Swot Analysis Mac Cosmetics

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  • Topic: Cosmetics, Make-up Art Cosmetics, Make-up artist
  • Pages : 12 (3547 words )
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  • Published : April 3, 2011
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“All Races, All Sexes, All Ages”

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Makeup Art Cosmetics
SWOT-analysis

Executive Summary

This report is to find out what M·A·C’s strengths, weaknesses, opportunities and threats are. The research question is stated like: Should M·A·C adapt their promotional tools in the Dutch market in order to increase their sales and brand awareness?

After analyzing the external and internal environment, it became clear what the strengths, weaknesses, opportunities and threats are.

|Strengths |Weaknesses | |- “Heart and Soul” |- No distribution in regular drugstores | |-“Back to M·A·C Recycling” | | |- Prices are inexpensive | | |- Famous without using advertisement | | |Opportunities |Threats | |- Viva Glam Collection only known in the U.S. |- Threat of substitutes | |- Growing market in Asia |- New European legislation |

M·A·C is a company with strong core competences. After analyzing the external environment and internal environment, there are no big threats for M·A·C. However, there are always things M·A·C can improve. It would be advisable for M·A·C to expand their distribution places and sell their products in regular drugstores.

It is not necessary to adapt their promotional tools in the Dutch market, because it is already a big market. However, not everyone recognizes the brand. Therefore, it is advisable to increase their advertising, not only in the Netherlands, but all over the world. This would be a great opportunity for M·A·C to grow, and gain more brand awareness amongst the rest of the world. Table of Contents

Introduction/Problem Definition ………………………………………………………………………………………………. P. 4

Chapter One: Current Situation
1.1 The Company …………………………………………………………………………………………………………….P. 5 1.2 Organizational Structure …………………………………………………………………………………………..P. 5 1.3 Sales/Profits ……………………………………………………………………………………………………………..P. 5 1.4 Mission/Vision ………………………………………………………………………………………………………….P.5 1.5 Core Competence …………………………………………………………………………………………………….P.5

Chapter Two: External Analysis
2.1 Market Analysis ………………………………………………………………………………………………………..P.6 2.2 Customer Analysis ……………………………………………………………………………………………………P.6
2.3 Competitors Analysis ………………………………………………………………………………………………..P.7 2.4 Macro Economic Environment Analysis ……………………………………………………………………P.7

Chapter Three: Internal Analysis
3.1 Innovation ………………………………………………………………………………………………………………..P.8
3.2 Market Position ………………………………………………………………………………………………………..P.8
3.3 Marketing Mix
3.3.1 Product …………………………………………………………………………………………………….P.8
3.3.2 Price ………………………………………………………………………………………………………..P.8
3.3.3 Place ………………………………………………………………………………………………………..P.9
3.3.4 Promotion ……………………………………………………………………………………………….P.9
3.3.5 Personnel ………………………………………………………………………………………………..P.9

Chapter Four: SWOT-matrix/Recommendation
4.1 SWOT-matrix ……………………………………………………………………………………………………………P.10
4.2 Recommendation …………………………………………………………………………………………………….P.10

Sources ……………………………………………………………………………………………………………………………………. P.11 Introduction/Problem Definition

Make-up Art Cosmetics, also known as M·A·C, is a...
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