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Identify a corporate situation that could disturb you as a manager. Evaluate the situation and use marketing research methodolo - Essay Example
Pages 12 (3012 words)
MAC Cosmetics and Black Female Consumers Customer Inserts His/Her Name Customer Inserts Grade Course Customer Inserts (22, November, 2013) Executive summary The paper is an analysis of a marketing problem at MAC Cosmetics. The company needs to expand its market base and might be ignoring an obvious yet potentially profitable group - black women…
, What attitudes do these buyers hold towards MAC products?, How does in-store experience affect these women’s experiences of the make-up purchase process at MAC stores?, What strategies do these women use to cope with a gap in the cosmetics markets, if any?. The paper involved 105 participants from 15 different MAC stores who were all black and representative of different complexions. They responded to structured questionnaires containing 15 questions, which were documented by the investigator. The research hypothesis was proved. MAC does not cater to black women’s divergent needs. Key recommendations include expanding the product range to meet their needs, training in-store makeup artists and assistants as well as creating marketing plans that target this demographic group. Outline Executive summary 2 Outline 2 Introduction and problem definition 4 Research methods and limitations 7 Conclusion and Recommendations 13 References 15 MAC Cosmetics and Black Female Consumers Introduction and problem definition The company under consideration is MAC cosmetics; it is an offshoot of Estee Lauder (EL), which is a conglomerate of over 23 brands. MAC has about 1,000 stores worldwide and dozens in the UK. The brand contributed to a 13% profit margin at EL in 2012. ...
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