Brand weaknesses:. MAC Cosmetics does not have a large amount of weaknesses. Ones weakness the company is facing is the pricing of its products. So for this reason MAC cosmetics products are largely available to the professional and celebrities only. Only a very few common people can buy it. Brand strengths:.

MAC Cosmetics is a world renowned cosmetics company. The company's unique and well known brand image has created a strong celebrity following. In addition, the brand receives a bast amount of the word of mouth endorsements from professional make up artists. Their prides itself in creating high qualityfashion forward products that are cruelty free while providing cunsumers with the experience of being attended to by highly trained makeup professionals.

Brand Opportunity:. Mac Cosmetics has a few marketing opportunities available to them. Firstly, MAC has the oportunity to create more freestanding stores rather than having a small spot designed for the comany in a larger department. They also have an opportunity for international expansion. In society today, consumers have become more healthy conscious and MAC has the opportunity to advertise that all.

HOW TO: Enhance Blue Eyes - MAC Cosmetics

Finally, existing programs like their MAC Aids Fund present additional marketing opportunity for their cosmetics company.

Brand Threats:. Threats that MAC Cosmetics is currently facing are main competitors. In regards to competitive threats, the main threat is in their pricing because their prices are very high. Their products are unable to reach to the common people unlike Loreal and Revlon whose prices are comparatively cheaper. Giorgio Armani S. December 15, MAC cosmetics.

December 14, Armani's Philosophy. December 13, December 12, December 11, Armani Home. December 10, Armani Hotels and Resorts.

mac cosmetics swot analysis

December 9, December 8, Armani's Brand Strategy. December 7, Makeup Art Cosmetics Inc. The MAC brand is exclusively sold in department stores and on the Web. You will not find it at discount outlets or drug stores. The first U. They wanted to create cosmetic products that could better withstand the rigorous wear required to withstand photo shoots, such as the heat from bright lighting.

Toskan was the idea man in the company. Before he partnered with Angelo, he spent hours experimenting with formulas with the help of chemist Victor Casale, who was also his brother-in-law.

mac cosmetics swot analysis

He formed a business relationship with Angelo since he was a skilled entrepreneur. Even with a marketing strategy based solely on word-of-mouth, M.

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From sponsoring international fashion weeks to hosting slick celebrity powered parties. As we all know product, price, promotion and place are the four fundamental variables that either make or break a company. There are currently locations between Canada, the U.

One of the remarkable aspects of the success of M. Cosmetics is the way the company has grown without the conversational help of big advertising campaigns. Being true to the customer and serving their needs brings success. This company is a leader and never follows what other companies do.

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Success can be found in many different ways, keeping in mind innovation and constant creation of new ideas. To be the worlds leading make-up authority among both professional make-up artists and consumers. To meet everyday needs for nutrition; hygiene and personal care with brands that help people feel good, look good, and get more out of life. As an organization it commits itself to high standards and creative development with an enterprise concept that all pains have gains.

C cosmetics has a great position on corporate and social responsibility. The public image of this business is supported, due to many different surroundings. Customers are given a free lipstick of their choice with the return of six empty containers.

She told students that it is important for a company not only to be good at business,but also to treat employees well, conduct business responsibly and behave as a good global citizen. So far, the biggest success in terms of sales has been former Baywatch star Pamela Anderson, in part because the actress was so open and honest.

No one should be ashamed of getting an illness. Recently, M. The M. PRO Program is provided to professionals in the industry. An annual fee must be paid for this service. Cosmetic professionals and students receive discounts on purchases.

MAC Cosmetics Case Analysis

Cosmetics was initially distributed among friends only in the fashion industry and till today M. This is all credited to word of mouth publicity and celebrity endorsements, which usually includes models, pro make-up artists and actresses.

Without this sales pressure, the M. In addition to creating the beauty trends on the runway, fashion shows around the world play a critical role in the M.

mac cosmetics swot analysis

Cosmetics Product Development process. Artists use this unique opportunity to test-drive product prototypes sometimes years before they reach consumers. Along with treating customers with respect, M. Cosmetics is also acknowledged for its recycling program. In return of every 5 products, M.As ofMAC Cosmetics is one of the leading brands in the lifestyle and retail sector.

Strengths are:. Founded in in Toronto Canada 2. Available over locations in 15 countries with employees 3. Company owned and operated stores 4. Socially responsible image.

Informational website 2. Selling through retailer website 3. Taking advantage of selling online. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

Browse marketing analysis of more brands and companies similar to MAC Cosmetics. Write for Us! Quizzes test your expertise in business and Skill tests evaluate your management traits. Related Business Content. Top Companies Lists. Start Learning Now! Strengths are: 1. Socially responsible image 5.

