Swing is a company that has created a brand concept consisting of both beauty and health
products utilizing multiple channels of distribution. The plan that follows explains our market,
our value proposition our market segment strategy. Swing is looking to get a franchise for our
beauty /health products from Australia to sell in Saudi Arabia. The detailed financial plans
provide a clear view of our sales and profit forecast. This plan indicates how Swing will reach
profitability in our third year of operation and generate shareholder return on equity within five
Market research indicates that Saudi Arabia is the largest market for cosmetic products in
the Middle East and Africa. The country has one of the world's highest consumption rates of
cosmetics, which creates a need for companies such as Swing to satisfy the rising demand and
generate income for the company. At Swing, we set the bar high for ourselves because we
understand that our clients require products that make them feel good about themselves, and we
provide such products. We believe that by employing our expertise and exceptional know-how,
we can help our clients feel comfortable in their skin.
Swing is a health/beauty products company aiming to base in Saudi Arabia. The
Swing will offer beauty/health products. The Swing will distribute its products in Saudi Arabia
and plans to expand in the future to distribute to Gulf Cooperation Countries as well. Swing's
beauty/health products are of excellent quality, and we have an authentic brand. Our experience
and the available resources enable us to provide high-end products with the perfection required
Swing Business Plan 6
for the business.
Swing competes in the cosmetics industry. In Saudi Arabia, the cosmetic industry is
growing at a rapid pace, and the standard of living of rich in the country is virtually
incomparable to any other country in the world, which is the primary factor for the growth of
premium cosmetic products. The cosmetic industry is majorly driven by the young and
aspirational population who want to invest in grooming, getting attractive appearance, and
maintaining their health in the process. As the region is highly conscious about the ingredients of
the products, there is a significant demand for ethical and natural cosmetic products. Demand for
such products pushed the international and local market players like Swing to develop innovative
products to sustain competitiveness. More women are now working in Saudi Arabia more than
before, growing the disposable income and boosting the sale of more premium cosmetic brand
The key to Swing's success will undoubtedly be our commitment to exceeding our clients'
expectations for superlative quality, timely response to clients' requests, client satisfaction, and a
large market segmentation through the identification of several niche markets and
Saudi Arabia's cosmetics market is forecasted based on revenue analysis, product
benchmarking, and strategic developments of key market players. A report of Saudi Arabia's
beauty and personal care market predicted the market value to reach USD 5.5 billion by 2025,
growing at a CAGR of 10.49% during the forecast period. Saudi is the largest market for
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cosmetic products in the middle east and Africa. The primary driver in Saudi Arabia's cosmetic
market is the high disposable income of people in the country and a growing number of working
women. Internationally, best selling cosmetic products are closely associated with social status
and, therefore, highly desirable in the country.
The e-commerce industry has witnessed tremendous growth in Saudi Arabia, taking the lion's
chunk, with age groups around 18-50 continuously engaged in shopping and contributing to the
increase. E-commerce has a long way in a short period with large numbers of customers opting
online mode for browsing and buying cosmetic purchases. The e-commerce domain has become
an integral part of cosmetic products, with the increase of technology penetration among various
age groups. Our company, Swing, will expand our beauty/health product line with the
specification of products and adequate price comparison provided to the consumer. E-commerce
forms the basis of our marketing initiative.
One challenge in the Saudi Arabia cosmetic market is maintaining the integrity and
authenticity of particular cosmetic products such as halal cosmetic products in a competitive
market. Saudi constitutes an enormous group of consumers representing various cultures,
which may result in different consumer behaviours and create a massive challenge for market
players to develop their product accordingly.
The competitive edge for Swing is that Swing dedicates itself to producing cosmetic
products that are acceptable to their clients and suitable to meet their needs. The critical
factor considered by consumers when purchasing cosmetic products is trust in the
professional reputation, reliability, and quality of services provided by the cosmetic
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1. BUSINESS DESCRIPTION
1.1. BACKGROUND INFORMATION
Ibrahim Alqahtani and Eng. Abdulrahman Almuaibid will run and manage Swing.
Ibrahim Alqahtani is the C.E.O. of Swing. He works as a journalist and business developer
consultant. Eng. Abdulrahman Almuaibid is reputable and has various experiences in running
a business. He is a member of Ashargya Champer, Member of Ettifaq FC, C.E.O., and
Founder of Abdulrahman Almuaibid Group, Social media influencer @almuaibida, C.E.O. of
Arweqah real estate investment and development, and Co-founder of some other start-ups.
The two are looking forward to revamping the cosmetic industry to offer exceptional
customer service, fulfil clients' desires, enhance market share, and generate more revenue.
