With the cosmetics business sector undergoing constant transformations, it is imperative to get to know the target market as well as consumer behavior in order to flourish. This is especially evident in Mongolia’s developing derma and natural cosmetics market, wherein grasping the unexploited potential of this niche market segment is very important. Adapting to the changing customers' preferences is not just required to be a part of strategies but an essential ingredient to stay current with the escalating demand.
While there are tremendous growth opportunities, businesses face major risks, especially in creating reliable relationships with foreign partners. Mongolia's small market and the challenges of getting suppliers together in such a geographically remote location present specific challenges that have to be solved carefully. Business leaders need to display steadfastness of purpose and build strong partnerships to secure their companies' place as reliable global partners, ready to take advantage of collaborative opportunities and to get hold of the crucial resources through which companies can sustainably develop and be resilient on the global stage.
Uranjargal Tumurbaatar, CEO of Green Gate International, dealt with these problems by taking care not only of the business part but also of the natural cosmetics market in Mongolia. The sense to perceive the future changes and consumer needs and to recognize the opportunities was an important part of her strategy which enabled her to make really good use of the whole segment development. Irrespective of the challenges which are the small size of the market and the remoteness of Mongolia, Uranjargal has been able to overcome them by developing strong ties and being dedicated to her resolve. By living up to her commitments, she acquired the trust of international partners, making her company a stable world partner welcoming collaborations.
“We collaborate closely with Mongolian dermatologists, providing international updates on skincare innovations. Working with healthcare content providers, we ensure that accurate information is distributed, representing over 20 renowned global brands in Mongolia,” says Uranjargal.
Empowering the Employees
Uranjargal gives her staff independence, which makes them learn from their failures and triumphs. Moreover, they have a sense of accomplishment when they make progress. Her firm recognizes that more than half of its workforce comprises young families, so she strives to create a workplace environment that caters to the needs of parents, and in doing so, she aims to ensure their satisfaction. Considering the difficulties parents experience when handling their schedules during times of traffic restrictions, she offers flexible working hours to accommodate their schedule.
Not only that, the Green Gate International office also has a special nap area with convertible chairs which are replaceable for employees to take rest during their breaks. These options contribute to the happiness and well-being of the workers, setting a new standard for the workplace in the region. “We are eager to lead by example in this area, showing others a positive example of how important it is for the companies to create a good working environment and the work-life balance,” adds Uranjargal.
Ethical Leadership
From her perspective, adopting ethical business behavior should be of foremost importance for a business venture. Although profitability is important, an ethical approach should be given preference ahead of any financial gain. She believes in establishing an environment where employees can learn, and where their individual growth and development are taken care of.
When they are allowed to make decisions, they develop skills for making those decisions and learn from successes and failures. This creates a feeling of pride in them because of their achievements.
Understanding the fact that young professionals and families are the majority of the workforce, she says it is crucial that we create a cohesive and family-friendly workplace environment. Uranjargal is striving to guarantee that her employees can be proud of their work regardless of its complications, especially for mothers who are working part-time. As a woman in leadership, she gives high importance to the well-being of the team and endeavors to provide both mental and emotional support.
Global Expansion & Mentoring
Uranjargal has a clear human resource management philosophy of delegating tasks to her team and letting them make their own choices, and even learn from their mistakes. It gives them a sense of ownership and pride in their work. The current stage of her company consists of a staff of approximately 120 people, most of them between the ages of 20-30 years. This is one reason why she pays close attention to the youth who make up the bulk of the organization’s employees. She does this by nurturing a culture of inclusiveness and support for young people within the organization where they feel happy and can perform their roles effectively.
Having often a positive state of mind, she provides her employees with consistent support and motivation no matter what problems they encounter during the work. Beyond that, she passes on the wisdom and experience she has accumulated during her career as an entrepreneur to the younger and upcoming employees, and through this, she provides them with the necessary support to develop. With mentorship and coaching, she is gearing towards getting people to shape up their activities in the field of entrepreneurship and make their professional dreams come true.
Adaptability & resilience are the most crucial skills for running a business in the modern world, especially in newly developing countries like Mongolia
Resilience & Adaptability
Adaptability and resilience are the most crucial skills for running a business in the modern world, especially in newly developing countries like Mongolia. Being the CEO, Uranjargal agrees that being flexible and balanced in the ever-changing world is the utmost priority, and at the same time, she has to do her best to remain resilient in the face of all the unavoidable hardships. Her journey was not without difficulties, as she faced the loss of some key players because of the restricted capabilities of Mongolia in terms of skilled labor. In response to this, she has reoriented her focus toward developing a firm organizational culture consisting of shared values and synergistic processes.
Forging a bond of trust with partners, her company has been true to fulfilling the promises made and relentlessly pursuing improvement of the process. This adaptive approach has made it an interface where the flow of international brands’ knowledge is smooth and quick. Going forward, the company’s strategic roadmap includes venturing into new markets in East Asia.
Emphasis on Leadership Development
Every September, Green Gate International holds a company retreat aimed at strengthening the team spirit. The company’s philosophy is like a hierarchy of leadership where Uranjargal manages people in her managerial team, who in turn manage team leaders, who then look after their teams. This mechanism ensures that the responsibilities are well distributed among the members and the organizational structure is followed at every level.
Uranjargal believes in the fact that the growth and progress of people are not only beneficial for themselves but can also serve as a driving force for the achievement of the set corporate goals. At the same time, many of her employees are young families, which is why she has designed a workplace that is family-friendly and gives them an environment to come to work and be happy. In order to achieve this, she has formulated policies like paid leave for birthdays and she is going to introduce facilities like a sleeping corner and Kids Corner at her office.
Personally, Uranjargal aims to fill the shoes of those who had mentored her when she was an upcoming leader of small and medium-sized enterprises. She plans to teach others through her capability of resiliency, adaptability, and ethical leadership. To budding entrepreneurs worldwide, her message is clear: build a team of experts, adhere to strong moral principles, and work hard in order to win recognition.
Uranjargal Tumurbaatar is a seasoned executive with over 12 years of experience in brand management, retail, and foreign trade. With a strong track record in building and nurturing over 50 brand relationships across three continents, she possesses exemplary executive leadership skills. Having led projects like Mongolia's first Health and Beauty store and the inaugural Drugstore, Uranjargal currently serves as the CEO of Green Gate International. Under her guidance, the company has been instrumental in launching and expanding brand adoption in vital sectors such as healthcare, baby food, and mother-baby categories in the Mongolian market since 2015, capturing a significant 73 percent market share in Dermacosmetics import data.
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