The Beauty Market of France

Running head: ENTERING THE BEAUTY MARKET OF FRANCE
Entering the Beauty Market of France
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ENTERING THE BEAUTY MARKET OF FRANCE
Table of Contents
1.0 Introduction:............................................................................................................2
1.1 History of France:................................................................................................2
1.2. Geography:........................................................................................................2
1.3. Economy:...........................................................................................................3
2.0 Cultural analysis of France:....................................................................................3
2.1 People:................................................................................................................3
2.2 Culture:................................................................................................................4
3.0 Business culture of France:....................................................................................5
4.0 Hofstede’s five-dimension analysis:.......................................................................7
4.1 Individualism vs Collectivism:.............................................................................7
4.2 Power Distance:......................................................................................................8
4.3 Uncertainty avoidance:.......................................................................................8
4.4. Achievement vs Nurturing:.................................................................................8
4.5 Long-term orientation.............................................................................................9
5.0 Conclusion:.............................................................................................................9
References:................................................................................................................10

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ENTERING THE BEAUTY MARKET OF FRANCE
1.0 Introduction:
The aim of the paper is to delve into the market culture of a host country in
comparison to the market culture of a chosen home country. The study considers
Malaysia as the home country and France is the host country. The rationale behind
the choice are, France is one of the richest countries in the world and provides a
huge market to commercial organisations to sell their products and earn huge profits
in Europe. The following sections would delve into important aspects of France like
its culture, history, geography and the attributes of the French people. The paper
would also compare between France and Malaysia based on Hofstede’s five cultural
dimensions.
1.1 History of France:
The history of France dates back to over a million years ago when the early
human beings settled in the country which is evident from their cave paintings.
France, then known as gaul , during the age of Antiquity spanning from 6th century
BC to 5th century AD came under the domination of several races like the Ionian
Greeks and countries like Rome under Julius Caesar (Greenblatt & Cohen, 2015).
The country consisted of several German kingdoms and Celtic Brittons. It was this
time the name France is derived from the word ‘Francie’ that was the name of the
race who settled down the northern Gaul. It was around this time that French people
embraced Christian Gallo Roman culture and adopted Romanic language. The
dominant language spoken in the country is French, which is a Romanic language of
the Indo-European family (us.france.fr, 2017). France came into contacts with the
other European countries like Britain which promoted to further trade developments.
This resulted in emergence of France as one of largest colonial powers of Europe.
France has taken part in various wars through history including the two World Wars.
Today France is the developed country which receives highest number of tourists
who come to experience this rich history of the country.
1.2. Geography:
France is bounded by the North Sea in the north, the English Channel in the
northwest, the Mediterranean Sea towards its southeast and the vast Atlantic Ocean
in the west. The neighbouring countries of France are Belgium, Luxembourg,

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ENTERING THE BEAUTY MARKET OF FRANCE
Germany, Switzerland, Italy, Monaco, Andorra and Spain. The boundaries of France
are marked by mountain ranges like the Alps and the Pyrenees and the Rhine River
(cia.gov, 2017).
The map of France shows that the ocean surrounds the country from all sides
except in the east, which results in a mild maritime climate. The mountains
experience extremely cold climate with short mild summers.
1.3. Economy:
France has mixed economy and according the European Union, it has second
highest purchase power in the world. The economy of France ranks fourth in Fortune
Global 500 lists of countries with Fortune 500 companies. The economy has an
extensive transport network consisting of road, air and waterways. The mild climate
of France keeps the roads, airways and ports free ice which allows movement of
goods all the round within the country and outside it. The geographical position of
France shows that the country is surrounded by the wealthy markets of Europe like
Germany and Belgium. This country is connected to the markets of Asia, Africa,
America and Australia by airways and waterways. This allows movement of goods
from these markets. France is a member to several international bodies like the
European Union, which allows the country to avail free trade facilities with the other
EU members like Germany. These economic factors result in robust flow of
resources and capital in and out of the country, thus making it one of the developed
markets in the world.
2.0 Cultural analysis of France:
France is known for art, music, beauty, fashion and culture. The capital city,
Paris is one of the most sought after tourist destinations of the world. The city is one
of the world’s most important cultural centres, particularly fashion and beauty. The
following section would delve into the French people and their unique cultural
components:
2.1 People:
The people of France are famous all over the world for their culture, manners
and modesty. France with a population of over 67 million consists of people of Celtic,
Germanic and Latin origin. The nation is also a home of a huge population of