International expansion strategies in the beauty care sector: the case of Algologie in the uruguayan market

The thesis explores the strategies that the French brand Algologie can adopt to enter in a new market. It encompasses an introduction to Algologie's brand, followed by a detailed marketing mix (4Ps), SWOT analysis and an explanation of the current state of the French skincare market. It shows the potential of the Uruguayan market in comparison with other Latin American countries, embracing the values and culture. The thesis concludes with recommendations on market entry strategies, retail technology adoption, and consumer behavior insights tailored to the Uruguayan context