Market Development of Young Enterprise in International Domain

This essay considers the issue of market development of the Young Enterprise in international domain, based on the sales of their cosmetic products which use unrefined Shea butter as the basic component. The scope for international market expanse of the Young Enterprise in the cosmetic and personal care products during the time period of 2018 to 2023 will be mainly considered in the essay.

Running Head: YOUNG ENTERPRISE
Young enterprise
Student’s Name
University Name
Author’s Note

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Essay 1
Introduction
This essay considers the issue of market development of the Young Enterprise in
international domain, based on the sales of their cosmetic products which use unrefined Shea
butter as the basic component. The scope for international market expanse of the Young
Enterprise in the cosmetic and personal care products during the time period of 2018 to 2023 will
be mainly considered in the essay. The acceptance of Shea butter as one basic ingredient for
cosmetic products in international markets like North America, Asia Pacific, Middles East as
well as Africa have been analyzed and based on that the sustainability of the business of the
Young Enterprise have also been depicted. The market growth drivers, restraints, threats as well
as challenges associated with the growth of market of cosmetic products based on unrefined Shea
butter have been explored in the essay. Lastly, a value chain analysis and opportunity analysis of
the market of Shea butter based cosmetics have also been conducted in the essay.
Discussion
It is anticipated that the valuation of the cosmetics as well as personal care products that
uses unrefined Shea butter as the basic component will increase at a CAGR of about 4.5% within
the above stated forecast time period.
Shea butter is a category of vegetable fat which is mainly extracted from the sun dried
kernels of Shea trees. These trees are native plantations of the Sub-Saharan region termed as the
Shea belt. Maximum commercial harvesting of Shea butter takes place in the West African belts.

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The Young enterprise main focuses on the production of skin softening creams from Shea
butter. The excellent emollient features of the Shea butter make it an essential ingredient of the
cosmetic market. The Young Enterprise mainly promotes their Shea butter based products as
integral for the treatment of dry skin. The Shea butter based cosmetic products are mainly spread
across the body care as well as the face care ranges of the Young Enterprise. The dry skin
softening creams have a stable market demand across Europe and also largely in North America
and pan pacific Asian countries. As analyzed by Bello-Bravo, Lovett and Pittendrigh (2015), the
Shea butter based products are priced higher by at least 25 to 35% (based on currency differences
and regional demand variation) compared to the other softening creams that use vegetable oil or
petroleum jellies as basic ingredient for softening rough skin. So far as the skin types of majority
of the customers in Europe, America and Asia is concerned, skin dryness, skin tan and excess
sebum deposition are the major problems.
So far, the UK market has been dominated by skin softening products that utilizes
vegetable oil and other similar products (Daudu, Oladipo and Awosusi 2017). However, these
ingredients moisten the upper layers of the skin only, but develop an oily layering on the skin
which attracts sweat and dirt and ultimately results in the deposition of excess sweat. On the
contrary, Shea butter acts as a sebum purgatory agent that helps to naturally maintain the
suppleness, softness as well as radiance of the skin. There are also anti-ageing elements in Shea
butter that makes it most appropriate as a skin softening as well as natural skin brightening agent.
It is evident that the major proportion of Shea butter is produced in Africa. In fact the
Shea industry of Western Africa is undergoing major expansion. Hence, it is needed to analyze if
Cosmetica is providing Shea butter to the Young Enterprise at a competitive price or not. In fact,

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the company also needs to investigate that when they start exporting their products outside
Europe, whether they will still receive she butter from Cosmetica at a competitive price or not.
As analyzed by Elzey et al. (2017), there is a popular perception in Europe that using
cosmetic products manufactured with natural ingredient are much more safer than the cosmetic
products that are manufactured with synthetic ingredients like poly-propylene or iso-propylene
based vegetable oil extracts or petroleum extracts. As an outcome, the sales of natural cosmetics
will automatically gain market popularity in the country. However, there are no major cosmetic
brands that have taken up the task of manufacturing face and skin beauty products from Shea
butter. One major reason behind this is that the companies are not sure about the acceptability of
beauty products of premium price range among the masses. However, market survey by Didia
and Iddrisu (2018), reveals that there is adequate demand of the natural cosmetics. This provides
a big market opportunity for the Young Enterprise if they can sell their Shea butter products at
competitive prices. The prices of skin regenerative products with Shea butter starts from £ 5.00
in UK and goes up to £ 30.00. Although, this is a rough estimate, there is enough scope of
keeping the prices of Shea butter products under a threshold value of £ 3.00 (Adekambi,
Ingenbleek and Van Trijp 2018). One of the reasons for high price of the Shea butter skin
grooming range is that the European companies have not yet launched on a large scale
commercial basis. Hence, the companies are not ready to take the market risk of inviting losses
by setting competitive prices.
The demand for Shea Butter is increasing in the sub-continental and Pan pacific countries
of Asia also. However, the demand is not taking shape because no major brands are promoting
Shea butter products in these areas. Maximum sales of Shea butter products in these areas are
conducted over ecommerce platforms. This also provides a major scope for establishing physical

