Overview of the Brand's Industry - Essay Sample

Introduction

Maybelline is an American multinational cosmetic company that manufacturers skincare products, fragrance and personal care products. The cosmetics industry in the United States is a competitive industry where there are many companies that manufacture cosmetic products in the United States. There a wide range of cosmetic products that are produced, and they include skincare products, hair products and beauty products. The cosmetic market has been growing over the years, and different companies serve different markets. The growth of the cosmetic industry is linked to the rise in disposable income among consumers where the consumers have more resources to spend. Maybelline is among the cosmetic companies in united states that produce products that have many customers that purchase its cosmetic products.

Is your time best spent reading someone else’s essay? Get a 100% original essay FROM A CERTIFIED WRITER!

Order now

Political Factors

Various political factors have added up to a smooth running of Maybelline operations. Others consider that the policies are stiff and unbearable, especially in France, where the company runs most of its processes (Anjana, 2018). Maybelline company continual success enabled it to secure a position on the Forbes analysis list. The company's products are viewed among the world's most appreciated brands. In order to reinforce the smooth running of the company, it is inevitable to access good relations with countries hosting the Maybelline Company. In correspondence to political goodwill, the company has set up a similar organization in Japan. Good relations have enabled the organization to conduct research and advancement for skincare problems.

Economic Factors

The economic progress of a country is pivotal, and equally affects the financial reputation of any business-wide drop in spending results to a recession which actively affects an organization (Anjana, 2018). In moments of recession, research establishes the yielding of cosmetic businesses, mores so, brands associated with makeups, suffer adverse impacts. This happens because makeup brands are considered as luxury products. In order to maintain an efficient and stable economic growth, cosmetic institutions have instilled the tactic of differentiating prices. Maybelline, as an established company has therefore included the concept of the price differential. The gross domestic product closely affects earnings associated with brands from the luxury composition. Therefore, Maybelline falls under the category of well-inaugurated companies. The company's operations rely on a promising economy. The company should consequently process more sell of their products as customers contain higher disposable salaries.

Social Factors

Maybelline has been at the forefront of initiating interactions with its consumers. Selective interactions have enabled the company to absorb ideas leading to the improvement of their products. Social talks serve as a measure to fit in our coming trends (Anjana, 2018). Change in trends concerning the consumption of products is inevitable. Maybelline was quick to identify an urgent need for skincare goods and services in Western Europe. The company responded by founding a skincare products range.

The organization further reveals the ever-growing appetite for the millennials, particularly the Asians. It has, therefore acquired Stylenanda, a known Korean brand linked to fashion. Each dawn, the demand for face care goods sets up. On account of growing demand, Maybelline has either improved ageing cream or done away with unproductive care products. Generally, the company's continual success is linked to its great expertise in amending new ideas. The brand's different range of goods continues to satisfy its customers.

Technological Factors

Technological advancement is as important as other factors in availing the needs of the ever-growing company. The company has served for quite some time since it was established prior to the growth of other institutions (Anjana, 2018). Maybelline Company has managed to manoeuvre its way in the ever-developing technology. The organization has accumulated investments both in real and essential technology in improving its customer's products. On account of providing better results, Maybelline in New York has seen to it increase demand for its products through online tutorials. The company engages its customers inefficient and most appropriate methods of using its products. On the other hand, online has been as an advertising site for the organization's goods and services. More customers are able to gauge the existence of a certain product and further relate to its specifications on the usage. Continual feedback from the public shows that individuals especially women, carry on to ultimately enjoy visual video aired.

Legal factors

Legal factors avail regulations concerning operations of a business in a certain place. The group is faced with the existence of counterfeit goods accruing in the market (Anjana, 2018). Such products tend to interfere with the goods offered by original brands. Unfortunately, some individuals in the beauty blogging industry end up contrasting such dupe with Maybelline original products. Legal action ought to carry on in identifying such imposters. The company has, in turn, led a complaint to social media platforms allowing such dupes.

Environmental Factors

On account of environmental factors, Maybelline Company has led an exemplary campaign in maintaining a sustainable business (Anjana, 2018). The latter has seen to it the implementation of various measures aimed at curbing environmental exploitation. The measures so far range at decreasing greenhouse emissions where their companies operate. The company has further advocated for the reduction in usage of water. Maybelline has initiated regulations leading to the acquisition of raw materials through organic production.

