The Marketing Environment

Ethics and Social Responsibility

Mac cosmetics

Strategic Planning For Competitive Advantage

     
 Competitive Advantage  

 According to MKTG performing a SWOT analysis- that is, the firm should identify its internal strengths and weakness and also examine external opportunities and threats. , to identify their competitive advantage. A competitive advantage is a set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition It is the factor or factors that cause customers to patronize a firm and not the competition. There are three types of competitive advantage: cost, product/service differentiation , and niche. In the case of M.A.C cosmetics , their competitive advantage would be Product and service differentiation  .



                                          SWOT ANALYSIS                                  

         M.A.C Cosmetics 

     

         

There are thousands of you tube videos, and reviews of M.A.C products on the internet in 2013. But what makes this brand so popularized and talked about in make Makeup artist communities?

I can name many reasons as to why M.A.C has a competitive advantage  like how not only are the products high but their makeup has so much quality. Also how they target every type of customer, any race age or color they make it more personal. You can go into any M.A.C store, and you are assisted based off of your personal needs and wants. With many other high end competitors it can become a guessing game, where you have to buy a product and then try it at home and decide whether you like it or not, as with M.A.C you know what you're buying then and there. You would think that's the best part, but its not!

            M.A.C's competitive advantage would be their limited edition collections and collaborations . Almost monthly M.A.C comes out with a limited edition line that makes all makeup fans crazy. They're known for their iconic collaborations.  Their collaborations range from  Disney with "vemous villians , to DC comics with " MAC wonder woman" We can't forget Sanrios "Barbie loves MAC " colaboration. But the latest  "Rih RIh WOO" collaboration with singer Rihana  that launched in summer 2013, has made the latest and hugest impact. The launch sold out in the first three hours ! These collaborations are what makes M.A.C different. They continue to proov that there can always be more color in the world and more innovative products.They always eave customers wanting more .

History and Mission Statement

History

Make-up Art Cosmetics, better known as M·A·C, was established  when makeup artist and photographer, Frank Toskan and beauty salon owner, Frank Angelo brainstormed a  makeup line. Their goal was to create a makeup line that would suit their own professional needs.  Originally for professionals, but gained so much popularity that it launched to the general public soon after .In March 1984, they officially launched the line from a department store in Toronto. In 1994 M.A.C started retail industry’s first charity called M.A.C AIDS FUND , M.A.C was one of the first to bring charity to retail sector. They started M.A.C AIDS fund for men, women and children affected by AIDS.  In 1995, William Lauder of Estée Lauder Companies purchased 51% of the company and then in 1998, after the death of one of the founding Franks, they bought the remaining 49% share. Presently ,  M.A.C Cosmetics is sold in over 1500 locations and 78 countries worldwide.

Mission

M.A.C's motto is 'All ages. All races. All sexes' and so their make-up is designed to be accessible for all.

M.A.C  has always promoted individuality and artistic freedom within their brand. The company offers a sense of accessibility to their products and to anyone who enjoys the art of make up. From their line M.A.C PRO to counter tops in department stores, its available to professionals or experimenting new makeup users . M.A.C strives 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. M.A.C continues to satisfy the needs of its customers by constantly developing existing and new categories, each of which grows out of a demand from consumers.  Besides their commitment to the M.A.C AIDS Fund, the “heart and soul” of M.A.C, the company supports animal-free testing.