Acknowledgement i
Table of Contents ii
1.1 Objectives 2
1.2 Mission 3
1.3 Keys to Success 3
2.1 Company 4
1. Company Summary 4
2. Company Ownership 5
3. Start-up Requirement 5
2.2 The Market 5
1. Geographic Location 5
2. Culture and Government 6
3. Robust economy 6
4. Big and Young Population 7
5. Increasing Purchasing Power: 7
2.3 Brand and Product 8
1. Effective 8
2. Affordable 9
3. Easy to Use 9
4. More Variety 9
3. Market Analysis 10
3.1 Industry Overview 10
3.2 The Cosmetic Market 11
1. Skin care category 11
2. Imported Cosmetic Product 12
3.3 Competitor Analysis 13
1. The brand and product: 15
2. Distribution channels: 20
3. Promotion 21
4. Strategy Analysis 22
4.1 Entry Strategy Analysis 22
1. Choosing the right Entry Strategy 22
2. Entry Strategy Planning 25
4.2 Competitive Advantage 25
4.3 Marketing Strategy 26
1. The Product 26
2. Packaging 29
3. Price 30
4. Target Customer (People) 30
5. Distribution Channel (Place) 30
6. Promotion 31
5. Operations 32
5.1 Sangeta Management Team 32
5.2 Representing Agency 32
6. Financial Planning 33
6.1 Breakeven Analysis 33
6.2 Sales Forecast 34
6.3 Pro Forma Profit and Loss 35
6.4 Projected Cash Flow 36
6.5 Pro Forma Balance Sheet 37
7. Conclusion 38
8. References 40
9. Appendix 39