Lily Li        Unit-3        AVCE Business

SWOT Analysis

SWOT analysis is a tool for auditing an organisation and its environment.  It is the first stage of planning and helps marketers to focus on key issues.

Once key issues have been identified, they feed into marketing objectives.  It can be used in conjunction with other tools for audit and analysis, such as PEST analysis. It is a very popular tool with marketing students because it is quick and easy to learn,

  • Strengths

 

Probably the biggest strength that Lancôme possesses is its reputation. The company has been in business for 70 years and therefore have built a great reputation for excellent service, quality and fashionable products.

Lancôme is now got the 7th biggest market share in the total UK retail make-up market. A recent success story for Lancôme is the Juicy Tubes lip-gloss range, and it was advertised by super model Elizabeth Jagger. Now Lancôme is extending its range of ‘Juicy’ products with a whole collection. The fruity high-gloss range includes: Juicy Vernis, perfumed glossy nail polish; Juicy Tube and Juicy Tube Pop; and Juicy Rouge Magic Shine mirrored wet-look lipstick.

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Lancôme also is a world-wide Global business. It is distributed in over 140 countries based on three areas-skincare, makeup, and perfume- the brand is spread out evenly over three continents:1/3 in Europe, 1/3 in America, and 1/3 in Asia and the rest of the world. This balanced distribution has give Lancôme strength and solidity in the world.

Lancôme stores are located on well known high streets and shops (E.g. Boots, Debenhams) which are highly populated; this will let Lancôme to sell their product more because they are located in popular shops, so there are more consumers.

These ...

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