The cosmetic industry today is growing rapidly. Today more than ever people are concerned about how the look and search for ways how to improve their looks. This trend isn't just clearly noticable in the female population, but also very significant in the male population( metrosexuals).
Social environment
An important trend that is occuring today is that the population is getting older, and at the same time with a little help from the media people are becoming more aware of the importance of their appearance. Also, people are becoming more demanding and want the best for themselves, meaning quality. This gives high-quality cosmetic companies, which already have a brand name, like Clinique a competitive advantage.
Estee Lauder Inc., including Clinique have successfully adapted to the new movement called consumerism, which protects the rights of buyers. Clinique is commited to providing customers with innovative cosmetic products of the highest quality and outstanding service. ( Commitment and Principles)
Competive environment
The cosmetic industry today is dominated by a small number of multinational company, with big market shares. This industry grows significantly every year, making it very attractive for new entrants. Prestigious brands like Clinique are not only facing fierce competition from domestic new entrants, but also from international brands such as Shiseido, a popular Japanese brand.
references:
Bearden, Ingram, LaForge(2001). Marketing:Principles and Perspective, 3rd edition, McGraw-Hill/Irwin
Author Unknown, Commitments and Principles. Retrieved October, 23 from http://www.elcompanies.com/citizenship/commitments_principles.asp
Social environment
An important trend that is occuring today is that the population is getting older, and at the same time with a little help from the media people are becoming more aware of the importance of their appearance. Also, people are becoming more demanding and want the best for themselves, meaning quality. This gives high-quality cosmetic companies, which already have a brand name, like Clinique a competitive advantage.
Estee Lauder Inc., including Clinique have successfully adapted to the new movement called consumerism, which protects the rights of buyers. Clinique is commited to providing customers with innovative cosmetic products of the highest quality and outstanding service. ( Commitment and Principles)
Competive environment
The cosmetic industry today is dominated by a small number of multinational company, with big market shares. This industry grows significantly every year, making it very attractive for new entrants. Prestigious brands like Clinique are not only facing fierce competition from domestic new entrants, but also from international brands such as Shiseido, a popular Japanese brand.
references:
Bearden, Ingram, LaForge(2001). Marketing:Principles and Perspective, 3rd edition, McGraw-Hill/Irwin
Author Unknown, Commitments and Principles. Retrieved October, 23 from http://www.elcompanies.com/citizenship/commitments_principles.asp
