I am writing this letter on behalf of ADVO Limited, as a distribution apply for your cosmetic products. We are highly interested in reselling your products in our country.
To help you decide whether we are a suitable candidate for the dealership or not, we have enclosed our profile and other needed documents with this letter for your review. We are a team of dedicated professionals who work hard to maintain the sales.
Kindly review the documents attached with the letter before you make your decision. We will be highly pleased if you choose us as your Distributor in Turkey. We also have adequate number of employees and infrastructure to support the business.
In case you have any questions, kindly feel free to contact us at email@example.com / 0044 747 295 01 65.
We are looking forward to working with you.
Veysel Orkun Gultekin
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Makeup Revolution London
Subject: Application for distributorship in Turkey
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 firstname.lastname@example.org or 00447472950165.
(Name of Manager)
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The Marketing proposal plan will focus on the strategies and methods; makeup Revolution London can adopt along with ADVO Limited.
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)
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 in Turkey is Geographical Segmentation, Psychographic segmentation, and Behavioral segmentation. Makeup Revolution London can target consumers according to their geographic location and demand.
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.
Some strategies to exhibit a cosmetic product in Turkish market are,
Leading cosmetic companies is Turkey are Procter and Gamble, Avon, L'Oreal, and Unilever. Therefore, competition is huge.
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).
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.
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.
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: The Paradoxical Case of Turkey. Available at SSRN 2660361.
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