Swot Analysis Mac Cosmetics Essay

3560 Words Apr 16th, 2011 15 Pages

“All Races, All Sexes, All Ages”


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
…show more content…
With more than 750 locations in 48 countries worldwide, M·A·C is one of the largest growing makeup brands in the U.S. at the moment[1]. In 1994, Estée Lauder Companies acquired controlling interest in M·A·C and in 1998 EL completed their acquisition[2].

1.2 Organizational Structure (2009)[3]
President: Mr. John Demsey
Vice President of Global Finance and Forecasting: Mr. Bob Dunham
Senior Vice President and General Manager of Global Sales Artist Training Development & Finance – M·A·C cosmetics: Ms. Karen Buglisi
Senior Vice President and General Manager of M·A·C International: Ms. Sandra Main
Senior Vice President of Global Marketing: Mr. Guillaume Jesel

1.3 Sales/Profits
The last few years, M·A·C’s sales are growing rapidly. Sales showed a general upward trend with in 1985 $600 000, and in 1989 $3m. In 1990 sales shot up to $8.5m and $18m in 1991[4]. In 2007, M·A·C was endorsed in Estée Lauder’s annual report for their net makeup sales increase of 13% ($274.8m). M·A·C's Small Eye Shadow, Studio Fix, Lustreglass and Pro Longwear Lipcolour products alone generated $70m in revenue (2007)[5].

1.4 Mission/Vision
M·A·C’s company mission is “All Races, All Sexes, All Ages”. Their vision is that the M·A·C brand celebrates fashion and encourages creativity[6].

1.5 Core Competence
M·A·C has grown to become a multi-national organization without using any advertising tools apart

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