Swot Analysis Mac Cosmetics

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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