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Distributor Request letter

To
Distribution Manager
Makeup Revolution London
Subject: Application for distributorship in Turkey
Dear Sir/Madam,
I am writing this letter to notify you that my company ADVO limited is willing to gain distributorship
of your products in Turkey. Our company has a firm market position in Turkey from past seven years, so
we have sufficient knowledge of the market condition and consumer demand in the country.
I have attached all documents related to our company and our achievements with the letter for
your review. I have a team of highly trained and experienced professionals who are working hard to
maintain the sales throughout the year. Therefore, I can assure you that our company will provide best
services and assistance to help you to resell the products in Turkey.
A short marketing proposal plan is also attached to this letter, which will give you a brief idea of
the cosmetics market in Turkey now. For any further information, do contact me on
advogultekin@hotmail.com or 00447472950165.
Sincerely, Date:
(Name of Manager)
ADVO Limited
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Introduction
The Marketing proposal plan will focus on the strategies and methods; makeup Revolution London can
adopt along with ADVO Limited.

Industry report and analysis


According to (Euromonitor International 2012), the value of the cosmetic market in Turkey grew 12% in
2014. A chart is mentioned below to exhibit export and import data of cosmetics products in Turkey.
Chart1: Export and Import report of cosmetic in Turkey
(Source: Euromonitor International 2012)

Consumer behavior
Turkish health Ministry stated that consumers in Turkey spent nearly $4 billion on cosmetics products
every year. The amount had increased by $1 million in the year of 2014 and became 5$ (Junaid et al.
2015).

Market Segmentation
Market segmentation in Turkey is Geographical Segmentation, Psychographic segmentation, and
Behavioral segmentation. Makeup Revolution London can target consumers according to their
geographic location and demand.

SWOT analysis
Figure1: SWOT Analysis
(Source: Ayub et al. 2013)
The main weakness of Cosmetic market in Turkey is it totally depends on the economic growth of the
country. Because of steady economic growth, the cosmetic market had great opportunities but now the
market is slowing down and as Turkey’s GDP came down to 2.9% in 2014 (ÖniÅŸ and Kutlay 2015). It is
also the main threat to the cosmetic industry along with fierce competition.

Strategy to promote cosmetics product


Some strategies to exhibit a cosmetic product in Turkish market are,

 Establishing a partnership with someone who is already familiar with the market
 Joining hands with local partners
 Building trust among the consumers
 Developing women business network
 Developing a firm social network presence

Competition
Leading cosmetic companies is Turkey are Procter and Gamble, Avon, L'Oreal, and Unilever. Therefore,
competition is huge.

Opportunities
In spite of fierce competition among the cosmetic companies in Turkey, there is another fact, which states
that international brands of cosmetics are dominating the beauty and personal care market in Turkey with
75% market share (Business 2012).

Risks
Entering the cosmetic market of Turkey can be considered as risky at this moment. The economy is
falling so people are not showing same interest towards the products. Besides, some international brands
are already present in the market.

Conclusion
In spite of having some risks, it is clear that Turkey cosmetic market has an enormous opportunity for
new entrees. Proper marketing strategy can help an organization to achieve a secure place in the Turkey
market.

References
Ayub, A., Razzaq, A., Aslam, M.S. and Iftekhar, H., 2013. A conceptual framework on evaluating SWOT
analysis as the mediator in strategic marketing planning through marketing intelligence. European Journal
of Business and Social Sciences, 2(1), pp.91-98.
Business, D., 2012. Measuring business regulations. Economy Profile. Turkey.
Euromonitor International, 2012. International Marketing Data and Statistics 2013. Euromonitor
International Limited.
Junaid, A.B., Nasreen, R., Siddiqui, M.J. and Ahmed, W., 2015. A Comparative Analysis of Male and
Female Consumer Behaviour Factors for their Cosmeceutical Products Types. Journal of Accounting &
Marketing,2015.
ÖniÅŸ, Z., and Kutlay, M., 2015. The Dynamics of Emerging Middle Power Influence in Regional and
Global Governance