ASSIGNMENT OF GROUP 7 ON STRATEGIC
MANAGEMENT
TOPIC: STRATEGIC ANALYSIS OF
MAYBELLINE VIETNAM
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General Analyze the Analyze Analyze Suggestions
introduction external internal the current for
about the environment environment strategy of adjustments
business the and additions
business to the current
strategy
HISTORY
- Maybelline, also known as “Maybelline New
York”, is a cosmetic brand specializing in
providing makeup products at affordable
prices, founded in the US in 1915 by
pharmacist Thomas Williams.
- The top cosmetics brand in the world,
Maybelline New York with over 129 countries
where it is accessible.
GENERAL - In 1996, L’Oreal acquired Maybelline.
=> Maybelline now is a trademark of L'Oreal.
INTRODUCTION
ABOUT THE
BUSINESS
VISION
Maybelline New York conveys a lifestyle full
of passion and freedom which has been
successfully embraced worldwide. They
create cosmetics that broadcast to a global
audience New York City's fashion sensibility
and pulse. They firmly believe in
empowering everyone to appear and feel
equipped to take on the world.
MISSION
MISSION
Their diverse values are reflected in everything they produce in the product which is
diverse, hardworking, no-hassle, and on the pulse. They create cosmetics that
broadcast to a global audience New York City's fashion sensibility and pulse. They
firmly believe in empowering everyone to appear and feel equipped to take on the
world.
Diverse: makeup for every look, style, skin tone
Works hard: Makeup that stands up to the city
No hassles: fast and easy on-the-go makeup
On the pulse: Trendsetting look from NYC
ANALYZE THE EXTERNAL
ENVIRONMENT
2.1 Macro environment
1.Economic forces:
Market orientation
Income distribution and purchasing power
Economic development
Infrastructure
Inflation Rate
2. Political and legal forces: Thanks to the policy
stability, financial market structure, and availability of
Capital now at reasonable rates.
3. Socio-cultural forces:
Number of special interest
groups
Speed of urbanization
4. Technological forces :
With the development of technology,
Maybelline has taken advantage of standing
firmly in the market and developed the brand
in a very spectacular way.
2.2 Industry environment
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COMPETITIVE BARGAINING BARGAINING THREAT OF THREAT OF
RIVALRY IN THE POWER OF POWER OF NEW SUBSTITUTES
INDUSTRY SUPPLIERS BUYERS ENTRANTS
3. ANALYZE
INTERNAL
ENVIRONMENT
3.1. Analyzing resources
3.1.1. Tangible
a) Production technology:
Maybelline New York, introduces the "Conscious
Together" sustainability program, aiming to
create a more responsible business model for
the brand by changing processes, innovating,
and mindset to reduce impact on the planet.
EX: Conscious packaging, Conscious disposal,
Conscious Manufacturing, Conscious
formulation
b) Material facilities
Maybelline's headquarters is currently in
New York, USA and its operating area is
global with more than 120 countries.
Currently, Maybelline Vietnam is available
in almost all provinces and cities. Most
concentrated on two big cities: Hanoi and
Ho Chi Minh City.
3.1.2.INTANGIBLE
a) Brand and reputation b) Person
Thanks to that, Maybelline has
Maybelline is a subsidiary of the maintained its number one
French cosmetics group L'Oréal. position among the famous
It was the launch of the transnational brands in the world.
Mascara product that created Maybelline's Marketing Strategy
popularity in the cosmetics deserves to be a useful lesson for
industry. other brands in general and
students of business schools in
particular.
3.2.
ANALYZING
COMPETENCIES
Product capacity: Maybelline has the
ability to develop and produce high-
quality makeup and skin care
products that are diverse and suitable
to consumer needs. This includes
understanding and adapting to
market trends and requirements.
3.3. ANALYZING CORE
COMPETENCE
Maybelline has the ability to build and manage
effective marketing and branding strategies.
They use media, advertising campaigns and
distribution channel strategies to increase
brand awareness and increase sales.
3.4. COMPETITIVE ADVANTAGE OF
MAYBELLINE
Superior customer responsiveness
The challenge for the company is to strategize on maintaining the
global brand to stay ahead of competitors seeking to globalize their
brands. Individuals aged between 14 and 24 are many. Since youths
are more technologically oriented, the company could reach them by
planning promotional campaigns using different media, especially
those dominated by teens.
SUPERIOR QUALITY
Proper market positioning is also ideal as a
strategy to expand the market.
Even though Maybelline was the first to introduce
a product addressing the concerns of aging, poor
positioning was the main reason Revlon defeated
Maybelline to be the market leader through its
Age Defying Makeup. This will help the company
to be ahead of the competition.
Strengthening Market Presence
Maybelline could also use cross
marketing opportunities to
strengthen presence in the
market.
Given the market share held by
brands such as Great Lash and
the loyalty of consumers to this
brand, the company can
strategize on penetrating this
market so that it can expand its
market.
3.5. The sustainable competitive advantage of Maybelline New
SUSTAINABLE York lies in several key factors that contribute to its long-term
COMPETITIVE success and dominance in the cosmetics industry:
ADVANTAGE
OF
MAYBELLINE
Product Global Presence
Innovation and and Distribution
Quality Network
Brand Extensive
Recognition Product
and Reputation Portfolio
4. ANALYZE THE CURRENT
STRATEGY OF THE BUSINESS Business-level
Strategy
4.1 Cost Leadership strategies:
Affordable prices: Maybelline provides high-quality products at
01
affordable prices, suitable for the income of Vietnamese
consumers.
02 Value-based pricing strategy: Maybelline's products are easy to identify
with a very personal and dynamic, eye-catching design and also come
from a large corporation in the world, Loreal, which has made customers
believe that the product is well worth the price.
03 Promotional programs: Maybelline regularly implements promotional
programs to attract customers and increase revenue.
4.2 Differentiation strategies
Diverse High quality Innovation Understanding
product range All products the Vietnamese
Maybelline
must be tested market
Maybelline constantly
offers a variety after being launches new Maybelline
manufactured develops products
of product products to keep
and meet the that suit the tastes
lines to meet up with market
standards and skin
the diverse trends
required by the characteristics of
needs of US before being Vietnamese
customers imported. people.
4.3 Focus strategies
Focus on the mid-range market segment
Maybelline focuses on the mid-range market
segment, where there is a large potential
customer base.
Focus on distribution channels
Maybelline focuses on effective distribution channels such as
cosmetics stores, supermarkets, and online sales channels and
advantages of those are extensive distribution network, easy to
reach customers.
Mentality: Because you are still school-age, you will often
prioritize age-appropriate products and not wear too much
makeup.
Price: The product is aimed at students, so the product has a very
affordable price, only 170.000 VND per bottle of foundation.
Product quality: The product has a soft, creamy
texture that is easy to spread and blends quickly
and naturally on the skin. The thin, light, shiny finish 4.4 Niche
is suitable for going to school or work
market
Geographic location: Products are sold A typical example is the Fit Me Fresh
at cosmetic stores, and genuine Tint foundation product with a
company booths on e-commerce relatively newer, younger customer
platforms such as Lazada, Shopee... base: young Z (ages 16 - 22 years old).
5. SUGGESTIONS FOR ADJUSTMENTS
AND ADDITIONS TO THE CURRENT
STRATEGY
Enhance customer interaction on
social media channels, not only
through posts but also through live
videos, live streams or giveaways
Diversify product lines, not only
focusing on makeup products but also
adding skin care products, hair care
products or beauty accessories
Strengthen research and development
of new products, according to market
trends and needs.
THANK YOU
