Herborist:A Chinese Personal Care Brand Goes Abroad

According to the case study of Herborist, to choose one target country to entry and develop. Both the existing or new country is fine.

The Individual report word limit is 2000 excluding reference, please through detail research of this brand and establish market to clarify the detail strategy as follows.
Herborist:A Chinese Personal Care Brand Goes Abroad

Herborist has gained entry into both Asian and European markets. What’s the next step forward? Should it focus on Asia, Europe or continue to open other continental markets? You are hired by Herborist to assist planning their global expansion. Your task is to research on possible choices and suggest:

• Background of running situation of Herborist, and chosen country introduction. The traditional herbal medicine skin care as the distinct competitive power. Analyzing why the target country which Herborist should prioritise (systematic comparison between countries are expected and justification of target country as a potential market)
• The entry mode into the suggested country
• Growth strategy in the designated country
• Market strategy and sales networks in the country
(Maybe through Marketing objective, Marketing segmentation, Positioning strategy. Like Marketing mix strategy, Service marketing, Celebrity strategy or any other related.)
• How to implement the suggested strategies (i.e. organisation structure, HR, corporate culture)
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