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market of Shea butter product in these areas. The Young Enterprise can also team up with the
ecommerce websites to promote the products in the initial phase in order to study the market
dynamics. After that they can enter the physical market with larger market capital.
Conclusion
Young Enterprise is an entrepreneurial organization with sufficient market capital that
can help the organization to consider expanding their business outside Europe. The market
conditions of Shea butter products are quite stable in America because of which America can be
a safe market. They can team up with Wal-Mart to spread their products in America. For
accessing the Asian market, ecommerce giants like Flipkart or Amazon can be the most viable
options.

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Essay 2
Introduction
Young Enterprise is a developing organization with immense market potential. Joining such an
organization provides the same resources as well as senior support along with the opportunities
like market exposure and ability to play a significant role in the production and/or marketing of
the major products of the organization. The company started its operations with an employee
base of 720 people only. Every year, our firm is expanding to new business domains and creating
physical presence in new countries (Seweh et al. 2016).
Hence, as I have assessed, the major benefit of joining this firm has been the ability to seriously
learn as well as grow in the organization. The rapidly expanding company will offer typically
implies that as an employee I typically received major exposures to challenging assignments,
which increased my personal growth.
Discussion
The company could not have moved in to new markets, product lines and new product
technologies, only depending on the raw talent of the people. That is why the company highly
promoted the culture of training and development (Mohammed, Adeloye and Samson 2017). I
perceived that if I could work hard and showed that I had scope for taking more responsibility;
the company always relied on me. I feel that this is the major reason why I got three promotions
in the short span of time for which I had worked. I must say that the three get together ever year
helped the employees to develop professional as well as personal terms with the peers as well as
the seniors.

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The most important development scope that I have detected here in this organization is
that majority of the potential employees who started their job with me has acquired differential
position, valuable for their personal career growth. In fact, Nwaiwu (2018), also professed that
the companies which promote the culture of internal promotions, gain success quickly. In fact, I
have also observed that the people, who delivered valuable service to the organization, have not
only grown professionally, but also personally in their careers. Since our organization always
promoted people who are ambitious as well as self motivated, we never had to wander about the
opportunity of growth. It is worth mentioning here that the potential coworkers of the
organization are always available to offer deep insight regarding the currently undertaken
business projects. As I have discussed with the employees of the organization, time to time, I
always emphasized on their working experience in the company, emphasizing on the help and
support that they have received from the end of the management of the organization. Most of
them replied that they have handled new challenges and worked under changed domains and
alternative job roles on many occasions that helped them to develop their excellence (Tsay et al.
2016). The latest organizations are always looking for experienced candidates who have the
expertise of handling of more than one position within the same organization. In this context, the
benefit that I gained from my work experience is that the number of job roles and complex
projects regarding marketing and innovative product promotion that I handled at the Young
Enterprise, helped me to illustrate my LinkedIn profile, by virtue of which I would be able to
attract potential employers in the future also.
I would also like to highlight about the professional development policies of the
organization. Other than the training related to the job role, the employees at the Young
Enterprise also received leadership training. The model of participatory as well as servant