Swing has staff who are the most talented and experienced marketing managers and
business-oriented minds. The broad range of experiences and backgrounds, coupled with a
thirst for client satisfaction, creates beauty/health products worthy of using as per clients'
1.2. INVOLVEMENT OF THE COMPANY
Swing is involved in the production of great products that satisfy our clients, creating a
unique beauty/health products brand that is acceptable all over Saudi Arabia. Our target
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customers are individuals in Saudi Arabia. Saudi Arabia has a huge market that we can cover
with a great power of purchases, which is an excellent opportunity to get, especially with this
trend of e-commerce in the area. Involvement in production will be purposely to transform
efficiency, customer satisfaction, company growth, and development as well as improve on
their performance, among other benefits. This will, in return, maximize profits and allowing
expansion of the business in the future.
1.3. NATURE OF THE BUSINESS
Ibrahim Alqahtani and Eng. Abdulrahman Almuaibid. will manage the business because of
Demonstrated long term success in business management.
They are highly experienced and have a team well knowledgeable in production and
Decision making for such a business requires high expertise and extensive consultation.
NAME OF THE BUSINESS
The business name is Swing.
1.4. BUSINESS LOCATION AND ADDRESS
Swing will locate in Saudi Arabia.
The business will operate under the following address
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1.5. COMMENCEMENT OF BUSINESS OPERATIONS
The management has extensive experience in business management, and thus the business will
commence as soon as all plans are complete.
One challenge in the Saudi Arabia cosmetic market is maintaining the integrity and authenticity
of particular cosmetic products such as halal cosmetic products in a competitive market. After
feasibility analysis was complete, it validated the idea of Swing distributing authentic
Swing will monitor and engage with our clients from social media talking about our products and
which products best suit them, their side effects, and the impacts they make to their grooming
styles. Through our platforms and tools such as Google alerts and Social mentions, we will be
transparent and open to feedback and criticism to avoid negative press and remain polite and
authentic in any of our online conversations.
Business rules and regulations
Swing uses these rules in its operations:
i. Offering authentic products to our clients is crucial.
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ii. Efficiency is the key to client satisfaction.
iii. Understanding the client is as important as the products offered to the client.
iv. Ensure client satisfaction by fulfilling their needs and solving their beauty/health
problems or offer the best advice of the products they can use to best suit their needs.
The cosmetic industry is in a state of flux. People view traditional brands as old. The consumer is
looking for more holistic and healing benefits from the products they purchase. Swing falls under
cosmetic products providers in the cosmetic industry, which is a significant contributor to the
economy of Saudi Arabia. The cosmetic industry continues to boom and doubles in size because
of the increasing number of working women, and young people who want to look good and feel
good, and availability of a large market for cosmetic products, which, in return, creates
opportunities for entrepreneurs and companies like Swing to thrive.
Future of the industry
With the increased demand for cosmetic providers, the need for authentic cosmetic products is
on the rise. The cosmetic industry seems to grow also because of the need to be the efficient and
timely delivery of cosmetic products company at the convenience of the client. At Swing, our
next phase is the distribution of health/beauty products to the Gulf Cooperation Countries.
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1.7. GROWTH STRATEGY
Growth is being driven primarily by the availability of clients, increasing satisfaction, authentic
products that satisfy clients' needs. Growth is achievable by providing our clients with the most
authentic products using our high expertise in the beauty/health sector. Due to the increasing
competition in the cosmetic industry, most cosmetic agencies need to understand their clients
better. By introducing, consulting services and carefully listening to our clients before offering
services, our clients will experience increased better service delivery.
1.8. JUSTIFICATION OF THE BUSINESS
The research carried on the area justify the suitability of Saudi Arabia for the intended cosmetic
business. This is due to the following reasons;
i. Demand: There is high and on the rising demand for cosmetic services in Saudi
ii. Increased number of working women: More women are now working in Saudi Arabia
more than before, growing the disposable income and boosting the sale of more
premium cosmetic brand products.
iii. A large population of young people: In Saudi, the cosmetic industry is majorly driven
by a young and aspirational community who want to invest in grooming, getting
attractive appearance, and maintaining their health in the process.
2.9.1 Critical Success Factors
The critical success factors in the industry are:
Location: Swing cosmetic products are available for sale in a variety of areas, including direct
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selling, catalogues, online stores, department stores, boutiques, and discount retailers, whose
location is convenient and accessible to its clients.
Service factors: One of the primary drivers of excellent service is that the Swing offers authentic
and ethical cosmetic services to their clients at their convenience.
Client remote support: Our clients enjoy 24/7 customer support to help them in solving their
Price: Price is a critical factor that clients consider in ascertaining the overall value of an
offering. We will provide the best authentic products available, giving you the best value for
your money and suiting your needs.
Annual sales and market sales
Swing will take the following steps to estimate annual sales.
