泰国是一个发展中国家，正在寻求更多的投资，为自己的基础设施，并使国际产品以可负担的价格向其消费者(Young & Limjirakan, 2011)。2014年，该公司的护肤品行业增长了约7%，尤其缺乏吸引力，这表明该行业在一定时期内的增长空间和局限性。此外，泰国人口老龄化，中青年人口较少，这意味着对于一家护肤品公司来说，说服老年人使用护肤品可能是一个挑战。
Thailand is a developing country and is seeking more investments for its own infrastructure and to make available international products at affordable rates to its consumers (Young & Limjirakan, 2011). Its skin care industry in particular is not attractive as it rose about 7% in 2014, indicating both the scope for new entrants and limitations of the industry growth for certain time. In addition, Thailand has an aging population and less number of youth and middle aged population, inferring that for a skin care company, it may be a challenge to convince the aged to use beauty creams.
Romania has a weak business environment, due to red-tape and mixed regulations implemented for business, making it difficult to really stabilize a company against the market (Li, 2009). It remains a developing country, and is socially rich but economically weak in its strength and willingness to make a quick shift to new ways of life and living. The country has production facilities and cheap labor which remains an advantage along with its amalgamation with the EU.
Thailand has not been away from corruption and it forms a large part of business licenses and bureaucracy. The country is low on the protection of intellectual property rights, which makes it difficult for the companies to continue with their exclusive products and patent protection (Bhasin, 2010). However, the country’s leadership is initiating and encouraging putting up new economic zones for large scale business investments.
Although Romania remained a non-EU country, after its accession to EU, the drive to establish strong legal framework has been initiated. The country is politically driven, but soon after starting their bureaucracy, it simply returns to the same old ways of corruption. It usually starts with the government officers, and ends with the companies. This makes the process more costly, tiresome, and drains the motivation to continue to do business in the country. It is however involved in strengthening its legislation and its enforcement for supporting business enterprises.