L'expansion de Clarins en Inde

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18 pages word

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publié le 14/05/2008

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Résumé

Clarin's expansion in India (titre original)
The clarins Group has been created in 1954 by Jacques Courtins-clarins. It is a Public Company with a Supervisory Board and a Board of Directors, with a capital stock around 325 millions of euros divided into 40 600 000 shares.
At the beginning, Jacques Courtins opened a first beauty parlour in Paris. He offered there a range of essential oils which seduces its clientele who wanted to use them at home. That is how the clarins Company born.
The strength of the Group is based on two facts: they are attentive to woman and they are really innovative.
It was, at the roots, specialised in beauty care. Incidentally, clarins becomes in 1980, number one in the upmarket beauty care products in France and moreover the uncontested European leader since the 1990’s. Since then, it has diversified its activity by entering the make up and perfume market in the 1990’s.
Nowadays, the company has acquired an international notoriety and has become a leader in many countries as beauty care is concerned. 85% of the sales are made abroad France.
Today, the Group is composed of four famous brands.  clarins Paris is the promoter company which decided, from the nineties, to make strategic alliances to distribute perfume from prestigious brand. It first began with the brand  Thierry Mugler, which entered the Group by contracting a partnership with clarins in 1992. This society was entirely owned by clarins in 1997. Next  Azzaro came in 1995, which became a subsidiary when clarins acquired its perfumes. And finally  Stella Cardente joined it in 2002. The Group signed an agreement with the creative artist of the brand to first create a perfume together. But the property of the brand is shared between two other partners at equal shares.
They regularly launch new perfumes with all the brands since their alliances.

Sommaire

Introduction of Clarins
1. Presentation of the Group
2. Clarin's market and the international policy.
3. What is their actual way of managing?
4. The SWOT Analysis
The best suited country to expand
1. Pursue the expansion in Asia
2. Presentation of India and its beauty care market.
3. Difficulties to face
Which strategy to expand?
1. The different Foreign Market Servicing (FMS)
2. The best suited strategy: the exportation