Breaking into the Asian Market

Paper Summary:

This study examines the ?globalization? of the body care industry, with a special focus on the Body Shop and its efforts to establish a vital presence in the Kingdom of Thailand.

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From the Paper:

"We live in a global world. Technology, in particular television and the Internet, link together different peoples. They cross the barriers of oceans, mountains, and political frontiers. The decisions that governments make, the actions of environmental activists, and the marketing campaigns of large corporations affect hundreds of millions across the Planet. Time was when a retail operation consisted of a privately-run neighborhood store. The storeowner knew, and interacted with his customers. Goods and services were provided locally. Only rare or unusual objects needed to be imported from far away. The high costs of transportation and communication guaranteed that the horizons of our daily lives extended little further than the distances traversed by long familiar roads and byways. Today, however, a fashion retailer can manufacture a man's suit in Malaysia or Thailand; ship it to New York, Los Angeles, London, or Paris, and sell it in the local mall for less than the fabric alone would cost the local tailor. Style too, cross international boundaries. Tastes and customs that were once the preserve of a few are now the delight of many. Asian consumers demand the same kinds of sneakers and shoes, lipsticks and creams, perfumes and soaps as their peers in the United States and the United Kingdom. A company like the Body Shop - seller of a complete range of skin and hair care products - sees its potential market as global in extent."

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