Fyne Skincare Co., Ltd., Thailand, produces and sells a variety of skincare products such as gentle facial gel cleanser, gentle synthetic cleansing oil, BHA clarifying serum, skin barrier+ prebiotic serum in cream, potent vitamin c brightening serum and light hydrating sunscreen. Currently, the company exports some products to be sold in Myanmar. The consumers there seem to like Fyne products, so the demand increases constantly. Therefore, the company has a plan to move beyond exporting and expand more business in Myanmar in two years. However, Fyne has limited capital to invest and still lacks experience in doing business outside of Thailand.
Fyne Skincare Co., Ltd., Thailand, produces and sells a variety of skincare products such as gentle facial gel cleanser, gentle synthetic cleansing oil, BHA clarifying serum, skin barrier+ prebiotic serum in cream, potent vitamin c brightening serum and light hydrating sunscreen. Currently, the company exports some products to be sold in Myanmar. The consumers there seem to like Fyne products, so the demand increases constantly. Therefore, the company has a plan to move beyond exporting and expand more business in Myanmar in two years. However, Fyne has limited capital to invest and still lacks experience in doing business outside of Thailand.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Fyne Skincare
Fyne Skincare Co., Ltd., Thailand, produces and sells a variety of skincare products
such as gentle facial gel cleanser, gentle synthetic cleansing oil, BHA clarifying serum,
skin barrier+ prebiotic serum in cream, potent vitamin c brightening serum and light
hydrating sunscreen. Currently, the company exports some products to be sold in
Myanmar. The consumers there seem to like Fyne products, so the demand increases
constantly. Therefore, the company has a plan to move beyond exporting and expand
more business in Myanmar in two years. However, Fyne has limited capital to invest
and still lacks experience in doing business outside of Thailand.
1) Analyze and discuss pros and cons of Myanmar as the target market for Fyne
Skincare, 2) which entry mode they should use and why, and 3) what scale of market
entry they should undertake. Discuss in detail and justify your suggestions.
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