Individual Written Report

LUSH – Fresh Handmade Cosmetics

International Marketing
School of Business
2019 - 2020
Level 7

Student:

Contents
Introduction.................................................................................................................................................... 3
The expansion of LUSH cosmetics to the US Market ................................................................................... 3
Conclusion..................................................................................................................................................... 3
References .................................................................................................................................................... 3
Introduction
Lush Fresh Handmade Cosmetics (hereafter LUSH) is a well-known company operating
worldwide. Our group decided to analyse this company because of its very notable growth in the
international level. Were its unique core competencies that draw our attention by encouraging us
to go further on and try to understand key success factors on the international scale.

Established in 1995, LUSH Cosmetics decided to concentrate on its core values and

Following the quick presentation on LUSH cosmetics, I will elaborate the experience of this
company in a big market such as North America. The aim in studying this market is to explore
different aspects of its internationalization, its transferability of core competencies and key
success factors. To conclude I will try to appraise some of the forward strategies that H-D might
follow in order to grow and gain competitive advantage or even just be profitable and keep its
image and brand alive.

The expansion of LUSH cosmetics to the US Market

The introduction of Lush in the Northern America came almost 1 year after its opening due to
the interest that Mark and Karen Wolverton sh
Later on in 2002 they opened the first shop in the United States. At the mome t
The main points of the report should be:
1. Key factors that were critical to the successful foreign market entry
2. Financial performance within the host country
3. Key factors to be analysed : competitive advantage and their transferability to the host
country
Company’s competitive strengths / core competencies
Company’s attractiveness factors of the relevant foreign market
4. External factors in the us market
5. Identify competitors and discuss their competitiveness/ability to compete
6. Marketing environment in the USA and discuss how your focal company as able to
establish it business there and compete with the favourable conditions of the host
market.
7. Pay attentions to international marketing strategy
8. Its business beyond the boundaries of the domestic market

Conclusion
After examining resources and capabilities, evaluating strengths, weaknesses, threats and
opportunities, I listed different forward strategies from which I suggested to concentrate in the
performance motorcycle segment because I believe that there is still space for international
growth in different segments.
Actually, due to high competitive environment and inferiority of H-D with respect to resources and
capabilities, the international arena is dynamic and difficult. In order to win this challenge, H-D
needs to adopt quickly to the changes of the environment by diversification and differentiation
strategies. They already starting exploring different segments of the international market such as
women segment, Asian and Latin America developing market, etc. Up to know we could analyse
the presence and performance of H-D but it remains to see what will be the future challenges in
the international market.

References
Harley Davidson, Inc (2012) Robert M. Grant.