The Eszter Hangos Cosmetic Studio: Finding the Right Strategy to Marketing

DOI

10.2991/assehr.k.211011.074How to use a DOI?

Keywords

SWOT, mission&vision, macro&microenvironment, marketing strategy, alliances, organizational analysis

Abstract

A right marketing strategy is significant since the success of marketing is closely related to the survival interests of enterprises. Customer needs are the starting point of marketing, and meeting customer needs is the ultimate goal of marketing. In the 21st century, enterprises are facing with severe challenges due to COVID-19. How to survive in the cruel economic environment and achieve a better financial situation? The role of marketing is important, which marketers need to consider the features of new products or services, determine the prices, where to sell their products or services, and how much to spend on advertising, sales, Internet, etc. Thus, this paper is going to review a case study and find the right approach to promotion and marketing for the case character, aiming at helping her cosmetic studio to be more profitable and competitive in the future. We will first have an analysis of SWOT of the studio, mission & vision and the macro and microenvironment, following by marketing strategy, alliances and organizational analysis.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Manyiu Lee
AU  - Xi Zhou
AU  - Runzi Liu
PY  - 2021
DA  - 2021/10/12
TI  - The Eszter Hangos Cosmetic Studio: Finding the Right Strategy to Marketing
BT  - Proceedings of the 2021 6th International Conference on Modern Management and Education Technology（MMET 2021）
PB  - Atlantis Press
SP  - 409
EP  - 413
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211011.074
DO  - 10.2991/assehr.k.211011.074
ID  - Lee2021
ER  -