Analysis of the German cosmetics market as an entry opportunity for Colombian companies : an approach to the hair care segment

Abstract

The cosmetics industry is characterized by a dynamic trend to increase and coverage of new markets. Colombian cosmetics companies signed up this trend. This positivist and descriptive research focused on the analysis of the perspective of Colombian supporting entities about the opportunity that Colombian cosmetics companies possess of entering the German market. Additional analysis was developed with the identification of a specific group of customers for the cosmetic industry in the hair care segment. The data was collected through questionnaires designed under PESTEL, Porter's Five Forces and the variables that most affect companies when they want to access a new market. The findings exposed two major opportunities for Colombians to enter the German market: Export modes or intermediate modes as contract manufacturing of natural ingredients for cosmetic products.