1.

1 Internal analysis

"Cocoon" means "a cocoon," a cocoon serves as a "home" to nurture and nourish a small
caterpillar until the day it transforms into a beautiful and splendid butterfly. Based on this
meaning, Cocoon represents a "home" for taking care of the skin and hair of Vietnamese
people, helping them become more beautiful, perfect, and shine in their own way. Cocoon
was born with a simple reason: to enhance the beauty of Vietnamese people using
familiar and close sources of ingredients. Nature has also been generous to Vietnam,

providing a rich world of plants ranging from fruits to herbs. Within them lie precious
nutrients that are not only delicious to eat but also beneficial when applied to the skin and
hair. Therefore, there is no reason for Cocoon to reject such readily available and
excellent sources of ingredients.

Cosmetics, like food, are "nourishing dishes" that bring beauty to people. With the
progress of society, people tend to seek plant-based foods to protect their health. Hand in
hand with this mindset, vegan cosmetics have also become a favorite trend for many
people following a green lifestyle. That is the driving force behind Cocoon's research and
continuous efforts to create 100% vegan cosmetics products that retain the nutrients of
Vietnamese plants, are safe, gentle, do not use animal ingredients, and are cruelty-free.

Philosophy
Cocoon embraces a philosophy of being nature lovers, constantly immersed in the
exploration of familiar ingredients in the daily lives of Vietnamese people, such as
vegetables and fruits, to incorporate them into cosmetic products while preserving their
nutrients in a pure and perfect way. These foods are rich in vitamins, antioxidants, and
minerals that enhance the health of the skin. What could be more wonderful than
applying them to your skin in the most complete way possible? Through research and
experimentation, formulas have been developed and perfected. They have proven to be
effective, meeting the desires of Vietnamese people for safety and efficacy
For Cocoon, what is applied to the skin must be safe, effective, and of non-animal origin.
Misson
Cocoon was created to bring you healthy, youthful, and vibrant skin and hair from simple
and familiar ingredients that you consume every day. Cocoon always holds a mission in
mind: to apply the benefits of the food around us, combined with scientific knowledge, to
create safe and effective cosmetic products for everyone.

The challenging journey to true beauty is not your task alone; Cocoon will accompany
you on that journey. Always and forever, it will be so.
Social Media Marketing
Being an essential part of business marketing strategies, the use of social media platforms
to reach customers and deploy marketing campaigns has become a prevailing trend in the
digital age. With the popularity of social media, businesses are leveraging these platforms
to engage with customers and expand their marketing efforts.
Distribution strategy

1.2 External analysis

Pressure from potential competitors
The Singaporean government offers many tax incentives and supportive policies for
businesses, along with a skilled workforce, so brands face fewer barriers when they want
to open stores in Singapore. Particularly, companies do not need a license to sell
cosmetics products, and they do not require approval from the Health Sciences Authority
(HSA) under the Ministry of Health before selling, but only need to notify the sale of a
new product. Furthermore, the characteristic of Singaporean consumers is their low brand
loyalty, their preference for risk-taking, exploration, and willingness to try new beauty
products. This further encourages new brands to enter this market. Up to 20 new brands
are launched each year. Low entry barriers, less customer loyalty, government ease in
regulations, and low industry entry costs create high pressure from potential competitors.
The threat from substitute products

