Honey Lips Tasmania (HLT)

Paper Summary:

The paper seeks to provide HLT with a strategy to facilitate the successful entry of its organic baby care cosmetic product range into the United States (US) retail market. For the purposes of this report, two assumptions are taken regarding HLT's internal environment: HLT's products are 95%+ organic and do not contain chemicals causing allergic reaction, such as phthalate and HLT supports the anti animal testing movement and minimizes the use of such processes in its production. The paper looks at the target market, positioning strategy and marketing mix and concludes with an overall recommendation.

Outline:
Introduction
Entry Mode
Target Market
Positioning Strategy
Marketing Mix
Overall Recommendation

From the Paper:

"The US baby care market is worth US$6.9 billion, representing a five percent growth over the 2006 year (Montague-Jones, 2008). This report also illustrates that the baby body care market, which HLT competes in, is the third largest baby care market in the US.
"From an Australian exporter's perspective, the US presents a friendly market due to the Australia-United States Free Trade Agreement (FTA). The promotion of free market competition allows international firms to enter the US market in the majority of industries, including baby care cosmetics. Also, international cosmetics producers are subject to the same product regulations as the US producers; that puts cosmetics industry barriers to entry to the minimal level for a foreign producer."

Sample of Sources Used:

• AUSTRADE, Cosmetics and toiletries to the USA 2007. http://www.austrade.gov.au/Cosmetics-and-toiletries-to-the-USA3862/default.aspx 20 September
• Belch, G. & Belch, M., 2004. Advertising and Promotion: an integrated marketing communications perspective. 6th ed. NY: McGrawHill.
• Broadbridge, A., 2001. Retail-brand baby-products: What do consumers think? Brand Management. 8 (3) : 196-210.
• GAIA Skin Naturals Australia, 2008 http://www.gaiaskinnaturals.com/About-Us/ 20 September
• Hanson, D., Dowling, P., Hitt, M., Ireland, R. & Hoskisson, R. 2008. Strategic management: Competitiveness and globalisation. 3rd ed. Melbourne: Thompson.

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