2017 XLRI JAMSHEDPUR Page 1

COMPANY: DUDLEY
1. Understanding the industry
a. Who are the clients main competitors?
i. Carols daughter
ii. Obian Naturals
iii. Miss Jessies
b. How my clients product & pricing differ from the competitors?
i. Dudleys - Offers hair care men & women, cosmetics, skin care-men & women,
Pricing: shampoo-12.50; foundation-18.95; cleansers-13.95
ii. Miss Jessies - Offers hair care, Pricing: conditioner-11.00
iii. Carols daughter - Offers hair care; body care; skin care, Pricing: shampoo-10-20;
body wash-10; face wash-8-12.
c. SWOT Analysis
i. Strengths:
Been in business for over 49 years
Their values (hard work, dedication and persistence) proven through their
history and the development of their business
The Q in the logo stands for quality
They offer over 400 products
Provide an exclusive line of products for the Professional to resell to their
clientele
They made their own products
They dont use an intermediary they sell their products directly to their
costumers
They have local Market in USA and they distribute in 9 others countries
They sell more than just a product; they help their client to improve their
business.
ii. Weaknesses:
There is a need to refresh the brand
There is not a lot of exposure on social media or social networks
iii. Opportunity:
The demand for multicultural beauty products has grown as a result of
expanding middle classes in emerging markets.
The growing ethnic population
iv. Threats:
The growth of competition
Expansion of product offerings
d. Their Costumers are beauty professionals (B to B) in the USA:
i. Beauty salons
ii. Cosmetologists
iii. Barbers shops
iv. Beauty and barber schools

2. Promising market: United Kingdom

The ethnic population has increased significantly in recent years and is expected to increase by 20-
30% by 2050. This means that the market for multicultural beauty products will grow and demand
will increase. In this new market, Dudley beauty corporation could be expanding his market and
increasing its sales.
Globally, the Afro-Caribbean hair care market is valued at $684 million (427 million), estimated
to rise to approximately $760 million (475 million) by 2017.
For the moment its a niche market but with a huge demand for ethnic products to suit the unique
hair and beauty needs in the UK, It could be a good opportunity to choose this country. With Afro-

Consumer Behaviour | Section B | Group 1

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Caribbean women reported to spend six times more than other ethnicities surely there should be
more investment by companies in this market. The Afro-Caribbean hair care market is lucrative.

a. Trade Regulations:
Dudley has a limited line of cosmetics and in the European Union exports must adhere to
the following regulations from the European Commission:
-all products must be registered in the Cosmetics Products Notification Portal
-there is a ban on animal testing
-EU countries are responsible for monitoring the market at the national level

b. Marketing/Promotion Strategy:
Due to the fierce competition in UK, companies must dedicate a significant amount of
resources to marketing and promotional efforts. In order to catch the attention of
consumers, the product must display its innovative qualities and have very unique
packaging in order to stand out from other similar products.

3. Mode of Entry
a. Alliance with local partners

Consumer Behaviour | Section B | Group 1