Micro-environment analysis: industry development, consumption patterns, consumer characteristics and segmentation
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Micro-environment analysis: industry development, consumption patterns, consumer characteristics and segmentation

Case Cosmetics Giants Segment the Global Cosmetics Markets7-2 points out two discerning trends for cosmetics products in China. First, the cosmetics products for women in China is saturated and competitive, especially in the first-tier cities. Second, in contrast, skin-care products for men are under-developed yet witnessing a growing trend, especially in the markets outside the first-tier cities, i.e., in the second-, third-tier cities. These trends have caught the attention of L’Oréal, who has already marketed its men’s line of skin care products Men Expert in the first-tier cities. Now L’Oréal wants to expand its coverage of Men Expert to second-tier cities in China, starting in the city of Nanjing in Jiangsu Province. Please perform the micro-market analyses for the men’s skin care products in Nanjing, including: 7-17-1. Micro-environment analysis: industry development, consumption patterns, consumer characteristics and segmentation, competition (direct or indirect competitors by name) 7-17-2. Target market segment(s), and profile (demo-psychographics and lifestyles, etc.) 7-17-3. Summary of the above section and tentative conclusions about the market potential and opportunities with respect to the target market segment​

 

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