My team and I decided to do our research on the South Korean beauty industry since that is one of the largest marketplaces for that particular industry. Before we could go into the beauty sector, we needed to learn more about the country itself. We did our research on:

• The History and Geographic Overview of South Korea

• The Economic Environment

• Population Trends

• The culture (Religion, Societal Norms, Traditions, etc.)

• Political environment

• tRANSPORTATION

• Availability of Utilities & Communication Systems

Once we’ve conducted our research with the Country’s overview, we moved our research to the country’s beauty industry. We did our research on:

• K-Beauty Retail Industry: Size & Growth

• The Target Consumers

• Competitors

• Industry Drivers

• Industry Challenges

• Succsessful marketing strategies used in the K-beauty industry

After we condusted our research on South Korea and its beauty industry, We chose a promenient beauty brand (Sephora) in the US that has inflitrated the beauty retail market in south Korea, but ulitmately did not do as successful as it has done in the states. We did some reaserch on the brand and looked into the marketing strategies they used for their US stores and the stores in South Korea.

We saw that their most constant marketing strategy that was used for both their US and South korean stores were the Teach, Inspire, and Play (T.I.P.) Strategy. We looked deeper into their strategy to see what gaps werent filled when they began to enter into South Koread’s beauty marketplace in 2019.

As we dug deeper, our plan to make a better marketing strategy for sephora was to keep the good elements and emphasize them, then to take out the bad and fill in the gaps with other marketing techniques. The main idea around our marketing plan for Sephora was adaptablity which was one of the main things they lacked.

The work done was easily broken up between my team and I but I took the innitiative to create the slide deck. When creating the slides, I wanted it to be something that could relfect the type of country that we were doing our project on and also still have that flare that would set us apart from tHE other projectS. I chose a simple color them for the slide decks because I wanted the color from graphics we used to be emphaized because during my research, I learned how colorful and vibrant south korea is. I also did’nt want to have too much going on that it would take away the attention from the content.