FianlTeamAssignment_D1.docx - 1 COMM296 Preliminary Team Assignment M.A.C COMM 296 Preliminary Team Assignment M.A.C Cosmetics M.A.C Marketing Team

FianlTeamAssignment_D1.docx - 1 COMM296 Preliminary Team...

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COMM296 Preliminary Team Assignment: M.A.C COMM 296 Preliminary Team Assignment M.A.C. Cosmetics M.A.C. Marketing Team Allison Pan 087196 Keisha Yan 087090 Jare Yu 086719 Judy Zhong 086414 Wen Qi Zhou 084770 Instructor Prof. Greg Leach 1
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COMM296 Preliminary Team Assignment: M.A.C Executive Summary The purpose of this preliminary report is to set up the marketing objective, to offer analysis of current status, and to determine the target market for Makeup Art Cosmetic Inc. (M.A.C). This report will conduct the marketing plan in the next stage. The Marketing Team decided to raise a marketing campaign to increase 10 percent of the revenue in the Canadian market. To achieve this marketing objective, the Team conducted an integrated analysis report to offer an insight overview of various factors may be related to reach its objective. The Team has conducted the research by studying current market, identifying target customer groups, and analyzing environmental factors. The Team also concluded the primary audience would be the executive director of M.A.C., and the secondary audience would be the other departments of M.A.C. Based on the analysis, M.A.C. marketing team design a marketing plan by using the 4Ps tool: Product, Price, Place, and Promotion. This plan allows M.A.C.to attract more millennial customers and achieve the marketing objective. The budget section provides a overview of the expenses allocation and shows a comparison to the impact of this marketing plan. Table of Contents 1. OBJECTIVE ........................................................................................................................................... 5 2. CURRENT PRODUCT & SERVICE .................................................................................................. 5 2
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COMM296 Preliminary Team Assignment: M.A.C 3. THE MARKET ...................................................................................................................................... 6 3.1 F IT C HART ..................................................................................................................................................... 7 3.2 S EGMENTATION ............................................................................................................................................. 7 3.3 C USTOMER R ELATIONSHIPS A NALYSIS ...................................................................................................... 8 4. ENVIRONMENTAL SCAN .................................................................................................................. 9 4.1. PESTEL A NALYSIS ..................................................................................................................................... 9 4.1.1. Political ..................................................................................................................................................... 9 4.1.2. Economic ............................................................................................................................................... 10 4.1.3. Socio-Cultural ...................................................................................................................................... 10 4.1.4. Technological ....................................................................................................................................... 11 4.1.5. Environmental ..................................................................................................................................... 11 4.1.6. Legal ........................................................................................................................................................ 12 4.2. C OMPETITIVE A NALYSIS ........................................................................................................................... 12 4.3. SWOT A NALYSIS ...................................................................................................................................... 16 4.3.1. Strengths ................................................................................................................................................ 17 4.3.2. Weaknesses ........................................................................................................................................... 17 4.3.3. Opportunities ....................................................................................................................................... 18 4.3.4. Threats ................................................................................................................................................... 18 5. PRODUCT / SERVICE STRATEGY ............................................................................................... 18 6. PRODUCT ........................................................................................................................................... 19 7. PRICING STRATEGY ....................................................................................................................... 21 8. PLACE STRATEGY (DISTRIBUTION CHANNEL) .................................................................... 22 9. PROMOTIONAL STRATEGY .......................................................................................................... 26 10. BUDGET ........................................................................................................................................... 30 11. CONCLUSION .................................................................................................................................. 31 Figures Figure 1. Fit Chart Figure 2. Target Market Segmentation Gird Figure 3. Customer Relationship Group Figure 4. Competitor Analysis Figure 5. Positioning Map Figure 6. SWOT Analysis Figure 7. Product/ Market Expansion Grid Figure 8. Products Figure 9. Pricing Strategy Figure 10. Products Value Propositions Figure 11. Distribution Channel Flow Chart Figure 12. Selection Criteria Figure 13. Retailer Managing Tools Figure 14. Consumer Buying Process Figure 15. 4E Model for Social Media Figure 16. Budget Plan 3
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COMM296 Preliminary Team Assignment: M.A.C 4
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COMM296 Preliminary Team Assignment: M.A.C 1. Objective The objective of Makeup Art Cosmetic Inc. (M.A.C.) is to increase its revenue by 10 percent in Canadian Market by targeting new segments of customers. This report contains the organizational overview, current products and market status, and environmental scan analysis.
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  • Fall '10
  • Deveau
  • Marketing, Alexander College, M.A.C., Prof. Greg Leach

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