Jurlique- entry strategy

Jurlique International, an Australian-based company, is famous for creating and providing the skin care products from the purest, most natural and organic ingredients. Jurlique has been committed to internationalization with a huge number of stores and retail outlets around 22 countries in the world. The quality of products and the capital of Jurlique help guarantee its   success in international markets.

Two strategies are chosen to enter Italian market such as (1) Direct exporting through Internet selling and using local pharmacies and (2) Franchising the “Retail and Treatments Store” with Spa service.

The communication strategy mainly aims at creating and raising brand awareness of Jurlique as a luxury beauty skincare brand without harsh chemicals, as an Australian well-established brand in international markets and as a combination of nature and science. Supporting media are used to reach new customers, to announce the upcoming presence of Jurlque in the market and to provide Italian consumers with more information of different product ranges and promotional offers. The main message to be sent is: “Jurlique produces the purest, safest and most effective skincare in the world”. Some particular messages are designed to aim at two target groups, including organic consumers and brand-oriented consumers.

China's currency in recent years

[Reuters]
2005, Jul - China revalues the yuan by 2.1 percent and revises rules governing its
currency, saying it has shifted to "a managed floating exchange rate based on market
supply and demand with reference to a basket of currencies".

2010, Jun - China says it is resuming its reforms of the yuan exchange rate and
increasing currency flexibility, effectively ditching a two-year peg to the dollar that
was enacted during the global financial crisis.

2012, Feb - The yuan hits a record high of 6.2884 per dollar.

2012, Mar - China steps up efforts to internationalize the yuan by allowing all firms in
the country to pay for imports and exports in yuan.

2012, Apr - China widens the trading band for the yuan against the dollar to 1 percent
from 0.5 percent.

Although,china has made gradual progress on revaluation of yuan, the yuan is still consider as fix exchange rate regien. Therefore, China should make the exchange rate of the yuan more flexible in the future. That is because China has to  prevent high domestic inflation and decrease the pressure of the trade surplus with United States.