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Executive Summary The purpose of this document is to analyse the situation of Himalaya Herbals of Oregon and provide forecasts for future market and product innovations We have developed organisational goals and objectives which stem from their back to basics philosophies After evaluating the strengths weaknesses opportunities and threats we found that competition was the single biggest threat to Himalaya Herbalss success both nationally and internationally We concluded that Himalaya Herbals must undertake an intensive advertising campaign to promote brand awareness gain a greater market share propel the image of its products and elevate itself towards a more sophisticated level Followed up by a number of control procedures and marketing research this would ensure the desired image and sales are achieved Situational Analysis Internal Analysis Himalaya Herbals is one of Australias leading skincare and cosmetics retailers The corporate culture is one that reflects commitment to the environment and has been described as being in harmony with ideologies and environmental issues of the 1900s Current objectives include establishing the company as a determinant force in the Natural Beauty industry providing environmentally-friendly products sensibly packaged from recycled materials and free from animal testing Stated future aims are to achieve further growth of 56 National stores to 70 23 concept bars to 45 70 international outlets to 150-200 Finance is limited in Australia Capital is currently injected from franchise operations It is important to finance from Australia so that the company continues its Australian owned and made uniqueness External Analysis Customers of Himalaya Herbals span the 12-60 age bracket From this three main market segments exist Women aged between 20-27 years Women between 12-20 years The mature male segment Economic Environment The present economic conditions are promising they are characterised by Low interest rates increase the discretionary income consumers and their ability to buy non necessity products Consumer confidence is strong due to the strong economy therefore consumers will be more
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