Step 1: Determine the number of annual clients Swing will have.
Swing's target is 15% of Saudi Arabia customers within 12 months of operation.
Step 2: Based on the 15% of customers, what will Swing's annual sale be?
We are projecting 30% growth at the end of 2021, followed by a 45 % growth after that.
Service revenues: Evidence provided earlier states that clients in need of Cosmetic products
spend around $3800 per year per client.
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2.9.2 Marketing Objectives
Establish a strong brand recognition with a cross-cultural approach towards
cosmetic products and services;
Establish a strong defensive position in the cosmetic industry in Saudi Arabia;
Maintain a high level of client service excellence
GOALS OF THE BUSINESS
a) Maximize profit and satisfy clients and their needs
b) Win clients' loyalty
a) Provide the best and quality services to our clients
b) To increase company growth by 30%.
2. MARKETING PLAN
Swing plans to market its products in Saudi Arabia. Saudi Arabia's large and buoyant
economy has been a key growth market and potential investment focus for cosmetics companies
and global brands retailers shops. Consumers in Saudi Arabia tend to spend a lot of money on
their appearance supplementing the cosmetic market in the country. Jeddah and Riyadh are the
two cities that constitute a significant share of a younger population, indicating larger
consumption patterns for the cosmetic product market. Marketing our service-oriented business
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requires establishing a reputation for expertise and excellence. It starts with our known contacts
who are in positions to recommend us and make referrals to us and continues with long-term
efforts to develop recognition among other professionals within the cosmetic service fields.
Saudi Arabia's beauty and personal care market is segmented by product type into skincare,
haircare, oral care, fragrances, colour cosmetics, and other health products. Distribution of these
products is through specialist retailers, hypermarkets, supermarkets, online retailing and other
points of sale.
Swing will select marketing areas according to the availability of clients who desire to
explore new looks. For example, since this company is a goods seller, the targeted market should
be the availability of consumers and other businesses that might be interested in our goods and
services. The business area will also depend on the status of customer requirements: that is, is the
company growing, declining, or stable? Are there products or goods needed while not available?
This will lay the basis for our marketing initiative.
Saudi Arabia's beauty and personal care market is highly fragmented, and small manufacturers,
including Arabian Oud Co. and Modern Products Co., hold a significant market share. Some of
the dominant players in the market are Procter & Gamble, Avon Cosmetics, and Unilever Plc.
These companies mostly offer their services at relatively costly rates.
To ensure healthy competition, Swing will use the following strategies:
We will offer fair prices, which shall fit with the first-class of the products offered
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Online support services being available 24/7.
We are maintaining a close relationship with our clients.
We will collect views from clients about their feeling in the direction of the cosmetic
products we offer and if they need an alternative or help to suit their needs.
2.3. MARKETING SHARE
Research suggests that competitors take 45% of share in the total market area in Saudi Arabia.
Swing looks forward to changing these figures and occupies 35% in a year with a target market
share of up to 50% Saudi Arabia and above 75% market share in the Gulf Cooperation Council.
We will execute this through the right advertising blend, which includes;
Flexible pricing of service rates.
Highly effective service delivery.
We are providing on-time responses to our clients' demands.
Exceptional customer service
This is to retain and enhance market share, assembly opposition, maximizing income, reaching
targets return on investment, and for survival.
E-commerce has experienced tremendous growth in Saudi Arabia. E-commerce has a long way
in a short period with large numbers of customers opting online mode for browsing and buying
cosmetic purchases. The e-commerce domain has become an integral part of cosmetic products,
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with the increase of technology penetration among various age groups. Swing will expand our
beauty/health product line with the specification of products and adequate price comparison
provided to the consumer. This can be through the creation of online resources that portray the
kind of services that we offer and publishing them across online platforms where there are clients
who might need our products and convincing them that our products are only the great in phrases
of rate, unique and authentic products, and convenience.
(a) Social media marketing
This will involve the sharing of our beauty/health product images and give instructions on how
to use our products through different social media platforms to reach more clients. For example,
through Facebook Pages, Twitter, Instagram, and WhatsApp showing our products.
(b) Brand Marketing
We at Swing take offering authentic cosmetic products very seriously, and we study the impacts
our products make to our clients. Swing will contribute to sponsoring social events as a result of
using our products. You can trust that we have done our research on our products to ensure that
your hard-earned dollars are well- spent in purchasing quality products.
It will also provide;
Excellent customer relations.
Treat each client with loyalty.
Fulfil their requirements by offering advice and guidance courteously and promptly.
