. Honine Aaiae a&# 0&&+#JJ>>>.%"0%"a.comJonJ'eman'>are."&oreJSi&e"L%"0Si&eJenUSJPa(eVie> ci'%"0"+a HAcce""e' / Dec. )214. L%"0%"a.com@ ;)214<. >ur 6istor!. Honine Aaiae a&# 0&&+#JJ>>>.%"0%"a.comJO%r 7i"&or!Jao%&0i"&or!@enUS@+(.0&m HAcce""e' 12 No. )214. M%"e@ T. ;)22-<. Basin- A 3hea' Alternative to Lush. Honine M%"in(" o, a M%"e. Aaiae a&# 0&&+#JJ>>>.m%"in("o,am%"e.comJ)22-J2Ja"inc0ea+a&erna&ie&o %"0.0&m HAcce""e' 12 No. )214. M%"e@ T. ;)21)<. Lush "motional Brilliance. Honine M%"in(" o, a M%"e. Aaiae a&# 0&&+#JJ>>>.m%"in("o,am%"e.comJ)21)J2*J%"0emo&ionariiance.0&m HAcce""e' )* No. )214. Or(anic Per"ona Care Pro'%c&" Mar8e& ,or S8in Care@ 7air Care@ Ora Care an' Co"me&ic" oa In'%"&r! Ana!"i"@ Sie@ S0are@ ro>&0@ Tren'" an' ?oreca"&@ )21) )21/. ;)213<. Trans'arenc! aret $esearch@ ;*&0 %ne<. 3!
