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Market Entry Concept for the US Beauty & Personal Care Market on the Example of Luxury Cosmetics Ltd
(2022)
The theoretical and practical aspects of the internationalisation of small companies and the market entrance into the American Beauty and Personal Care industry are presented in this thesis. This thesis aims to create a market entry concept for Luxury Cosmetics Ltd, a Croatian beauty company based in the coastal city of Rijeka. The company hopes to grow its operations outside of Europe using the sugar paste brand called Cleopatra Professional. As a result, the concept focuses on the beauty and personal care industry in the United States and the internationalisation of small and medium-sized enterprises. Additionally, the aim of the thesis is to select the most appropriate market entry mode and communication activities that accompany the entry mode. To acquire further information, a secondary and primary research were conducted based on the literature. In the primary research, eight experts in the field of internationalisation and seven experts in the field of communication participated in the study. The market entry concept is based on the literature and findings of the primary and secondary market research. It follows the phases that are established in strategic marketing and provides recommendations on the chosen market entry mode and the communication activities. The findings in this thesis show that the most appropriate market entry mode would be direct export in form of distributors.