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The Jurlique

2019-07-02 来源: 51due教员组 类别: Essay范文

下面为大家整理一篇优秀的essay代写范文- The Jurlique,供大家参考学习,这篇论文讨论了茱莉蔻。2011年,澳大利亚有名的天然护肤品公司Jurlique被日本第四大美容品牌Pola收购。凭借日本Pola的研发设施,Jurlique正在成为一个全球性的美容品牌,在关键地区,尤其是亚洲,具有显著的吸引力和高速增长。

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Market Customer Situation

At present, consumers are increasingly paying attention to what they eat and use in their daily life, such as where and how their food and daily necessity are sourced. In the same way, they want to know about the ingredients in their beauty products and how they are sourced(Elaine Sauer, 2013). According to the market research form Grand View Research (2014), the global revenue for organic personal care is about to grow by almost six times over a six-year period, from 2.73 billion US $ in 2014 to 15.98 billion US $ in 2020, which means a great challenge for the cosmetic companies. Meanwhile, customers in Asia, especially China is gradually becoming the main target of cosmetic companies.

The natural and organic cosmetics market is so appealing, which attracts Jurlique as well as growing numbers of other competitors(Voigt, Kai Ingo, O. Buliga, and K. Michl, 2017). Therefore it is not only a chance but also a challenge for Jurlique to further accelerate growth globally and greater penetrate existing multichannel distribution and geographic expansion.

Internal Analysis

Jurlique, an Australian-based leading natural skincare company, was acquired by Pola of Japan, the forth largest beauty players in 2011. With the research and development facilities of Pola of Japan, Jurlique is becoming a global beauty brand, with significant traction and high growth in key geographies, particularly in Asia(JH Partners, 2012).

Jurlique makes use of its organic and biodynamic ingredients and its unique Bio-Intrinsic process to create effective, natural beauty products based on its small biodynamic farm in South Australia labeled by strong environmentally-friendly and ethical positioning (Spadafora, Andrew, and Geoffrey G. Jones, 2014). So the core and most attractive part of its products is its pure and powerful which appeals increasing number of customers.

Jurlique is on its way to achieve its ambition to be a global cosmetic company by providing nature and organic pure powerful bio-intrinsic products, making full use of distribution channels such as spas and our flagship locations and retail partners, relaunching Jurlique's Web site to a broader e-commerce market, and growing its brand recognition through print advertising.

By contrast, Jurlique are facing problems during its ambitious way. Firstly, animal testing is a challenging to the brand's global natural brand position(Spadafora, Andrew, and Geoffrey G. Jones,2014). Secondly, demonstrating to customers that natural can be efficacious. It is not a easy task to educate customers the fact that natural can be effective, it is not a easy job to educate people on the fact that natural can be efficacious, that synthetic ingredients are not necessary to deliver results.(Elaine Sauer, 2013).In response to these two problems, Jurlique strengthens clinical studies on significant products. Thirdly, the cost of organic raw materials and organic farming that are always 20 to 40 percent more expensive than conventional methods and materials(Callaghan, J. K., 2017), which accounts for such a large number can be really important for the middle-scale companies. Thus it still needs deep considerations between numerous benefits and additional costs of natural and green products.

Marketing Mix

Jurlique is making its plan to becoming a global lending natural and organic cosmetics company. During this process, it takes actions in several aspects.

Adhere farm-to-skin products. The pure and powerful products is the core of Jurlique. It remains its biodynamic and organic farm in Australia providing natural and organic ingredients to meet the mainstream’s needs. According to a study from Transparency Market Research, about one-third of global demand for organic personal-care products are skincare products. With such a big market, Jurlique endeavors to keep its strength in natural skincare products and capture the attention of customers.

Utilize multi-distribution channels. Jurlique’s existing distribution networks include spas and our flagship locations, retailers and third-party. Cosmetic companies find it a good chance to establish a deeper and better relationship with customers by setting up shops to meet the needs of young consumer through spas and salons in stores, which often support both businesses, brand and retailer. Jurlique opens stores which could be called “daigou hub”, where an assortment of products can be bought and shipped out to China from within the store(WSJ., 2018) as a way to attract Chinese customers. Jurlique has benefited a lot from Chinese consumers which generates between 25 and 30 per cent of total sales.

Launch global web sites. With the help of e-commerce specialist Tryzens, Jurlique establishes a new digital platform, which will form the basis of its e-commerce strategy and capability, and is set to transform the way the brand supports its many loyal customers(Emblin, J., 2018).

Strength brand recognition and partnership. Jurlique continues to grow its brand recognition through print advertising and won its first Cosmetic Executive Women Beauty Award in 2016 to stengthen its brand recognition.

