INTRODUCTION

• With over 2500 locations in the UK, Ireland, and

Thailand, Boots UK is a significant pharmacy,
health, and beauty retailer company. Boots UK
has been owned by the Walgreens Boots
Alliance since 1849.
• It has also established a strong online presence
with an e-commerce website that gives
customers even more options for health care
products and services.(Pharmacy at home
2020)
• In this presentation , we will describe the risk
and opportunity for cosmetics and skin-care
products of Boots company in a new country
like Bangladesh by analysing CAGE model.
 CAGE FRAMEWORK
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CULTURE OPPORTUNITY
Consumer preferences and Norm
Cultural Exchange

CULTURE CHALLENGES
Beliefs
Language
Communication Styles
Religion
ADMINISTRATIVE
Challenges
Import Regulations
Licensing and Permits

Opportunity
Strategic Partnerships
Government support
GEOGRAPHICAL OPPORTUNITY
E-Commerce
Local Sourcing

GEOGRAPHICAL CHALLENGES
Supply Chain Disruptions
Climate and Storage
ECONOMIC OPPORTUNITY
Partnership
Population
GDP

ECONOMIC CHALLENGES
Price
Market Competitors
Power/Electricity (Reuters (2023)
 SUMMARY OF KEY FINDINGS
Boots has an opportunity to tap into the growing demand
for ethical and natural beauty products in Bangladesh,
offering unique products aligned with local preferences.
Establishing strong distribution channels and partnerships
with local retailers will be critical to navigate administrative
complexities and ensure smooth market entry.
Boots' e-commerce platform can serve as a key advantage,
providing access to consumers in diverse locations
throughout Bangladesh.
Entering the premium segment may allow Boots to attract
affluent consumers willing to invest in high-quality
skincare and beauty products.
Cultural adaptation and sensitivity are paramount to
building brand trust and resonance with the Bangladeshi
audience.
SOLUTION TO THE CHALLENGES
Conduct Cultural Awareness Training
Obtain Halal Certification
Collaborate with Local Influencers
Partner with Local Distributors
Seek Legal Consultation
Local Sourcing
Implement Robust Inventory Management
Product Diversification
Offer Bundles and Promotions
OVERALL STRATEGY
Soft Launch for Testing and Feedback
Leverage Online Platform for Targeted Marketing
Collaborate with Local Beauty Influencers
Prioritize Customer Service Excellence
RECOMMENDATIONS:
Conduct in-depth market research to understand consumer preferences,
skincare rituals, and trends in Bangladesh's beauty market.
Partner with local distributors or retailers to expedite administrative processes
and enhance market penetration.
Customize product offerings to align with Halal standards and cultural beliefs,
showcasing a commitment to local values.
Leverage Boots' e-commerce platform to reach a wider audience and offer
convenient access to products.
Consider introducing a range of products at different price points to cater to
diverse consumer segments.
 CONCLUSION
The CAGE model analysis reveals that while Boots' cosmetics and
skincare products face certain challenges in entering the
Bangladesh market, there are also significant opportunities for
success. Understanding and adapting to the local cultural
beliefs, religious sensitivities, and consumer preferences will be
crucial. Collaborating with local partners, obtaining necessary
certifications, and streamlining administrative processes will
help overcome barriers. Leveraging the established e-commerce
platform, offering diverse product ranges, and implementing
strategic pricing strategies will enhance market penetration. By
carefully addressing these factors, Boots can position itself for a
successful and sustainable entry into the Bangladesh market,
capturing the growing demand for cosmetics and skincare
products in the region.
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