The business environment of a new geography can be analyzed using PESTEL Analysis. The PESTEL factors that are relevant to the case of Beauty&Me entering a new geography are as follows:

Political: The political environment of a new geography can be unstable, which can pose a risk to businesses. For example, in the case of Beauty&Me entering a new geography, the company might face political instability in the form of protests, strikes, or even riots. This could disrupt business operations and affect the company’s ability to sell its products.

Economic: The economic environment of a new geography can be uncertain, which can also pose a risk to businesses. For example, in the case of Beauty&Me entering a new geography, the company might face an economic recession and have trouble selling its products. Additionally, the cost of doing business in a new geography might be higher than in the company’s current geography, which could impact its profits.

Social: The social environment of a new geography can be different from the company’s current geography. For example, in the case of Beauty&Me entering a new geography, the company might face different social norms and values than it is used to. This could make it difficult for the company to market its products and could lead to a decrease in sales.

Technological: The technological environment of a new geography can be different from the company’s current geography. For example, in the case of Beauty&Me entering a new geography, the company might face different technological standards and preferences than it is used to. This could make it difficult for the company to market its products and could lead to a decrease in sales.

Environmental: The environmental environment of a new geography can be different from the company’s current geography. For example, in the case of Beauty&Me entering a new geography, the company might face different environmental regulations than it is used to. This could make it difficult for the company to market its products and could lead to a decrease in sales.

Legal: The legal environment of a new geography can be different from the company’s current geography. For example, in the case of Beauty&Me entering a new geography, the company might face different legal regulations than it is used to. This could make it difficult for the company to market its products and could lead to a decrease in sales.

When marketing a product in a new geography, it is important to understand the cultural and social norms of the region. Additionally, it is important to understand the technological and environmental standards of the region, as well as the legal landscape. Additionally, it is important to assess the company’s strengths and weaknesses (SWOT Analysis) and create a marketing strategy that aligns with the company’s strengths and takes into account the potential weaknesses of the new market. Additionally, it is important to consider the four P’s of marketing: Product, Price, Place, and Promotion.

There are a few different models of expansion that Beauty&Me could use when entering a new geography:

Franchising: Franchising would allow Beauty&Me to expand quickly and easily into a new geography. Additionally, the company would be able to leverage the brand recognition and customer base that it has built up over the years. However, franchising can be expensive and it can be difficult to find qualified franchisees.

Sub-contracting: Sub-contracting would allow Beauty&Me to outsource the production of its products to a local company in the new geography. This would allow the company to avoid the expense of setting up its own production facilities in the new geography. However, it would be difficult to find a sub-contractor that meets the company’s high quality standards.

Licensing: Licensing would allow Beauty&Me to sell its products in a new geography, without having to set up its own production facilities or sales force in the region. Additionally, the company would be able to leverage the brand recognition and customer base that it has built up over the years. However, licensing can be expensive and it can be difficult to find a licensee that meets the company’s high quality standards.

There are a few pros and cons of going global for Beauty&Me at this point of time:

Pros:

• The company has a strong brand and a loyal customer base.
• The company has been logging impressive growth and enjoys 8% market share.
• The majority of the market is still captured by local brands (40%) in both mass and premium product categories.
• For the last decade, international brands have been successfully penetrating the local markets and now hold 10% of the market share.
• International brands have been successfully able to leverage the strong branding and product line.

Cons:

• The political environment of a new geography can be unstable, which can pose a risk to businesses.
• The economic environment of a new geography can be uncertain, which can also pose a risk to businesses.
• The social environment of a new geography can be different from the company’s current geography.
  The technological environment of a new geography can be different from the company’s current geography.
• The environmental environment of a new geography can be different from the company’s current geography.
• The legal environment of a new geography can be different from the company’s current geography.

When marketing a product in a new geography, it is important to consider the cultural and social norms of the region. Additionally, it is important to understand the technological and environmental standards of the region, as well as the legal landscape. Additionally, it is important to assess the company’s strengths and weaknesses (SWOT Analysis) and create a marketing strategy that aligns with the company’s strengths and takes into account the potential weaknesses of the new market. Additionally, it is important to consider the four P’s of marketing: Product, Price, Place, and Promotion.

When creating a marketing and communication plan for a new geography, it is important to consider the following:

• What is the target market for the product?
• What are the cultural and social norms of the target market?
• What are the technological and environmental standards of the target market?
• What are the legal landscape of the target market?
• What are the company’s strengths and weaknesses (SWOT Analysis)?
• What is the marketing strategy for the product?
• What are the promotional materials for the product?
• What are the pricing strategies for the product?
• What is the distribution strategy for the product?
• What are the communication strategies for the product?

REFERENCE

For marketing learners, teachers and professionals. Marketing Teacher. (2021, December 26). Retrieved March 13, 2022, from https://www.marketingteacher.com/four-p-s-marketing/

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Beauty&Me is a company offering cosmetics products and is one of the most popular brands in your country. The company’s primary offerings are Hair and skin care products and caters to low and middle income segments. The company has been in the market for 80 years now and enjoys a huge and loyal customer base. The customers have been vouching for reliability and safety of the product.

The company has been logging impressive growth and enjoys 8% market share. The majority of the market is still captured by local brands (40%) in both mass and premium product categories. For the last decade, international brands have been successfully penetrating the local markets and now hold 10% of the market share and the growth rate has been surpassing the growth rate of all other players in the market. International brands have been successfully able to leverage the strong branding and product line.

The board of directors for Beauty&Me at this point is looking forward to entering new geography. You are just hired as head of marketing and are supposed to review the case of entering the new geography and prepare an entry strategy for the same.

1. Analyse the business environment of the new      geography (Chose a geography/country of your own choice) and evaluate the      decision to enter the market using PESTEL Analysis (7.5 Marks,150      words)
2. Prepare a marketing strategy for the new      geography. Employ SWOT & 4 P’s framework for the same. You can use any      other framework/analysis as per the relevance.             (5 Marks, 100 words).
3. What model of expansion (franchising,      sub-contracting, etc) to be employed and Why? (5 Marks,100 words )
4. What are the pros and cons of going global at      this point of time.(5 Marks,100 words)
5. Develop a brief Marketing and Communication      plan and recommendations. (7.5 Marks,150 words)