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ground

Hair strengthening is a generic term for the creation of healthy hair, both in appearance and make-up. Hair strengthening products are easily available from supermarkets and specially developed for all types of hairs. These products come in oil, cream and even through food intakes. Further, hair strengthening products are an integral part of any solid hair growing regimen. As such, these products aid the hair in withstanding day-to-day damage and breakage so that hair realizes great potential over time.

The purpose of this upcoming project is to evaluate both the UK and South African market to determine which country would be best to export a new hair strengthening product called Sinew Hair Cream. Sinew Inc is a fictional Canadian based company that specialises in creams, its best selling cream being Sinew Hair Strengthening cream. This cream can be used for recovering from hair loss and to generally alter ones hair texture and tone over a period of time (if used in large quantities). However the latter function will serve as the focus selling point to the two foreign markets that have been selected- UK and South Africa.

A substantial amount of international research needs to be taken, in order to evaluate possible entry barriers such as trade regulations, cultural perception, local competition and political instability. The latter is necessary to determine the risks associated with entering these markets and how these potential risks could affect profitability of this product.

Research Objective

In exporting hair strengthening products, there are four phases. In the first phase, there is a need for internal and external analyses and business strategy and internationalization. In the second phase, there is a need for country analysis and selection, value chain and supply chain set-up and export market strategy and entry modes.Basically, the research is eyeing the UK and the South African markets. . In the third phase, marketing mix and competitive positioning, logistics and organization and financial plan are the things need be considered. In the last phase, there are needs for customer relationship management and sales implementation plan and supply chain management plan.

The overall objective of this venture is to maximize profit and improve cash flow by exporting Sinew Hair Strengthening Cream to these markets. Both markets are suitable for this venture as they are both heavily populated, show favouritism towards hair care and are composed of different demographics, hence making it possible to charge different prices to different market segments. Therefore there is need to derive as much information about the market potential in both countries to determine which country is safest to export and thus, which country will have the most fruitful outcome. By using the PESTE analysis it is easier to examine the market potential by looking at the external factors for each country. The PESTE analysis will entail political, economical, socio-cultural, technological and ecological and also legal factors that could positively or negatively affect the ability to export the Sinew Hair Cream to UK and South Africa. Also certain issues and questions can be addressed in order to plan the most appropriate method of entry into these markets. This will also aide in determining the likelihood of obtaining success in these markets.