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Introduction

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 Lanc�me 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. Lanc�me is now got the 7th biggest market share in the total UK retail make-up market. A recent success story for Lanc�me is the Juicy Tubes lip-gloss range, and it was advertised by super model Elizabeth Jagger. ...read more.

Middle

These factors have assisted them to maintain their high market share in the premium-cosmetic market. * Weaknesses One of the Weaknesses is that Lanc�me is not Number one in the Premium market. It's main competitor Estee Lauder is the one who dominates the premium market. Promotion is another weak factor. Although Lanc�me does have advertising, but it's very small proportioned compared to L'Oreal etc. So increasing its advertising is very important. Also from my questionnaire I found that consumers have never used any coupons or vouchers to get off money from Lanc�me, so I need to also consider this area for promotion. * Opportunities It is essential for Lanc�me to take advantage of all the opportunities that they encounter. A key opportunity is improve its design of Juicy Tubes and extend this idea further which can also suited to older people as from the National statistics it was said that there is a growing population of older people. ...read more.

Conclusion

By the end of 2003, sales of lip make-up are expected to be 50% higher than 2003. * Threats The biggest threat Lanc�me now facing it's the new product of pure pop gloss from Estee Lauder. As the new product is so similar to Juicy Tubes the consumers might attracted to Estee Lauder's new lip pop gloss. Therefore Lanc�me have to keep up with the latest makeup and try to make a new product which is better than other brand's. Another threat is that if the government decided to make a law which is completely against animal testing. Then when Lanc�me want to introduce a new product, Lanc�me would not able to use it on animal to test whatever it's a bad effect or not. So when it used on humans, we may be allergic to the product because we don't know what humans will react on the products due to some ingredient in the products. Lily Li Unit-3 AVCE Business Lanc�me project ...read more.

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