1. Introduction
1.1 Purpose
This report is going to make a feasible marketing plan of Aesop’s expansion into Beijing, the capital of China. The internal and external factors which impacts market expansion will be analyzed and then come to the objectives setting. Based on those objectives, marketing strategies will be supplied after marketing segmentation, targeting consumer market and positioning the company. Finally, we will demonstrate the implementation and the monitoring strategies.
1.2 Methodology
Data comes from professional articles, ABS website, business news and financial magazines.
1.3 Limitation
This report based on secondary date from articles, reports and websites. Without doing any consumer research in the real market, some conditions could be restricted to the marketing plan. In the mean time, cosmetics sold or made in China need to meet the animal testing requirements, especially the foreign imported ordinary cosmetics(Vicky, 2015). However, China is making changes for the animal testing laws, there are still chances and solutions for Aesop to enter. What’s more, Aesop has already established its official online store in China, which will pose treat to the physical stores’ sales. But Aesop is famous for its purchasing experience, hence there still have market share for it. At last, some of the data we used were produced before 2014, thus it may not clearly reflect the current consumption trend of the market.
1.4 Company background
Aesop was established in Melbourne in 1987. They produce and sell skin, hair, and body care products. They investigate widely about plant-based and laboratory-made ingredients, and use materials only with a proven record of safety and efficacy for production(Aesop.com, 2016). In each of their unique stores, well-trained consultants are pleased to help guide consumers’ selections. Except its commercial activities,