Adapation of a French brand to the Chinese market : Case study: Sephora
Fang, Yuan (2008)
All rights reserved
Julkaisun pysyvä osoite on
This study was carried out in order to understand how a French brand kept its image and adapted its strategy in the Chinese market. As there were too many big companies did business in the Asian market, but it was not that easy because of the big difference between cultures. This study intended to point out the difference in strategy of Sephora in France and in China and how they gained more market share and kept its image at the same time. This research was divided into two phases, in a first time; secondary research material to build the theoretical part was gathered through different marketing research and strategy books and Internet documents in order to understand more about the product adaptation, business environment, marketing strategy and marketing plan to get a basis knowledge about all the elements should considered when adapting a brand to a foreign market. Secondly, an exploratory qualitative research was completed through the one personal interview and ten consumer satisfaction interviews to gather a real view of the current situation of Sephora in France and Sephora in China.