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Listed below are the requirements for my paper. ?Can you please review to ensure that all requirements are met and the content correct. ?Please feel free to add anything additional that would enhance the paper. ?Thank you so much

Industry Forecasting

Select an industry that interests you. Using the political, economic, social, technological, environmental, and legal (PESTEL) analysis as covered in the text, analyze the factors that may impact the industry that you have selected and the successful marketing of a company?s product. Evaluate the factors you perceive to be the biggest strengths and weaknesses. Describe some opportunities for growth that could be capitalized over the next five years.

Your paper must be a minimum of three to four pages (not including the title and reference pages) and be formatted according to APA style as outlined in the Ashford Writing Center. You must use at least three scholarly sources from the Ashford University Library, one of which must be peer reviewed, in addition to the textbook.

The paper

Must be three to four double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center.

Must include a separate title page with the following:

Title of paper

Student?s name

Course name and number

Instructor?s name

Date submitted

Must use at least three scholarly sources from the Ashford University Library, one of which must be peer reviewed, in addition to the textbook.

Must document all sources in APA style as outlined in the Ashford Writing Center.




Cosmetics Industry Forecasting


Alonda Martin


BUS 620 Managerial Marketing


Instructor Susan Sasiadek


May 23, 2016








Cosmetics Industry Forecasting



The cosmetics industry has seen a huge increase in sales over the past six years. The


cosmetics industry does not only include makeup and many may think. It also includes nail


polish, skin care and fragrances for both men and women. The Drug Store News commissioned


consulting form Kline to compile sales and they found that cosmetics industry posted sales of


$36.5 billion in 2010 (Alexander, 2011). With the cosmetics industry covering several categories,


major brands such as MAC Cosmetics, Estee Lauder and Make Up Forever have offered


products in each category to gain brand loyalty to its customers. The factor that directly impacts


the cosmetics industry is economic factor. Economic factors make up a category of variables


that relate to the prevailing overall condition and health of the economy in which target markets


exist. (Finch, 2012).


The Factor that Impacts the Industry


As stated previously, the two factors that impact the cosmetics industry include economic


and social factors. Economic factors determine how much disposable income a customer has to


purchase luxury items. Although spending on most consumer products during the recent


recession has predictably declined, one class of products has fared unusually well: beauty


products (Schaefer, 2008). For instance, sales figures from one of the world?s biggest cosmetics


companies? L?Oreal ? showed that during 2008, a year when the rest of the economy was


suffering record declines in sales; they experienced sales growth of 5.3% (Elliot, 2008).


Although the country was in a recession, women still purchased cosmetics that made them feel


good about themselves.








Successful Marketing



MAC Cosmetics is one of the most respected, well-known and profitable companies in


the world. When MAC Cosmetics began in 1985 by Frank Toskan and Frank Angelo in Toronto,


the company was successful but did little advertising because of their budget. When the Estee


Lauder Companies took control of the company in 1998, the company was able to reach a larger


consumer market along with their core customers in the fashion industry. MAC Cosmetics sells


everything from eye shadows to lipsticks. One of the most successful and noticeable products is


Viva Glam lipstick where 100% of the selling price goes to men, women, and children loving


with or affected by HIV/AIDS. In fact, it?s the only product that MAC will advertise in


magazines and Viva Glam has its own spokesperson. The Viva Glam lipstick is advertised in


Allure, Cosmopolitan, and Vogue Magazines. The lipstick campaign has successfully raised over


$350 million according to the MAC AIDS Fund.


Strengths and Weaknesses


One of MAC?s biggest strengths is their popularity with celebrities and their back stage


presence during fashion week. Like many makeup companies, MAC gained recognition thanks


to one product, the lipstick. In the early 1990?s famous entertainer Madonna, told a reporter that


her favorite lipstick was MAC Ruby Woo, which caused all of her fans to purchase the lipstick


and increased the popularity of the cosmetics company. Another strength is free advertisement


with popular You Tube makeup tutorials from makeup artists, has placed MAC as a stable when


completing the perfect makeup looks. The company has become synonymous with selling


quality products at a reasonable price and is popular with professional makeup artists. With the


beauty industry increasing revenue, so have the competition in the industry.









Not only have makeup artists, such as Bobbi Brown Cosmetics started their own


cosmetics company but also popular celebrities such as Kylie Cosmetics Lip Kits by Kylie


Jenner. Celebrities have used their fan base to promote their cosmetics and have sold based on


the popularity of the product and not the quality of the product. Makeup trends change


constantly and MAC Cosmetics is slow with reacting to change. For instance, 2 years ago matte


lips became all the rage in magazines and with celebrities because of the long wear, opaque and


flat color finish. Through new technology advances in makeup lip matte colors gave a longer


wear than the traditional lipstick. Other companies such as Kylie Cosmetics and Jeffree Star


Cosmetics were quick to introduce liquid matte lipsticks and establish themselves among


customers. MAC was really slow to market a rival product and customers lost interest because


the lip trend began to change to a creamy finish instead.


In today?s market, social media plays a huge part of advertising products. Cosmetic


companies connect with customers using Instagram, You Tube and Facebook to introduce new


products and offer how to make up tutorials using their products. According to Kylie Jenner?s


Instagram page she currently has over 61.5 million followers to market her lipstick products to


while MAC Cosmetics only have 14 million. MAC has allowed other companies to have a


stronger marketing presence by not changing their advertising model. MAC has focused on their


core market of the fashion industry instead of the consumer market that purchases their products.


Growth Opportunities


MAC has great growth potential in the consumer market by creating a market penetration


strategy using their social media and website appeal. Consumers today love ?how to? videos on


current and classic makeup trends and utilizing their social media followers to showcase makeup









looks during product launches would increase their appeal. Another way to utilize social media


is to sponsor established makeup artists who have over a million followers to showcase their


products during tutorials. This would allow their products to reach a customer that may not


know of their existence and increase cognitive learning by the viewer. Cognitive learning


describes an active learning process based on information processing within the mind of the


consumer and is typically prompted by the perceived need to make a decision (Finch, 2012).




When marketing products today, one of the least expensive ways to expand your market


is utilizing social media and websites. This type of marketing introduces the product and allows


potential customer to engage in product knowledge and drive them to purchase products. It?s


really important for companies to frequently conduct SWOT analysis to provide users with an


accurate and realistic assessment of the situation facing the firm with respect to a specific market


opportunity, enabling them to decide whether to proceed with the concept or abandon the plan


(Finch, 2012). Markets constantly change and companies must adapt to stay relevant in theor


respective market.











Alexander, A. (2011, May 4). U.S. sales of cosmetics, toiletries rise above pre-recession levels.


Drug Store News .


Elliott, L. (2008, December,22) Intro the red "lipstick effect' reveals the true face of the


recession, The Guardian


Finch, J. (2012). Managerial Marketing. San Diego, CA: Bridgepoint.


Griskevicius, V & Millet, K. (2011, October 1)


Schaefer, K (2008, May 1) Hard times, but your lips look great. The New York Times.










Paper#9256570 | Written in 27-Jul-2016

Price : $22