STRATEGIES AND RESOURCES
INTRODUCTION
This research study of LUSH will be presenting an analysis of the strategies it uses to operate
internationally and the reasons for using them. It will include a review of its products
portfolio, and an explanation of how its products and processes have to be adapted for the
international market. A consideration of all relevant and influencing factors that may impact
on LUSH decisions taken in respect of changes to the product portfolio for the international
market. Finally, the research study will include an evaluation of the success of LUSH
strategies and how effectively its resources are being used.
P8/Explain how products and processes have to be adapted for international markets by a selected business.
LUSH PROCESSES
The processes that LUSH conduct vary from country to country as they must research large
amount of information in order to get to know the new market they are entering. LUSH is
known for using globalisation as they sell the same products abroad as sold in their
domestic market. Due to the different customer needs, behaviour patterns and economic
situation of the new market, LUSH must research the cultural differences of that country to
provide additional value to those local customers.
Internal processes
Prices might change from the UK prices as countries have different economies, LUSH must
study the economy of the country they are interested to trade in order to price their
products at a reasonable price for the customers of the new market as well as gaining a
profitability from those sales. The main objectives of LUSH when it comes to expand are to
engage with the customers and being brand awareness. Therefore, they use social media as
a strategy for advertising, and this would allow them to meet their objectives. By using
social media LUSH share their content so that customers create across the brand social
channels and web pages, LUSH automatically aligns itself with the users who created that
content.
The costs of the products of LUSH may vary depending on the country due the import
products. In addition, most of the costs of the products are packaging, shipping, advertising,
manufacturing overhead and more. In addition, the company develops recipes for its
products and produce them manually to deliver them to all their outlets across the globe,
using a few of preservatives, packaging and vegetarian ingredients.
External processes
Some businesses opt for translate their brand name for the local language of the country
they are operating in, but LUSH has not used this strategy before and has proved to be
successful since their brand name is short, easy and unique to remember.
The customers need quality bath products for their skin and more customers are opting for
natural/organic products as they have a good reaction towards our skin. In addition, people
, are becoming more aware about animal testing by choosing vegan or vegetarian products
that were not tested on animals. LUSH meets these customers expectations when they
expand by providing same quality products in each country they trade. Also, LUSH is well
known for their fresh handmade quality, products with no preservatives and less packaging.
This contributed to LUSH’s reputation, and it is allowing them to become more
approachable to the markets they are entering.
PRODUCT PORTFOLIO
As LUSH use globalisation they sell the same quality products in all their
outlets worldwide. Therefore, they do not have to change their products
when they expand to another market as their products are eco-friendly
and vegan for the use in skin care, because of this many people chose
these products as they are organic and substantiable. However, some
products are more sold than in another markets. For instance, the products that are most
sold in United Stated and the UK are bath bombs such as the “Intergalactic bath bomb”
while in Japan the products most sold are facial treatment products such as the facial wash
“The kindness of an angel”. By knowing this, LUSH develop more different products for facial
treatment to deliver to Japan as they are the most demanded products.
This is an example of how LUSH develop and introduce more products to suit international
markets and customers, otherwise they would not be very successful in the market because
they would not be satisfying the customers’ needs and wants. LUSH not
only has to develop more products to meet the cultural differences, but
also taking advantage of the production of the products. Each country has
different raw materials, fruits, plants, etc. LUSH takes this advantage by
using these materials to create exclusive products that will only be found
in the market in that specific country. This is an act to provide customers
with products that are created with materials that they are familiar with. For example, LUSH
Shinjuku which is the largest store located in Asia, Japan with four floors and offering over
600 exclusive products. One of their most exclusive products that can be found in the store
is the lip scrub “Matcha cake” due Japanese people consume a lot of matcha in their daily
life.
Skin care for male has also growth by the years becoming more popular in
these days. When seeing this growth in the market LUSH decided to
introduce products for the male care. They have been creating and
introducing products such as masks, moisturises, soaps, shampoo and beard
care creams.
