SWOT Analysis Essay

SWOT Analysis Essay

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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

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.

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