Founded in 1955, Flare Fragrances has become the number four company in women’s fragrance market. The case walks you through the CEO, Joely Patterson, exploring the options put forth to grow the company to overcome a loss in growth of the past years. Since the company only gained a 2% overall growth in 2008 when they had 12% growth in 2007, the CEO needs to make some big decision to not decline further.
The single most important problem faced by Flare Fragrances is that they are seeing a decline in growth dramatically. The CEO is faced with two options to overcome this and that is to develop a new perfume brand, or increase efforts in the drug stores for sales. The primary cause of this problem is the recession. The company made revenue, unlike some companies during the recession, but the CEO is afraid that this decline may carry over into the 2009 year. To address this problem the company should extend to drug stores. The CEO wants at least 7.5 million dollars in revenues by the end of 2009, penetrating the drug store market will only increase revenues more.
Situation Overview
The m...
Although Mrs. Spring Fragrance has only lived in America for a short amount of time, her husband states “There are no more American words for her learning” (865). It is obvious through reading this statement that Mrs. Spring Fragrance has become quickly acquainted with not only the English language, but also with American customs and traditions. However, not every character in Mrs. Spring Fragrance adjusts to American culture as easily as Mrs. Spring Fragrance; some characters have a difficult time leaving their Chinese traditions of marriage and accepting that in America, love comes before marriage. Throughout Mrs. Spring Fragrance, Sui Sin Far describes the process that the Chinese characters experience as they slowly begin to alienate traditional Chinese culture and becoming Americanized through accepting American culture as their own.
In 2007, Harley Davidson was the world’s most profitable motorcycle company. They had just released great earnings and committed to achieve earnings per share growth of 11-17% for each of the next three years. Their CEO of 37 years, James Ziemer, knew this would be an extremely difficult task seeing Harley’s domestic market share recently top off at just under 50%. The domestic market was where Harley’s achieved the most growth over the past 20 years and with it leveling off, where was Harley going to get the 11-17% was the million dollar question.
Ulta Beauty is the largest beauty retail store in the United States. They specialize in cosmetics, fragrances, skin, hair care products, and salon services. Ulta Beauty has been in business for 25 years and has grown to be top in their industry. With a wide selection of beauty products their slogan is “all in one place”. The contents within this paper will be providing a SWOT Analysis for Ulta Beauty. It is important to evaluate the ins and outs of a company to provide valuable information on the standings and future standings of the company. It also provides insight to develop strategies for long-term growths and shows potential threats that may hinder the bottom line.
We will mainly focus our analysis on the market share, financial problem and brand strategy. Now we start our analysis to choose the right creative to solve dilemmas which Kyle Kirkland and Dana Messina are facing.
This assignment will attempt to determine why Marks & Spencer nearly collapsed and what they have achieved in terms of success and failure as part of their recovery programme.
Andrea Jung became president and CEO of Avon in 1999 and has totally revamped the company. Under her leadership, the company has updated its product line, launched new advertising, and created a new image (Fact Monster, 2005). Avon's sales have increased by 30 %, profits 40%, and the stock price has dramatically improved (Ibid). Jung's has been able to align the firm's core capabilities with its strategic targets which has lead to phenomenal results. It appears that Jung has been able to establish a clear vision for the firm that has been incorporated in every aspect of the firm's operating system. This vision is shared by all employees and representatives of Avon priming the company for continued success.
The success of these products against each other has to be predicted using the newspaper articles provided. The demand and sales estimates of these products along with the customer perception of the product needs to be projected and ranked between each product.
The environment of L 'Oreal is very competitive and progressive. The trends of consummation force the company to be always more innovative in the production of products, but also in the sale of these products. To continue to be the leader and to compete on the market, L 'Oreal must adopt new strategy in the future in balance with his customers and his environment.
In 1984, new CEO Owen-Jones began pushing for L’Oreal to become the largest cosmetics firm in the United States. In order to accomplish this, the company began assessing acquisition opportunities that would broaden L’Oreal brands throughout the U.S. The first tw...
The main goal when defining the financial perspective was to answer the following question “If we succeed, how will we look to our stakeholders” (BSI 2009, ¶5). Scents & Things is a new business in the area and will need to look closely at the competition in order to increase the company’s market share. The company may have to initiate a way to find a competitor since the original location is in the heart of a small town. Additional areas the company needs to look at is customer satisfaction, asset utilization, Increase net revenues, Minimizing store production costs, Decrease in unit cost, Increase operating cash flow over prior year , And ultimately to achieve financial sustainability. The way to measure the above objectives is to monitor revenue growth, Operating costs, Earnings per share, Return on capital, Return on interest, and number of returned items in a way that will help management to direct the c...
Fragrance is a big industry which purpose has evolved through out many decades. According to Los Angeles Times, in the United States it is a $3.7- billion industry where women are the biggest consumer. Studies have shown that in average people apply 12 different aroma products a day. Today the scent is made to last for a very long time and it’s made with chemicals that create this pleasant aroma. Back in the history the main purpose of fragrance was to attract one person to another. However, now with many satisfying scents available to consumer, we can create out perfect aroma. Such fragrances can be found in your home, skin care products, perfumes, and colons. Every person has different sense of scent; someone has specific scents that remind him or her of childhood. Other people like freshly baked cookies, flowers, or scent of pinewood. In the early 20th century aroma products were designed toward youthfulness and physical appearance through out fragrances. Then, to a more mature and sophisticated women, which lead to a provocative pinups decade. In our society, fragrances became more accepted by the middle class and increased popularity in American bathroom.
It’s no secret that fragrance matters to us. It is a huge part of how we experience the products we use and the world at large. For this reason, it’s a deal breaker when it comes to our beauty and personal care products, especially if it’s a product that you leave on the hair and skin or a fragrance that lingers. Many of us have given up products that worked well because we could not stand the smell or because our significant other complained. The fact that fragrance affects not just us but those around us is something we often tend to overlook. Fashion icon Sarah Jessica Parker of Sex and the City once said this about fragrance "It 's immediately communicating more than your clothes, which we think tell our story, right? But clothes don 't invade anybody else 's space.” That’s so true. You can look away if a coworker is wearing something you don’t like, but you can’t hold your breath all day, now can you? Fragrance can even linger in a space long after the wearer has gone or linger on your close, long after you hugged your best friend. Fragrance has such a
The absence of clothing has become omnipresent in today’s advertising. Some ads focus on the removal of clothing, while others focus on no clothing at all. This idea is ever-present in fragrance advertising, as it forces the viewer to focus on the product over the appearance of one’s clothing. The absence of clothing creates a very specific mood for the ad: sex. The ad is able to portray a meaning that is not even included in the ad just by removing pieces of clothing. Fragrance advertising, such as Gucci Guilty, uses sex as a tool to sell a product without knowing anything about it.
This report is about Procter and Gamble Co., which is a consumer goods company headquartered in the US. However this report focuses on P&G’s perfume brands and cosmetics. The company’s brief introduction followed by the market analysis has been explained. Moreover its competitive environment using Porters five forces has also been analysed. Further analysis include the company’s growth strategies using Ansoff’s Matrix and the company’s drivers of internationalization examined using Yips framework.
The history of perfume is a reflection of humanity: a means of exchange, a protection against disease, a potion with divine virtues, a gallant message, which reflects society, perceptibly communicating its sense of commerce and medicine, of the sacred and the sensual. The word "perfume" comes from the Latin per fume "through smoke". This refers to the original use of fragrances - the burning of incense and herbs as a religious offering.