Chapter 3 Discussion
• Choose a company or brand on which to focus. Be sure to state what company/brand you chose.
Fenty Beauty is a cosmetic brand and organization that was launched less than 5 years ago, yet, has become one of the most successful cosmetic brands launched in modern history.
• What industry is it in?
• Who are the direct and indirect competitors?
• Which (in each category of direct and indirect) are the most relevant competitors?
• For those most relevant competitors, analyze them using at least 3 of the 8 elements described in the textbook.
♦ Size growth and profitability
♦ Current and past strategies
♦ Objective and Commitment
• Does the selected company/brand have a competitive advantage over these competitors? If so, do you think a competitive advantage will last?
e.g. Compare to IMAN
In 2004, IMAN Cosmetics partnered with Proctor & Gamble. The brand is now available at mass retailers including Target, Wal-Mart, Walgreens and Duane Reade.This was followed by Black Opal, Covergirl, MAC, Nars, Bobbi Brown and MAKEUP FOR EVER
Mainstream beauty companies, like Revlon, Maybelline or L’Oreal attempted to have a wider range of complexion however they were clearly for lighter skin tones the majority of dark shade were limited to a handful of options. L’Oréal faced criticism when it was accused of whitewashing Beyoncé’s face in its 2008 campaign.
NIche – African American and diversity of skin tones
Mcdonald uses segment insights
