Abstract
Enterprise Ireland, positioned in the cosmetics field, is willing to enter an international market. With 15% of annual growth in the global market, China becomes more and more attractive for businesses all around the world. In Europe, the attractiveness is intensified by the amount of trade exchange between both parts of the planet that has soared since 1987. To internationalize products or brand is not an easy game, whatever the country it concerns. Indeed, several criteria have to be taken into account such as the country's economy, politics and laws, culture and social aspect and so on. In China, difficulties are multiplied due to the political risks and business methods that lean a lot on the social network. Then, to succeed in its globalization trial and profit from the Asian euphoria, the cosmetics firm seeks to get a complete framework.
It will firstly include a complete research on the market characteristic of the global Chinese market and the cosmetic market, secondly the explanations of two market entry strategies with an option for the most suitable one, and finally key organizations in terms of distribution and logistics.
