Marketing plan for the Siberia organic cosmetics, страница 7

Table 2. GRID-analysis

SWOT-analysis

As a result of the situation analysis we have conducted a SWOT-analysis in order to organize all the information from the analysis of the company, customer, competitor, and external market environment. 

Basing on our findings from the initial SWOT-analysis we also have conducted an advanced SWOT-analysis and evaluated a range of possible strategies.

W2T5 Development of efficient (fast, low-cost) distribution channels. W3W4T4 Improvement of brand awareness and investment in promotion in order to create a sustainable competitive advantage over European  rivals.

S1S5S6T1T2 Development of production facilities and cultivation of components in UK. S2S5T3 Continuous improvement of product quality according to the health care standards of UK.

W3W5O2 Reinforcement of the brand on the UK market through active promotion within ‘green’ trends. W501 Satisfaction of the demand through extension of production capacities. W6O3 Launch of the men’s product line.

S2S3O1O3 Fast expansion and gaining competitive advantage on the UK market. S1S4O2 Gaining competitive advantage through active positioning of ‘Siberia’ as truly natural product line. S5O4 Increasing quality of products by development of technologies increasing shelf life.

Marketing strategy

Consequently, basing on the situation analysis we have come up with the following marketing strategy on the United Kingdom natural cosmetics market:

Fast expansion and gaining a sustainable competitive advantage over existent and potential rivals on the UK market by:

•  Reinforcement of the brand and active promotion on the UK market through the emphasis on 100% natural ingredients and  competitive prices

•  Development of efficient distribution channels and technologies prolonging  shelf-life of products

•  Extension of production capacities and launch of the men’s product line

Marketing-mix

Product description

Siberia– natural organic dermo-cosmetics  produced in Russia containing 100% natural botanic ingredients from Altay, Baikal, Ural (without chemical additives), coupled with appropriate packaging to keep products fresh.

There are a lot of natural ingredients which are used in our cosmetics (propolis, breach leaves, bird cherry, blackcurrants and cowberries).