This report will be based on the organisation ‘MAC Cosmetics’. This report will cover recommendations to improve competitiveness of the company as well as looking over the current environment. To accomplish this a detailed PEST and SWOT analysis will be carried out and analysed. The identification of current target segments for the company will also be carried out and a marketing mix analysis will also be undertaken to see which elements of the mix are most relevant towards the identified target segments. PEST & SWOT Analysis
Tax policies – MAC cosmetics is now sold in more than over 57 countries worldwide so shipping of products will need to be taken into account because of tax policies. (www.prnewswire.co.uk) Product liability insurance – This will be needed for most organisations selling products like this. This will protect the manufacturers if a person was to file an complaint about the product. E.g. Product causing harm. Trade regulations - These laws are placed to ensure a free and competitive economy, so that the best prices, quality and resources will be provided to the consumers. Economic
Consumer spending – MAC has nothing to worry about when it comes to consumer spending as it has been stated “How the average woman spends £9,000 on make-up in her lifetime”. Make-up will always be an essential. (www.dailymail.co.uk) Investor confidence – MAC is 100% a company which leaves its investors fully confident and draws in interested investors all the time. This is because MAC is placed in over 300 locations and its consumers are not only your average workers but designers and celebrities too. (www.pamperyourselfdenver.com) Recession – In times of recession cosmetic companies do not need to worry as it is known that the make-up sales increase as women like to treat themselves and make themselves feel better at times of recession. (www.dailymail.co.uk) Social
Lifestyle changes – No matter what lifestyle or income a consumer has, because of awareness created by the media, consumers will always go for the high quality products even if means spending a couple of pound more. (www.thedailystar.net) Demographics (age/gender) & cultures/religions – MAC’s theme is ‘All ages, all races , all sexes’ this line definitely shows a strong image which wll pull in all consumers. Trends – MAC is known to be one of the biggest trends for all ages because of the celebrities that advertise MAC. MACs latest new celebrities are Lady Gaga and Cyndi Lauper, both different ages, MAC once again catering for all ages. As well as this MAC is frequently advertised in all the magazines. (www.maccosmetics.co.uk) Awareness (Funds) – Another reason why MAC is so popular is because of all the funds that MAC support such as AIDS/HIV. This can be a very good selling point as the consumers will have the satisfaction of giving back. (www.maccosmetics.co.uk) Technological
Delivery – Online store available making it more accessible for their consumers. SWOT Analysis
Leading Brand – MAC Cosmetics is one of the leading brands when it comes to the Hollywood lifestyle (Movies, Music, Theatre), this is why so many people are joining onto the MAC bandwagon day in day out. (www.finance.yahoo.com) Awareness – MAC has 5 programs, Cruelty-free beauty, back to MAC recycling, MAC kids helping kids, MAC AIDS fund and lastly the MAC PRO program. With all these programs in place it targets a completely different type of audience it will encourage the more anti-make-up consumers. (www.pamperyourselfdenver.com) High Quality – MAC Cosmetics is known for having the highest quality products with the widest range of colours. (www.maccosmetics.co.uk) Customer Loyalty – MAC Cosmetics have ensured customer loyalty because of programs such as the above and because of how the MAC employees have learnt in training not treat their customers as just customers but to help them and make the customers...