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leadership facilitated the employee leadership training that was offered to the operations,
production, marketing as well as other employees. There are several other benefits of having
worked in a dynamic company that provides enough scope of personal as well as professional
development.
My work experience at the enterprise helps me to apply specific theoretical concepts to real life
situations. In my academic I learnt to implement the critical skills to theoretical case scenarios
only. However, working at the enterprise I got the opportunity to relate to what I have learnt
during the academic lessons to real life case scenario and drawing from them I started to develop
suggestions for improvement of real time business in the international business market.
The entrepreneurial strategies that I had developed at the time of my academic assignment, in my
professional career in order to develop marketing strategies for the young Enterprise also
(Scheela 2016).
The employability skills that I have acquired by working at a young Enterprise will also help me
in my future career expansion. The market survey that our work group has to do all over Europe
in order to analyze the target markets for shea butter based cosmetic products, helped me to learn
a great deal about team working. Previously, I only had the experience of working in academic
groups on assignments. However, working in the professional teams, I realized that the level of
commitments needed for achieving the organizational targets are much more compared to the
previous level and it is also necessary to understand and value each other’s strength as well as
contribution in the workgroup while accomplishing professional projects. I came to understand
that financial interest of the organization was directly linked with the outcome of our survey
since the production volume of cosmetic products for the European market was based on the

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level of demand that can be analyzed by conducting primary survey among the European
customers. Other than team working, I also learn to display interpersonal skills, when I had a talk
with potential client groups during customer relationship management on one hand and make
significant marketing presentations to the upper management on the other hand. In order to make
appropriate presentations, I also needed to develop my numeracy as well as IT literacy which I
feel will be essential for giving me a competitive edge over other applicants in my future career
distinct goals.
Conclusion
In conclusion, it can be summarized that the specific work Placement in the young Enterprise
provided me the opportunity of getting more inside regarding market Innovation and product
differentiation in my chosen field. Exposure to modern techniques industry specific practice
price has helped me to get access to professional associations and develop a professional network
which will help me throughout my career.

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Reference List
Adekambi, S.A., Ingenbleek, P.T. and Van Trijp, H.C., 2018. Integrating Bottom-of-the-Pyramid
Producers with High-Income Markets: Designing Institutional Arrangements for West African
Shea Nut Butter Producers. Journal of Public Policy & Marketing, 37(2), pp.327-341.
Bello-Bravo, J., Lovett, P. and Pittendrigh, B., 2015. The evolution of shea butter's" paradox of
paradoxa" and the potential opportunity for information and communication technology (ICT) to
improve quality, market access and women's livelihoods across rural africa. Sustainability, 7(5),
pp.5752-5772.
Daudu, A.K., Oladipo, F.O. and Awosusi, F.S., 2017. Comparative Analysis of Shea-butter
Production Techniques Used among Women Processors in Baruten and Ilorin-Soth Areas, Kwara
State, Nigeria. International Journal of Agricultural Science, Research and Technology in
Extension and Education Systems, 7(2), pp.111-117.
Didia, B. and Iddrisu, A.M., 2018. Qualitative analysis of enzyme-assisted traditionally extracted
shea butter from different pretreated shea kernel substrates. Journal of Cereals and Oilseeds,
9(2), pp.10-19.
Elzey, B., Whitehead, N., Norman, V., Babyak, C.M., Morningstar, J.T., Pollard, D. and
Fakayode, S.O., 2017. Determination of non-toxic and potentially toxic elements concentration
and antioxidant capacity in selected natural and essential oils with high market values.
International journal of environmental analytical chemistry, 97(6), pp.573-587.
Mohammed, S., Adeloye, F. and Samson, A., 2017. Problems Confronting Shea Butter Industry
in Nigeria. International Journal, 4(4), pp.101-112.

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Nwaiwu, F., 2018. ANALYSIS OF EMERGING BUSINESS MODELS OF COMPANIES IN
THE ERA OF THE DIGITAL ECONOMY. Journal of Sustainable Development, 8(20), pp.18-
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Scheela, W., 2016. Born-Global Start-Ups in Emerging Economies. In Global Entrepreneurship:
Past, Present & Future (pp. 147-162). Emerald Group Publishing Limited.
Seweh, E.A., Asagadunga, P.A., Apuri, S. and Owusu, G., 2016. Effects of extraction method
and geographical location on the physico-chemical properties of shea (Vitellaria Paradoxa)
butter. Asian Res J Agr, 1, pp.1-13.
Tsay, S.P., Accuardi, Z., Schaller, B. and Hovenkotter, K., 2016. Private Mobility, Public
Interest: How Public Agencies Can Work with Emerging Mobility Providers.