The Brand’s Culture

Maybelline has created a culture of manufacturing products that are of high-quality cosmetic products that meet the needs of the customers that use cosmetics. The culture of creating high-end products that meet the standards is a culture that has helped the company to retain its customer base and ensured the company maintains the standards as required by the customers (Palade, 2017). The culture has helped in the creation of a brand where customers associate the products of the company with quality products that meet the expectations of the people. The company carries out research on the demands and needs of the people and create products that meet the needs and desires of the customers.

The brand culture helps the Maybelline Company to compete with other companies in the cosmetic industry by making the customers to be associated with the brand because of the quality of products produced by the company. The brand of Maybelline Company is supported by the mission of the company which states that the company embraces innovation, being accessible and giving women the opportunity to live the lifestyle they want (Palade, 2017). Consumers want to be associated with the brand because of the quality of service and the affordability of its products in the market. The branding has shaped the perceived image to consumers where the image of the company is a company that is concerned on the needs of the people.

The culture of Maybelline is customer-driven, where the company encourages employees to be innovative in improving the cosmetic products to serve the customers in a batter way. The culture of quality and excellence on all the activities the employees (Palade, 2017). The culture distinguishes Maybelline from the rest of the companies in the cosmetic industry. The culture makes it easy for the company to market its products to the people because the customers understand the type and quality of products produced by the company.

Market Analysis

Maybelline has a huge market in the United States and outside the United States that it serves. The company estimates that it has a customer base of over thirty million users use products produced by the company. The market size is expected to grow as more people afford beauty products (Palade, 2017). The company also seeks to start marketing its products in new markets where there is a demand for cosmetic products. The market size for cosmetic products in the world will continue to grow as more people get an income and have extra money to spend. Maybelline manufactures products that are used by people from all races, which is effective for the company in increasing the market base for the products produced by the company.

The growth rate of the market will continue to grow as more people join the middle-class social group in society. The market growth rate has been rising over the years globally as more people begin to use cosmetic products (Palade, 2017). The cosmetic industry is profitable because the cost of products of raw materials used in manufacturing the products is less. The companies are earning a profit, and they have been expanding from the resources they get in the form of profit. There are many companies that are entering the market because of the profits they expect to earn from the production of cosmetic products.

Maybelline distribution channels are through the established independent, ent business entities such as supermarkets, beauty salons and department stores that interact with the consumers of the products directly. The company has partnered with Withey players in the cosmetic industry in distributing products manufactured by the company (Palade, 2017). The four main distribution channels used in the distribution of the cosmetic products include direct selling, dual distribution, reverse channels and selling through intermediaries. The distribution channels ensure the products meet the consumers in a timely manner and ensure that products reach the consumer at a reasonable price.

Market analysis is beneficial to the marketers because they can identify the opportunities and utilize them. By evaluating the needs and buying patterns of a particular group of consumers, marketers improve the level of consumer satisfaction (Ummi, 2018). Through analysis, the marketer can effectively allocate funds for marketing tools. The marketer can also modify the product to meet the needs of the target customers. Analysis facilitates the setting of realistic sales targets. The market analysis acts as a threat because it increases the costs. It also becomes ineffective if the market segment changes.

Brand’s Segmentation

Continual prosperity has enabled the company to endure collective studies so as to main their position in the market. In order for the company to move forward, it took directions to divide its market structure on the basis of the customer's demand (Sinha & Sheth, 2018). According to sources, the organization has stipulated efforts regarding marketing strategy. The mastery of a good strategy should clearly indicate the target market and distinctive position to unveil the strategy. The company has over the years engaged in broad activities channelling its output to various parts of the world. Initially, Maybelline had relied heavily on the broad advertisement of its contents. Almost a decade ago, this company was argued as the most spending company in correlation to cosmetics advertising. As a matter of fact, the company's brand awareness was well known to the public through thorough engagements.

Conclusion

Analysis carries on releasing critical data regarding particulars entitled to the consumption of Maybelline beauty commodities. Data shows individuals aged between thirteen and twenty- five average to Maybelline's best consumers (Sinha & Sheth, 2018).