Cited:

【1】JH partners invests in australian skin care company, jurlique; eli halliwell named President/CEO. (2006, Jun 08). PR Newswire Retrieved from https://search.proquest.com/docview/451175563?accountid=47701

Brown, Rachel. “New Jurlique CEO Repositions Brand.” WWD: Women’s Wear Daily, vol. 201, no.50,Mar.2011,p.7b-1.EBSCOhost,search.ebscohost.com/login.aspx?direct=true&db=bth&AN=59312314&lang=zh-cn&site=bsi-live.

【2】“Japan’s Pola Orbis To Acquire Jurlique.” WWD: Women’s Wear Daily, vol. 202, no. 113, Dec.2011,pp.3-1.EBSCOhost,search.ebscohost.com/login.aspx?direct=true&db=bth&AN=69601643&lang=zh-cn&site=bsi-live.

【3】Jurlique; jurlique international announces acquisition by POLA orbis. (2011, Dec 18). Transportation Business Journal Retrieved from https://search.proquest.com/docview/909533931?accountid=47701

【4】JH Partners. “JH Partners Completes Sale of Jurlique International to Pola Orbis For A$335m.” Business Wire (English), 2012 Autumn 2AD. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=bwh&AN=bizwire.c39768095&lang=zh-cn&site=bsi-live.

【5】Experience the natural beauty of jurlique's farm. (2013, Jul 23). PR Newswire Retrieved from https://search.proquest.com/docview/1411106530?accountid=47701

【6】“Japan’s Pola Reaches Overseas.” WWD: Women’s Wear Daily, vol. 205, no. 3, Jan. 2013, pp.7-1.EBSCOhost,search.ebscohost.com/login.aspx?direct=true&db=bth&AN=84921189&lang=zh-cn&site=bsi-live.Japan's Pola Reaches Overseas.

【7】PR Newswire. “Experience the Natural Beauty of Jurlique’s Farm.” PR Newswire US, 23 July2013.EBSCOhost,search.ebscohost.com/login.aspx?direct=true&db=bwh&AN=201307231120PR.NEWS.USPR.NY51631&lang=zh-cn&site=bsi-live.

【8】SAUER, ELAINE. “A Conversation: Aligning Brand Messages with Specialty Categories, Retail Needs.” Global Cosmetic Industry, vol. 181, no. 6, July 2013, pp. 42–46. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=bth&AN=88863362&lang=zh-cn&site=bsi-live.

【9】Brown, R. (2014). The ultimate brand experience. Wwd, 207(58), 28. Retrieved from https://search.proquest.com/docview/1634260420?accountid=47701

【10】Press release: Jumei cooperates with two new global brands and strengthens anti-counterfeit measures. (2014, Oct 22). Dow Jones Institutional News Retrieved from https://search.proquest.com/docview/2072865620?accountid=47701

【11】Spadafora, Andrew, and Geoffrey G. Jones. “Jurlique: Globalizing Beauty from Nature and Science.Harvard Business School Cases, Mar.2014,p.1.EBSCOhost,search.ebscohost.com/login.aspx?direct=true&db=bth&AN=124483975&lang=zh-cn&site=bsi-live.

【12】Jurlique. (2016). (). Boca Raton: Netwise Data. Retrieved from ABI/INFORM Collection Retrieved from https://search.proquest.com/docview/1978030474?accountid=47701

【13】Jurlique wins 2016 CEW eco beauty award. (2016, Jun 07). PR Newswire Retrieved from https://search.proquest.com/docview/1794117456?accountid=47701

【14】Callaghan, J. K. (2017). Farm fresh beauty. American Spa, , B16-B17. Retrieved from https://search.proquest.com/docview/1860869506?accountid=47701

【15】Emblin, J. (2018). Jurlique calls on tryzens to enhance E-commerce capability. B & T Weekly, Retrieved from https://search.proquest.com/docview/2101128659?accountid=47701

【16】Cherney, M. (2018, Oct 03). To reach chinese consumers, brands market in australia; buyers down under called 'daigou' are a low-cost way for companies to enter china's huge market. Wall Street Journal (Online) Retrieved from https://search.proquest.com/docview/2115681542?accountid=47701

【17】Evans, S. (2018, Feb 26). Jurlique sitting pretty on china growth. The Australian Financial Review Retrieved from https://search.proquest.com/docview/2007807181?accountid=47701

How to reach chinese consumers? market in australia. (2018, Oct 03). Dow Jones Institutional News Retrieved from https://search.proquest.com/docview/2115940664?accountid=47701

【18】Jurlique International Pty. Ltd. (2018). (). Fort Mill: Mergent. Retrieved from Business Market Research Collection Retrieved from https://search.proquest.com/docview/1860764612?accountid=47701

【19】Overseas marketing stokes china sales -- WSJ. (2018, Oct 04). Dow Jones Institutional News Retrieved from https://search.proquest.com/docview/2116276496?accountid=47701

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