Market Potential Analysis – A study of the Cosmetics Industry in the ABC Islands

University essay from Högskolan i Jönköping/IHH, Marketing and Logistics; Högskolan i Jönköping/IHH, Marketing and Logistics





  The main aim of the research is to focus on the market potential of

the cosmetic brands in the market of Aruba, Bonaire and Curacao

(ABC islands). These islands are located in the Caribbean Sea in

front of the coast of South-America. Before starting to expand,

international companies first search for potential suitable markets to

invest in. This thesis attempts to find out if there is a potential

market for the cosmetic products of the companies on the ABCislands.



The purpose of the Master thesis is to find out if there is a potential

market for new cosmetic products on the ABC islands. To achieve

the purpose, the research addresses the market potential analysis. 


  The market of Aruba and Curacao offer a great number of potential

clients and a good future prospect. These findings are also

supported by research that was conducted in 2007 by the

Icongrouponline.  Majority of the consumers on the islands are

willing to try new professional cosmetics products. Additionally, the

tourism industry plays an important role when assessing the market

potential on these islands for professional cosmetics products. 

Key words:

  Internationalization, market selection, market potential and

development, entry mode, cosmetics products, Aruba, Bonaire,


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