Spas and beauty salons are a noteworthy group of substitute services for cosmetic brands.
Despite having experts and dedicated staff, these services often come at a much higher
price compared to cosmetics.
Another substitute product is functional foods. While cosmetics care for the skin
externally by providing nourishment, functional foods care for beauty from within by
supplementing nutrition, vitamins, and beauty-enhancing ingredients. Functional foods
usually have a relatively high price and are distributed in small quantities. Using these
products also requires customers to conduct careful research and investigation. The direct
use of natural products as substitutes for cosmetics takes a lot of time and may not yield
significant results, whereas the people of Singapore are young, dynamic, busy, and
always seeking convenience. Therefore, overall, the threat from substitute products to
Cocoon is relatively low.
Buyer power
Due to the increasing amount of information available, customers are becoming more
knowledgeable, resulting in higher standards for the products they seek. In particular, for
plant-based products like Cocoon, customers conduct thorough research and have higher
demands. However, this is not a significant issue because Cocoon ensures and commits to
clear and transparent criteria regarding the origin of their products. Additionally, due to a
large consumer base, willingness to experience and high purchasing power, factors such
as price sensitivity or lack of customers do not create much pressure. The main challenge
that can put pressure on Cocoon is the presence of numerous similar brands with low
switching costs. Therefore, customers have many alternative choices and will need to
carefully consider. When considering these factors together, the bargaining power of
customers towards Cocoon upon entering the Singapore market is still relatively low.
1.3 SWOT
Strengs Weaks
 Diverse product range.  Brand recognition is not high,
 Clear commitment to sourcing lagging behind foreign brands.
natural ingredients with transparent  Lack of experience in penetrating
origins. international markets.
 Formulations that are gentle and  Customer trust in product quality
suitable for all skin types, with faces negative reviews due to
minimal irritants. Cosmetics unclear effectiveness, while there
formulas are rigorously researched are many other foreign vegan
and tested. cosmetic brands that still deliver
 High social responsibility with good results.
various environmental protection  Small business scale, lacking strong
activities. capabilities to compete and attract
 Reasonable pricing, accessible to a attention from Singaporean
wide range of customers. consumers
 Multi-channel distribution: retail
chains, e-commerce platforms,
website, etc.
 Proficient in utilizing Social Media
Marketing and Influencer Marketing
strategies.
Opportunity Threats
 Potential market with few barriers to  There are many strong competitors
entry. in the industry, as well as potential
 Customers are willing to spend a competitors entering the market.
higher amount to try new products.  Other foreign brands (such as
 Large consumer market. L'Oreal, Shiseido, etc.) have a
 Consumer preferences are inclined competitive advantage with
towards natural cosmetics with clean significant market shares.
ingredients.  Due to the abundance of similar
 Many retail chains: Watsons (104 products, Cocoon may struggle to
stores), Guardian (124 stores), etc. stand out and differentiate itself.
 Consumers have a good  Consumers, who possess knowledge
understanding of technology and and understanding and are willing to
prefer to purchase cosmetics online. pay a higher price for a good
 High rate of social media users, and experience, will have high
influential personalities have a expectations for product quality and
significant impact on consumer effectiveness, especially for a vegan
purchasing decisions. Using product like Cocoon.
Influencer and Social Media is  It may be challenging to find
 considered an effective marketing reliable and trustworthy sources that
strategy and has been adopted by meet the strict criteria set forth.
many other foreign brands.

1.4 Preliminary assessment

In the context where societal and environmental concerns are increasing, Corporate
Social Responsibility (CSR) is not just a trend but also a determining factor in customer
purchasing behavior. Cocoon's commitment to CSR is not only evident in words but also
in transparent and proactive actions.

To continue strong development, Cocoon can collaborate closely with local

organizations, not only to create positive impact in the community but also to spread
messages and enhance awareness of social issues.

In addition to organizing environmental protection events, Cocoon should also consider

sponsoring events of other businesses. This action not only helps disseminate information
about important issues but also demonstrates Cocoon's support for activities aligned with
their brand values.

Collaborating with experts and influencers in the health field is also a future strategy that
can help Cocoon establish closer connections with customers. Providing educational
content about the benefits of natural and organic ingredients is not only a way to promote
products but also a way for Cocoon to enhance brand value and create a loyal and
knowledgeable customer base.

Therefore, combining social commitment, meaningful event creation, and collaboration

with influential individuals can help Cocoon not only create opportunities in the future
but also strengthen their position in a competitive market.