High quality of products 6. Limited brand awareness as compared to other global players 2. Controversy about product launch created a problem. Prev: M and M Direct. Next: Mac's Fresh Market. The brand names and other brand information used in the BrandGuide section are properties of their respective companies. The companies are not associated with MBASkool in any way. Utmost care has been taken in the analysis of the brands.

However, if you find any ambiguity kindly help us improve. Similar Brands in the same Sector:. Management Quizzes Skills Tests. Follow us on. Lifestyle and Retail. Professional Makeup Artists including models and Actors, Retail consumers- younger women.

Word of mouth endorsements by Makeup Artists. Taking advantage of selling online 4. Increase brand reach and presence globally.Its market base is globally with most of its stores located in North and South America.

The initial intent was to sell high quality cosmetics to professionals. However, the brand rapidly was sought out by photographers, celebrities, and fashion models. Shortly after became available to the general public for everyday use. The brand was desired because of its refined texture, durability. I have also cited any sources from which I used data, ideas or words, directly quoted or paraphrased.

This work was prepared by me specifically for this course. Table of Contents I. Introduction page 2 II. Situation Analysis page 3 A. Mission Statement. This report will cover recommendations to improve competitiveness of the company as well as looking over the current environment.

Competitor Analysis of MAC Cosmetics

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. MAC Makeup Art Cosmetics is originally a Canadian company that have been operating for more than 20 years and it has already penetrate to many countries all around the world, in the North and South America at most.

It sells brand cosmetics of high quality that is intended for professional as well as everyday usage. The brand is sought-after also by many celebrities, fashion models, and photographers because of its delicate texture, huge choice of colors, and durability.

The products are usually. The reasoning behind the creation of MAC was due to their frustration of the lack of colours available to purchase in the current market at that time.

The two entrepreneurs developed the cosmetics in their kitchen and sold them from their hair salon in Canada, until they launched in a department store MAC, The way in which MAC was established gave.Please join StudyMode to read the full document.

Makeup Art Cosmetics Inc. In fact, it is so popular and prestigious in the celebrity world that it has been mentioned in pop songs, such as "Unpretty" by TLC.

The MAC brand is exclusively sold in department stores and on the Web. You will not find it at discount outlets or drug stores. The first U. They wanted to create cosmetic products that could better withstand the rigorous wear required to withstand photo shoots, such as the heat from bright lighting. Toskan was the idea man in the company. Before he partnered with Angelo, he spent hours experimenting with formulas with the help of chemist Victor Casale, who was also his brother-in-law.

He formed a business relationship with Angelo since he was a skilled entrepreneur. Even with a marketing strategy based solely on word-of-mouth, M. From sponsoring international fashion weeks to hosting slick celebrity powered parties. The Estee Lauder Company Inc. But now, the cosmetics are also sold to anyone who wants to buy it.

S location on 5th avenue at Henri Bendel in New York. Also it launches its soon to be famous matte lipsticks. C has stores in 73 countries and 12, employees around the world so far. Many M. C stores are in department store or shopping center Because the mobility of the population is high.

The Promotional Mix M.

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C distributed products to top desiner who worked with top models and actors Word of mouth advertising M. The two entrepreneurs cooked up the cosmetics in their kitchen and sold them from the hair salon. Their first customers: fellow makeup artists, models, photographers…then came stylists and editors. With every colour, and every magazine credit, word-of-mouth popularity grew.

In Marchthe duo Estee Lauder now owns the company, as of It is premiere cosmetics line, with products that glamorous and often bold looks. The ranges of products are intended to complement all skin tones, and it's original committed to cruelty-free standards. Angelo was the original founder. Toskan was a make-up artist and photographer, and Angelo was the owner of a hair salon chain. Since they were both involved in fashion photography, they both quickly recognized the need for more durable, versatile and creative cosmetics products that could handle the demands of professional photo shoots.

Always on the cutting edge with their engagement of celebrity endorsements, awareness of social and cultural diversity, and involvement in charitable social initiatives, MAC Cosmetics has now grown to become one of the most popular and influential cosmetics companies in the world. The Company — nature of business operations and target markets Makeup and other cosmetic products has been a necessity to some women.They made their products for professional make up artists who would apply them on photo shoot models or studio actors and actresses.

Therefore, the initial client base consisted of members from the entertainment industry. Through celebrity endorsements, the line grew rapidly and became a product for the high fashion industry. The two founders used and expanded their business networks to grow their product lines.

Many consumers appreciated the longevity and quality of their products. Because of this, MAC enjoyed more celebrity endorsements; artists, such as Pamela Anderson and Debbie Harry, promoted their products in the late s. In the subsequent decade,the company formally entered the US market by opening its first New York store. MAC also grew its market by establishing its first European store in Paris, five years later. The company has expanded in a number of other influential countries, including China.

