Market Potential Analysis – A study of the Cosmetics Industry in the ABC Islands
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.
Internationalization, market selection, market potential and
development, entry mode, cosmetics products, Aruba, Bonaire,
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