Cherie Cosmetics Case

Topics: Marketing, Marketing strategy, Problem solving Pages: 5 (1133 words) Published: October 5, 2010
Ana Patricia B. Basa
Cherie Cosmetics Limited Elegante Division

Problem Statement

What should Heather King do in order to address the problem on launching the new product for the Elegante Division as well as address the communication problem in the company?


1. To be able to improve production of the new product being launched by Cherie Cosmetics. 2. To be able to address the communication problem in the company. 3. To be able to improve relationships among managers, department heads and among staff.

Areas to Consider

1. The Operations team lack of understanding of the product line and is inefficient.

Despite the efforts of Heather King in preparing a demonstration and presenting a PowerPoint presentation of the product to the operations group to insure a smooth introduction of the new line, the operations personnel did not appear to be fully aware of the complexities of the product and seemed unable to deal with the resulting difficulties. Also, the operations needed to be responsive to marketing changes in advertising and distributing as well as general marketing strategy.

2. Communication in the company is not efficient and effective.

Heather King made several calls and email to Sandra Mirano requesting the reason for the delay in shipment of products and this was totally ignored by the latter. Thus, Heather decided to bypass Sandra and wrote to her immediate supervisor Dennis Green instead also requesting for the status of the products. Heather did not receive any reply and her many subsequent phone calls were ignored. Thus, Heather again bypassed Dennis and called the supplier, Ryan Casey instead. During the MOPS meeting, Dennis Green was furious and he verbally attacked Heather for her breach of procedure in calling Ryan Casey directly. This was all because of lack of proper communications between departments.

3. The different departments do not share a common goal / common interest.

This is evident in Heather King’s case where the production department is not so motivated and is not driven to exert the same effort in producing the Elegante Line than in producing other Cherie Products. This is also evident in Ms. Mirano’s and Mr. Green’s action in deliberately ignoring Ms. King’s emails and phone calls because this is not much of their concern. Because each department has different goals, different targets, they tend to ignore the small details like the launching of a new product line. The departments lack unity and camaraderie.

Alternative Courses of Action

1. Conduct monthly meetings with both Marketing and Operations Team.


Conducting meetings not only for the department heads but also for the staff under different departments can help improve and widen their understanding for each department’s work. By giving both departments the chance to raise their concerns and by giving them a chance to explain the nature of their work and the complexities of the process will help the employees understand and be more aware of the efforts exerted by their co-workers. This is will increase production and improve the product quality because everything is transparent and everyone feels that they are involved in making the company successful. Also, marketing strategies in advertising and distribution will also be improved thus, increasing company sales.


Conducting monthly meetings is time consuming for the company. Also, this can affect the production and marketing side as they will be taking time off from work to attend the meetings. Meetings can also be unsuccessful if one or both departments do not learn how to listen and be proactive and also, tension may arise if one or both departments do not learn how to compromise with each other.

2. Heather King to talk directly to Bob Shaw before the next MOPS meetings.


If Heather King decides...
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