Conclusion

The Honest company has done an incredible job of penetrating the all natural market. There is still much work to be done as new market entrants continue to emerge and the company continues to gain market share. The company has awoken many of the current major market share holders to reinvent their brand image and create lines of products that fall more in alignment with the emerging trend of safer products that are all natural. To capture this audience it will be inparative that the Honest company be the leader in providing education to their consumers that they can leverage to drive adoption. The Honest company would leverage their educational content to help enforce the importance of all natural products and revert this to their product lines that fit the mode for all natural products. The majo play will be for them to get third parties who can stress the importance of using all natural products and create urgency for consumers to be aware of the current products that don't fall under all natural.

Honest company will not only need to survive and dominate in the US market but will also need to dominate the market on a global scale. As more countries grow and integrate into technology the opportunities for global expansion become endless. Honest company will need to look at positioning themselves as a global threat in their industry and find niches in individuals countries that can help spread awareness globally. Failure to be aggressive by the Honest company will result in loss of market share and create more barriers for them to ever dominate the market.