Identify a corporate situation that could disturb you as a manager Essay - 1

Identify a corporate situation that could disturb you as a manager. Evaluate the situation and use selling research methodolo - Essay Example, What attitudes do these buyers hold towards MAC products?, How does in-store experience affect these womens experiences of the make-up purchase process at MAC stores?, What strategies do these women use to cope with a gap in the cosmetics merchandises, if any?. The paper involved 105 participants from 15 different MAC stores who were all black and delegate of different complexions. They responded to structured questionnaires containing 15 questions, which were documented by the investigator. The research hypothesis was proved. MAC does non cater to black womens divergent needs. Key recommendations admit 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 asylum 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 oecumenical and dozens in the UK. The brand contri entirelyed to a 13% profit margin at EL in 2012. MACs input was equivalent to $274.8 cardinal worth of profit (Castleberry, 2001). It has marketed its products as high-profile, through the use of celebrity endorsements and artists. Most times, the company gets makeup artists to work with famous actors or singers, and thus uses this platform to market their products. Consumers are willing to pay a premium for the personalised service offered by makeup artists in their stores. Regardless of these successes, the company is need of new marketing strategies. It needs to expand its customer base so as to avoid slow growth (Wilson, 2011). The corporation may be making money but its profitability has not been increasing significantly over the past few years. It needs to redefine the way it sells its products. Any marketing process often starts with realisation of the target group. Here is where the problem lies for MAC cosmetics. The organisation has relied on the same set of consumers for as long as it was established. Most of them are young and Caucasian. at that place may be a need to redefine their demographic groups in order to expand their market base. The group that needs to be embraced is black women. In the United Kingdoms metropolitan areas, black women account for slightly more than 15% of the population, and represent 7% of the entire UK population (Isokariari, 2013). They are quite an enthusiastic about beauty products as seen through their purchase of hair extensions, weaves and other hair products. However, a problem exists in the cosmetics industry because regardless of these womens enthusiasm for beauty products, makeup companies do not respond in kind. MAC Cosmetics may pride itself in the diverse range of its products. Its eye shadows gravel in a variety of touch pallets. Additionally, it has been marketed as a product for women of colour owing to its wide range of colour selections. However, these options are still not adequate enough to cater to black womens makeup needs. Black women have some of the most divergent skin tones in the world, yet the colour choices that dark concealers and foundations have are quite limiting