Essay Bringing Anessa Sun Care Products
A. Target Country Overview: Thailand is the second-largest economy in Southeast Asia, with a GDP of around $395 billion in 2015 (The World Bank, 2016). Although the income inequality in Thailand is higher than the global standards, a growing Thai middle class and a rising disposable income per Thai are expected to enhance the country’s total purchase power (Euromonitor Int., 2016, June 10).
B. Brand Description: Anessa is the mid-priced subsidiary of Shiseido, which is a world-famous Japanese cosmetic company and is one of the best cosmetic sellers in Thailand (Shiseido Group, 2015, December 31). Anessa specialized in sun care and its products are varied by formats, SPF level, additional benefits, as well as skin type and texture (Shiseido Group, n.d.).
C. Why Thailand: The potential customer demand for Anessa’s sun protections can be attributed to Thailand’s hot climate and other geographic factors. Pair them with Thailand’s rising awareness over the harm of UVA and UVB rays of the sun, and its increasing fascination towards premium skin care brands as well as sunscreen-specialized brands, and then we can easily perceive the likelihood for profitability of Anessa.
II. Conclusion: Thailand’s Market holds the greatest potential for Anessa sun care products to flourish.
A. Thai consumers’ increasing health consciousness of the danger of sun exposure provides the opportunity for sun care market to expand.