BSBMKG603 7

 Revised Briefing Report

Briefing Report
 
NatureCare Products
Marketing Briefing Report

Introduction
NatureCare Products is based in Brisbane, Queensland Australia. The company
manufactures and retails eco-friendly, high quality beauty skin care products. The
Business was established in 2011 to cater for a perceived demand for skin products
that contain eco-friendly and natural ingredients. There is also an emphasis on eco-
friendly packaging.

Body
Overall business objectives
The company’s strategic business objectives are:
 To be well led, high performing, profitable and accountable
 Supply high quality products to meet customer needs and aspirations
 Continue building deeper customer relationships
 Attract, engage and develop the best staff
 
Strategic Marketing Objectives
 Increase the number of people who make a purchase while visiting the online
store by 20%.
 Increase the number of retail outlets selling NatureCare Products by 150.
 To increase product awareness amongst the target market by 20%.
 To increase market share to 15%.
 To expand into at least one international market.
 To identify new products and new markets.
 To attain annual growth of at least 10% over the next three years.

External factors impacting on the company including:

 Current economic conditions
Domestic economic conditions improved during 2017, supported by low
interest rates and continued strength in the global economy. Mining activity
added to growth, as did private non-mining business investment and spending
on public infrastructure. In contrast, consumption grew only modestly,
weighed down by slow income growth. Household income growth was weak
despite rapid employment growth and a decline in the unemployment rate,
because growth in average wages has remained low.

 
 Industry trends and market changes
 The latest research predicts that the natural and organic beauty market will
reach $22 billion in sales by 2024. This is based on a continual annual growth
rate of 8-10% which the industry has proven to be able to maintain over the
last several years. If the market does reach this projected point, sales will
have doubled over the course of 8 years. This is great news for established
natural cosmetic brands, 
 
The Organic Cosmetics and Toiletries Distributors industry has grown significantly
over the past five years. Over the period, consumers have become increasingly
aware of the health benefits of using organic products (such as cosmetics and
toiletries) over traditional non-organic products. This has boosted demand for
industry products from retailers and consumers. Strong revenue growth during the
period can also be attributed to rising interest in foreign organic products.
 
 Social trends and impact on the demand for NatureCare Products
Organic product is much more mainstream now. More people are looking it
and Demand  for organic just keeps going up.That would be good for
NatureCare as we sell organic products.
Regarding market trends, health warnings, environmental concerns, ethical
concerns, therapy awareness and organic attitudes have all contributed to the
growth in popularity of natural-based personal care products.  It is predicated that
natural/organic skincare, hair care and cosmetics sales will continue to grow strongly
in the retail sector. Cosmetics in general are also still growing strongly.
 

 Competition
The cosmetic industry has continued to record a significant strong growth over the
years and emerged as one of the industries holding the highest potential for further
development and growth. The increased awareness regarding on the quality beauty
products, treatments, and glooming has rapidly boosted the cosmetics industries
worldwide.Due to increase in the demand of the cosmetics products has resulted to
increase in the global competition. The cosmetic industries are becoming very
innovative and creative in providing unique quality products in the market to earn an
advantage over the competitors. 
Highly competitive, competitors include players with large market share e.g. Body
Shop, Jurlique.