Korean Makeup in the Mexican beauty industry: market penetration strategies and opportunities.
Gamez Delgado, Giovanna de Jesus (2023)
Gamez Delgado, Giovanna de Jesus
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060220866
https://urn.fi/URN:NBN:fi:amk-2023060220866
Tiivistelmä
This thesis is a research-based project for the International Business bachelor’s Degree Program at Haaga-Helia University of Applied Sciences developed on the topic of Korean cosmetics in the Mexican cosmetic industry. This thesis had an objective to identify the business opportunities that Korean cosmetic companies and Korean cosmetic distributors in Mexico may have in the Mexican cosmetic market by achieving a general and updated understanding of both industries and how they operate. Recommendations and information found through qualitative and quantitative research for these shareholders to appeal to and satisfy Mexican costumers, were included in this paper.
The research methods applied to develop this thesis were literary investigation from trustworthy sources and the recollection of data from surveys applied to K-beauty distributors in Mexico and an interview with a certified makeup professional with online media and content creation experience. This thesis aimed to fulfill said objective by compiling trustworthy information from reliable sources and first-hand insight and data from individuals and companies currently involved in the industry.
The research results gathered from qualitative and quantitative methods (interview and survey) were explained in detail and presented as conclusions and recommendations regarding the preferences of consumers on social media marketing, purchasing behavior, buyer persona of the Mexican K-beauty consumer, etc.
The research methods applied to develop this thesis were literary investigation from trustworthy sources and the recollection of data from surveys applied to K-beauty distributors in Mexico and an interview with a certified makeup professional with online media and content creation experience. This thesis aimed to fulfill said objective by compiling trustworthy information from reliable sources and first-hand insight and data from individuals and companies currently involved in the industry.
The research results gathered from qualitative and quantitative methods (interview and survey) were explained in detail and presented as conclusions and recommendations regarding the preferences of consumers on social media marketing, purchasing behavior, buyer persona of the Mexican K-beauty consumer, etc.