SWOT Analysis

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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. 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... ... middle of paper ... ...of 2003, sales of lip make-up are expected to be 50% higher than 2003. · Threats The biggest threat Lancôme 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 Lancôme 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 Lancôme want to introduce a new product, Lancôme 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.

In this essay, the author

  • Explains swot analysis is a tool for auditing an organisation and its environment. once key issues have been identified, they feed into marketing objectives.
  • Explains that lancôme's biggest strength is its reputation for excellent service, quality, and fashionable products. the juicy tubes lip-gloss range was advertised by supermodel elizabeth.
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