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Inthe company sold a substantial portion of its products to Estee Lauder. Inthe latter firm became the full owner of MAC after both founding entrepreneurs left the business.

Estee continued with the original product lines but kept diversifying its range. Now one can find MAC stores in various parts of the world.

The firm has a niche among professional make-up artists, even though ordinary consumers are fond of their products, as well Byron B3. Vertically integrated, multinational organizations currently dominate the US cosmetics industry. Most of them manufacture, distribute and sell their products independently. Acquisition and buy outs are commonplace in this industry.

mac cosmetics swot analysis

Several of them prefer to create new business lines and streamline their production processes in order to stay ahead. The dominant players control a large market share because they have well established distribution channels.

In fact, distribution is one of the biggest barriers to enter in the industry. A lot of government regulations exist for imported cosmetic products, so smaller firms that plan on going international may experience a lot of difficulties in penetrating new markets.

The cosmetics industry is highly competitive; therefore, new entrants must be willing to create new product lines in order to stay ahead. The need for frequent product endorsements may also hamper some individuals from doing business in the industry. There is a high degree of rivalry in cosmetics production as evidenced through numerous imitation products.

For instance, the natural-product boom started with one organization and spread to other organizations that had to keep up in order to stay ahead.

The high number of small and medium-sized cosmetics companies causes larger players to up their stakes and continue innovating Etsee Lauder Consumers are highly influential in this industry as their needs often drive product development or research trends. For instance, men no longer think that the application of makeup is unconventional or peculiar; consequently, this has led to the development of many male-oriented products.

Additionally, a number of consumers want to use natural products thus propelling cosmetics manufacturers to avoid synthetic products to meet their needs. Further, some buyers want to use few products on their skin; this has prompted cosmetics suppliers to create multifunctional products. Suppliers do not have a lot of clout in cosmetics production as they are many. Cosmetics manufacturers rely on chemicals and products that can be found easily.

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This means that businesses such as MAC can negotiate the price of their products. Some individuals may buy a certain brad of cosmetics merely because of the name. Buyers readily identify with MAC products and have maintained a strong relationship with the brand. Looking for a paper on Marketing? Let's see if we can help you! In fact, several blogs and websites exist for women who love MAC products.Please join StudyMode to read the full document.

Makeup Art Cosmetics Inc. In fact, it is so popular and prestigious in the celebrity world that it has been mentioned in pop songs, such as "Unpretty" by TLC. The MAC brand is exclusively sold in department stores and on the Web. You will not find it at discount outlets or drug stores. The first U. They wanted to create cosmetic products that could better withstand the rigorous wear required to withstand photo shoots, such as the heat from bright lighting.

Toskan was the idea man in the company. Before he partnered with Angelo, he spent hours experimenting with formulas with the help of chemist Victor Casale, who was also his brother-in-law.

He formed a business relationship with Angelo since he was a skilled entrepreneur. Even with a marketing strategy based solely on word-of-mouth, M. From sponsoring international fashion weeks to hosting slick celebrity powered parties. The business plan concentrated on targeting young, fashionable females by creating cosmetic products which contain unique textures and colours. Since its inception, the company has grown to become a multi-national organization operating in over locations worldwide.

There is a medium power distance between managers and associates. Evidence supporting a high power distance is that promotions are based on job performance and not on obedience. The organizational design and structure is vertical with a tell pyramid since MAC directors now have to report to Estee Lauder top management please see Appendix 1 for a simplified organizational chart.

Further evidence which supports our conclusion of a The Estee Lauder Company Inc. But now, the cosmetics are also sold to anyone who wants to buy it. S location on 5th avenue at Henri Bendel in New York. Also it launches its soon to be famous matte lipsticks. It sells brand cosmetics of high quality that is intended for professional as well as everyday usage. The brand is sought-after also by many celebrities, fashion models, and photographers because of its delicate texture, huge choice of colors, and durability.

The products are usually very well tolerated on every skin type and MAC make-up items are also suitable for women with sensitive eyes. The prices of the MAC cosmetics are comparable with other high quality world brands, i. That hinders the company from further expansion into other countries, mainly in Central and Eastern Europe, because of the limited ways of sale. In the recent years, MAC has slowed down its spreading out around Europe and does not intend any sale strategy changes or new retail sale contracts.

After analyzing the external and internal environment, it became clear what the strengths, weaknesses, opportunities and threats are. C has stores in 73 countries and 12, employees around the world so far. Many M. C stores are in department store or shopping center Because the mobility of the population is high.


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