Xiefuchun is a brand of traditional Chinese cosmetic. It has powder, eye shadow……

Internal Environment
Mission statement: Xiefuchun, take you recall the classical era and to be the leader in oriental cosmetics.

Product feature: In 1830, Xiefuchun was founded in Yangzhou, a place full of beauties throughout the history of China. At that time, even the emperor’s wives use Xiefuchun to make themselves look more beautiful.
Xiefuchun uses Chinese traditional medicines to make the products. This is the most important aspect to make our products unique. For example, there are more than twenty kinds of Chinese herbs in its pomade.
The pomade has many functions: Moisturizing, detergents, itching, detoxification, anti-inflammatory. People who were sunburned can use the pomade, it also provides the treatment of otitis media.

Corporate culture: combine with the Chinese medicinal herbs.
To make the products “oriental, effective, natural and humane”.
Xiefuchun often helps the people in poor area, giving them the products. Also, equally to people from different areas.

External Environment
Target market: female customers who are between 18-40, tourists.

Sociocultural environment: The social and cultural environment provide a big opportunity for Xiefuchun. It is one of the most traditional classical brand in China. Nowadays, people prefer to a more healthier and natural lifestyle, so Xiefuchun can be a very proper good choice. All the materials it used are natural and safe.
In the United States, there are also many Chinese people, they know about the culture which is behind the products. They will tell their friends and colleagues about this brand. Of course the brand itself is mysterious to many other customers, and it will also attract them to buy the products.

Competitive environment: Xiefuchun has many competitors.
Firstly, large luxury