Lumene's Entry into the Australian Market

Abstract

This thesis investigates Lumene’s market entry potential within the Australian skincare sector, focusing on sustainable positioning as a competitive advantage. The research examines Lumene’s current brand identity and market alignment, emphasizing the appeal of its sustainability practices and Arctic ingredients to Australian consumers.

The findings reveal significant opportunities for Lumene to differentiate itself within a market increasingly focused on environmentally responsible products. A detailed competitor analysis further highlights Lumene’s potential to meet demand in the mid- price, high-sustainability segment, targeting consumers who prioritize quality and eco- consciousness. The thesis concludes with a proposed market entry strategy, supported by a tailored marketing mix and risk assessment, and offers recommendations for Lumene’s brand positioning in Australia.