1. Intuit Management Consultancy
www.intuitconsultancy.com
Case Study: Market Entry Strategy
Client
Our Client is an international beauty company- A cosmetics group in Switzerland which sells cosmetics,
personal care, clothes, accessories and nutritional products. The company began operations in the late
80s and has today a presence in over 20 countries worldwide.
The Objective:
The company intended to enter the UAE market within the Cosmetics and Personal Carespace. They
approached Intuit Management Consultancy to provide them with insights into the most favorable
segments within the cosmetics industry with respect to their development, long term opportunities and
potential challenges.
The Challenge
The Middle Eastern markets are not easy ones. The challenge was finding strategic business partners
and convincing them that the client’s cosmetics products are of good quality and that it is worth cooperating with on a solid, partnership basis. And also the market is very demanding and it’s difficult to
direct the marketing strategy to fully answer market demands.
The Solution:
Intuit Management Consultancy delivered a comprehensive and thorough report covering the Cosmetics
and Personal Care industry in the UAE, through compact and crucial research. It enclosed all the subsectors in the industry such as Organic and Non Organic cosmetics, Hair Care, Skin Care, accessories
industries. Each sub-sector was analyzed to understand past trends in the market, future growth potential
and their respective share in the overall Personal Care pie. Also using different direct, indirect (Social
Media, Direct Marketing) etc we were able to get the insights of the Women Audience. As UAE is one of
the top cosmetics consumers in the world, we convinced our client that it’s worth working out a strategy,
though as the Middle Eastern market is a rapidly developing cosmetics market and is much more vibrant
than European ones.
Summary:
Our Client was satisfied with our presentation which was crisp and complete with facts and detailed
insights into the significant sectors as well as the opportunities and challenges. We made
recommendations as to how the client could access each of the markets through various entry options
such as local partnerships or as independent operators. Also they were happy with the statistical report of
the personal insights from the women audience which was the tough one to crack.

2. And with close consultation with Intuit, the client was able to crack the Dubai Market, reach out to the
target audience and is doing extremely well in reaching their objective.