SARBEC COSMETICS (B): NEW MARKETING PROGRAM IN THE CZECH REPUBLIC

This is the second of a three-case series (510-039-1 to 510-041-1). Although the French SME Sarbec Cosmetics had been present in the Czech Republic for some time, profits remained unsatisfactory. T ...

Author(s):

Véronique Boulocher

EDHEC Business School

Borislav Nikolaev

EDHEC Business School

This is the second of a three-case series (510-039-1 to 510-041-1). Although the French SME Sarbec Cosmetics had been present in the Czech Republic for some time, profits remained unsatisfactory. The rapidly changing retail environment was one of the challenges in front of the manufacturer. It was accompanied by an emerging 'natural' cosmetics trend and intensive competition by both local and international actors. In this dynamic environment, the successful launch of Sarbec's new 'Femme Nature' line of cosmetics was crucial for the company's further development. A complete new marketing strategy for Sarbec's brands in the Czech Republic was deemed necessary to achieve the objectives of higher profits and more visibility. The objective of this case study is to illustrate the importance and application of several key concepts and processes in international marketing, including: (1) the internationalisation of SMEs; (2) building international competitiveness; and (3) designing a global marketing program. The case is part of a series of 3 cases dealing with international development of Sarbec Cosmetics, each illustrating several types of difficulties and questioning about the possible actions that can be taken in different foreign countries. It is accompanied by a companion website providing complementary videos, data and documents.

Type: Case Study
Date: le 01/02/2010

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