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3. ORGANIZATION AND MANAGEMENT PLAN
Five guiding principles support our vision:
o Customer satisfaction: working together for a common cause,
o Teamwork: working together for a similar purpose,
o Growth through efficient provision of quality and authentic cosmetic products,
o Accountability: delivering on commitment,
o Diversity bridges cultural gaps enhances collective wisdom, and improve reliability, and
o Service and approachability: caring for clients.
3.2. PERSONNEL, NUMBER, AND DUTIES
General Advisory Board
Primary Role: To provide advice for services delivery to increase efficiency and to help shape
Swing's approach towards finances and expenditure in the cosmetic industry.
2. Beauty Therapist manager
Primary Role: Responsible for advising on our beauty/health products to our clients according to
which formulations in which we make our products.
3. Marketing manager
Primary Role: To provide advice on public relations marketing campaigns and growing clients'
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Swing wants everyone to play a pivotal role in service delivery. We intend to remain as
customer-centric as possible to hasten the decision-making process and to react promptly to
urgent and emergency calls.
3.3. Operations Plan and Service Development Plan
Swing operating model and procedures for the company:
General Approach to Operations
One of the biggest challenges in operating a cosmetic product company in Saudi Arabia is that
Saudi Arabia constitutes an enormous group of consumers representing various cultures, which
may result in different consumer behaviours and create a massive challenge for market players
accordingly. Therefore, both backstage (behind the scenes) and the front stage (what the clients
experience) are critical.
Back Stage (Behind the Scenes Operations Activities)
o Staff Selection: Staff will be carefully selected. Along with the skills they require
to perform their job, team members must be able to relate to clients in a
professional, thoughtful, and caring manner.
o Motivation: Our human resources strategies will strive to create an environment
in which people are comfortable being themselves, information is transparent, and
personal and organizational values are aligned.
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o Emergency plans: Emergency action plans, policies, procedures, and processes
will be established and documented in the operations manual.
o Operations Manual: We will prepare an operations manual to document and
articulate the day-to-day operational procedures of the company.
o Code of ethics
o Financial administration manual
Front stage (What the Clients Experience)
Cosmetic specialists: They will be available to answer or fulfil clients' requests
and offer cosmetic consultation services with client demands.
Clients Tours: Each weekend, the company will provide a tour to sensitize the
importance of cosmetic services.
Weekly newsletter: We will email a weekly newsletter to clients with informative data on
acceptable cosmetic products, and new products that would suit them.
3.4. RECRUITMENT, TRAINING AND PROMOTIONAL PROGRAM
Training will familiarize the personnel with the process and give them all of the essential skills
like communique, public relations, and hands-on abilities to have the know-how of excellent
service delivery and enhance teamwork. It may even allow them to:
Have enthusiasm while dealing with clients.
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Borrow ideas from others.
Use competitors as their lever
The managers and highly experienced cosmetic therapists will do this training within select
premises. The employees will also be allowed to attend seminars for better service delivery
outside the business premises.
We will recruit our staff to identify the right, qualified, and registered workforce from the
cosmetic industry. We will use different ways, like:
This process aims at improving the authenticity and quality of cosmetic products.
All employees in the company who work hard towards the success of the company shall be
rewarded. The best staff on service delivery and commitment shall be promoted and rewarded.
3.5. LICENSES AND BI-LAWS
Permissions will give authority to operate within Saudi Arabia.
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The business will use bi-laws during its operations:
Ensure a conducive working environment for excellent service delivery.
3.6. REMUNERATION AND INCENTIVES:
The business shall use the following remunerations:
(a) Working hours
All employees will enjoy flexible working hours and a conducive work environment.
(a) Salary schedule:
The salaries shall vary with one's position and responsibilities, as illustrated in the departmental
The employee shall enjoy incentives in the business as a way of motivating them.
4. PRODUCTION AND OPERATIONAL PLAN
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4.1. PRODUCTION FACILITIES AND CAPACITIES
The business source of finance will be from:
The business has a capacity of about two C.E.O.s and other support staff. They provide excellent
cosmetic service delivery, accounting, and marketing services. They also have the following skill
Communication skills to transfer information regarding our products to clients.
Technical skills. This helps them to know about cosmetic-related service.
The business operates in Saudi Arabia.
Swing shall use secure and dependable cosmetic product advertising platforms as per the needs
of the clients to ensure efficiency and ease their experience effectively.
4.2. PRODUCTION STRATEGY
Swing shall use production techniques to market its services.
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The cosmetic products provision practice shall comply with the criteria as proven beneath
1. Determining the products and offerings within which clients will be reached.
2. Determine the importance of the products inside the location
3. Developing a larger picture relating to the clients' preferences
5.3. SWOT ANALYSIS
Swing Status and
A large market for
in Saudi Arabia
A limited financial
base compared to the
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Use of e-commerce
to market our
Availability of a
large population of
There are more
working women in
Saudi Arabia which
income spent in