Furthermore, not all products of LUSH are vegan. They are 100% vegetarian
and 95% vegan; this is because the use of honey and lanolin in a few of their
products. This is why they show the vegan category in their
INTRODUCTION
This research study of LUSH will be presenting an analysis of the strategies it uses to operate
internationally and the reasons for using them. It will include a review of its products
portfolio, and an explanation of how its products and processes have to be adapted for the
international market. A consideration of all relevant and influencing factors that may impact
on LUSH decisions taken in respect of changes to the product portfolio for the international
market. Finally, the research study will include an evaluation of the success of LUSH
strategies and how effectively its resources are being used.
P8/Explain how products and processes have to be adapted for international markets by a selected business.
LUSH PROCESSES
The processes that LUSH conduct vary from country to country as they must research large
amount of information in order to get to know the new market they are entering. LUSH is
known for using globalisation as they sell the same products abroad as sold in their
domestic market. Due to the different customer needs, behaviour patterns and economic
situation of the new market, LUSH must research the cultural differences of that country to
provide additional value to those local customers.
Internal processes
Prices might change from the UK prices as countries have different economies, LUSH must
study the economy of the country they are interested to trade in order to price their
products at a reasonable price for the customers of the new market as well as gaining a
profitability from those sales. The main objectives of LUSH when it comes to expand are to
engage with the customers and being brand awareness. Therefore, they use social media as
a strategy for advertising, and this would allow them to meet their objectives. By using
social media LUSH share their content so that customers create across the brand social
channels and web pages, LUSH automatically aligns itself with the users who created that
content.
The costs of the products of LUSH may vary depending on the country due the import
products. In addition, most of the costs of the products are packaging, shipping, advertising,
manufacturing overhead and more. In addition, the company develops recipes for its
products and produce them manually to deliver them to all their outlets across the globe,
using a few of preservatives, packaging and vegetarian ingredients.
External processes
Some businesses opt for translate their brand name for the local language of the country
they are operating in, but LUSH has not used this strategy before and has proved to be
successful since their brand name is short, easy and unique to remember.
The customers need quality bath products for their skin and more customers are opting for
natural/organic products as they have a good reaction towards our skin. In addition, people
, are becoming more aware about animal testing by choosing vegan or vegetarian products
that were not tested on animals. LUSH meets these customers expectations when they
expand by providing same quality products in each country they trade. Also, LUSH is well
known for their fresh handmade quality, products with no preservatives and less packaging.
This contributed to LUSH’s reputation, and it is allowing them to become more
approachable to the markets they are entering.
PRODUCT PORTFOLIO
As LUSH use globalisation they sell the same quality products in all their
outlets worldwide. Therefore, they do not have to change their products
when they expand to another market as their products are eco-friendly
and vegan for the use in skin care, because of this many people chose
these products as they are organic and substantiable. However, some
products are more sold than in another markets. For instance, the products that are most
sold in United Stated and the UK are bath bombs such as the “Intergalactic bath bomb”
while in Japan the products most sold are facial treatment products such as the facial wash
“The kindness of an angel”. By knowing this, LUSH develop more different products for facial
treatment to deliver to Japan as they are the most demanded products.
This is an example of how LUSH develop and introduce more products to suit international
markets and customers, otherwise they would not be very successful in the market because
they would not be satisfying the customers’ needs and wants. LUSH not
only has to develop more products to meet the cultural differences, but
also taking advantage of the production of the products. Each country has
different raw materials, fruits, plants, etc. LUSH takes this advantage by
using these materials to create exclusive products that will only be found
in the market in that specific country. This is an act to provide customers
with products that are created with materials that they are familiar with. For example, LUSH
Shinjuku which is the largest store located in Asia, Japan with four floors and offering over
600 exclusive products. One of their most exclusive products that can be found in the store
is the lip scrub “Matcha cake” due Japanese people consume a lot of matcha in their daily
life.
Skin care for male has also growth by the years becoming more popular in
these days. When seeing this growth in the market LUSH decided to
introduce products for the male care. They have been creating and
introducing products such as masks, moisturises, soaps, shampoo and beard
care creams.
Furthermore, not all products of LUSH are vegan. They are 100% vegetarian
and 95% vegan; this is because the use of honey and lanolin in a few of their
products. This is why they show the vegan category in their
