Healthy Skin Naturally

Abstract

This case focuses on a start-up business trying to find a profitable niche’ in the skin care market in southern California. Entering a highly competitive industry, Healthy Skin Naturally is trying to determine the proper sales, distribution and promotional strategies to attain their sales goal of $500,000 in the next three years. Over the time that the products have been produced, the owners report that the “feedback from users tell us that they are all very effective”; it’s the opinion of the owners of Healthy Skin Naturally that price is a secondary factor to buyers as long as the products are effective in helping solve skin problems. Covering a geographic area from Santa Barbara to San Diego, the owners are targeting white collar professional women aged 35 to 70, as well as teenage acne sufferers and men of all ages. This case would be appropriate for sophomore-junior level students. The case can be taught in 2 to 3 hours and expected to require 3-5 hours of outside preparation by students. Research into skincare issues might be helpful before attempting this case.