Carol's Daughter 1
Dr. Jacqueline Callery
September 16, 2018
Carol's Daughter 2
Carol’s Daughter Marketing Analysis
Carol’s Daughter is a company that has its foundation in the State of New York where it
was started over two decades ago. The company has made some interesting strides in the
contemporary beauty and haircare products and from this, it has managed to acquire market
prominence. It is essential to note that the mission statement as outlined by the company is to
create and offer products to women of diverse backgrounds and these include hair care, beauty,
and products for the skin (McLymont 24). I believe that this is a very good mission statement
and this is because it outlines the goals of the organization effectively. Going through some
marketing analysis of the external environment for the company is effective in comprehending
the strides to make about the same matter.
The economic environment about where Carol’s Daughter operates is rather wide, and
the reason for this is the high number of companies that have come up in the contemporary
environment to deal with issues relating to skincare (Davis 53). It is important to review the
various aspects of the economic environment to understand how the company can improve its
finances to make profits while still achieving its mission in the modern environment.
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Going through the macroeconomic environment is essential. The interest rates charged by
the providers of the raw materials are rather high, and this makes it rather difficult to make
profits in the environment. It is because of these tax rates that L'Oreal bought the company.
Initially, it was rather difficult for the company to cope with the high tax rates and was rather
struggling which saw the proprietor facing numerous problems. Inflation rates have also been a
serious matter to deal with, and the reason for this is that the market prices have often fluctuated
consequently leading to lack of predictability of the current body product environment (Herman
140). Given the fact that the skin care products are rather a luxury, it is essential to note that the
inflation rate affects the ability to perform well in the current environment.
There are some microeconomic factors to go through about Carol’s Daughter. One of the
issues to review is the market size. The size of the hair products and beauty supplements
steadily grown, and the reason for this is that people have come up or rather discovered different
means through which they can produce the commodities. The consequent of this is high
competition and failure to make quality amounts of profits. A positive aspect of the economic
of stores that the company has established
the country is large enough to ensure a
environment about Carol’s Daughter is regarding the supply chain and retail stores. The number
foreseeable amount of profit.
The technology environment is another crucial environment to review about Carol’s
Daughter. As identified, the company has made progress in marketing, and this is more so about
the evolving technology environment. With technology, it is possible to make appointments
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through phone calls. Initially, the only manner through which people would get the products
offered by the company was through physical visiting of some of the retail stores where the
company supplied its products.
However, with changes in technology, it is possible to have the company marketing its
products through phone conversations where it gets to talk to various marketing managers.
Moreover, there is the incorporation of social media
in the modern environment (Retha 187).
Carol’s Daughter has established a consistent social media awareness strategy where it posts
some of the products that it has readily available. People can see images of these products and
consequently establish the manner through which they can get the products that they deem
necessary. It is also important to note that through the online presence, it is possible for people to
get contact information about the stores. People can note the physical areas that they can acquire
the products and consequently there is the assurance of quick sale of the products.
The political, legal environment is the other environment to review, and the reason for
this is that it stands for one of the most important operational environments for the company
(Petrovsky 598). The company currently operates in the United States and with the various
political changes that take place in the country often, it is important for Carol’s Daughter to
make changes to get in line with the law. The political and legal environment in the country is
one that requires keen actions of the Food Drugs Administration.
The FDA has received a lot of attention in the modern environment because of the strict
measures that it takes to ensure the testing of almost all the substances in the country (De Villa et
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al. 426). Carol’s Daughter ensures that all the products are passed through the various strict
measures to ensure the safety of the commodities offered in the modern environment before
being marketed. It is essential to note that skincare and hair products are rather very delicate and
this is because they get directly to the body systems of the involved users. Ensuring that these
products pass all the important measures is critical for it ensures the safety of the people and
further ensures that the company is protected from any form of a lawsuit.
The social and cultural environment where Carol’s Daughter operates is vast. Many
people are of the belief that skincare and hair products are for men alone. However, this is not
the case given the fact that men too have their skincare necessities. As identified, some of the
products that the company produces, such as the Monoi Oil come from Tahiti which is a
destination that the proprietor visited in 2010. The deep cultural roots of the product make it a
fascination of many and the reason for this is that people identify with the commodity in such a
manner that they feel as if they have visited the location.
Natural commodities attract many people, and this is because they identify that the
commodities cannot hurt them (Crosby 54). It is essential to note that with the changing
environment, it is possible for the marketing team to capture even more people’s attention. If the
management of the company engages in visiting more destinations, it is possible to get more
products and raw materials and consequently lead to better products. People will have a better
relation to the products and lead to coherence.
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As identified, the external environment has been very influential in the marketing of the
products that come from Carol’s Daughter. The economic environment is one of the most
influential and the reason for this is that the financial state of the environment determines the
success of a marketing strategy. Technological and the legal environment is another important
environment to review and the last one to go through is the social-cultural environment.
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Herman K. Van Dijk. "Combined density nowcasting in an uncertain economic
environment." Journal of Business & Economic Statistics 36.1 (2018): 131-145.
De Villa, Maria A., Tazeeb Rajwani, and Thomas Lawton. "Market entry modes in a multipolar
world: Untangling the moderating effect of the political environment." International
Business Review 24.3 (2015): 419-429.
Retha Snyman. Coping with continuous change in the business environment: Knowledge
management and knowledge management technology. Elsevier, 2014.
Crosby, Alfred W. Ecological imperialism. Cambridge: Cambridge University Press, 2015.
McLymont, Rosalind. "18th Annual 25 INFLUENTIAL BLACK WOMEN in
Business." Network Journal 23.1 (2016): 24.
Davis, Gretchen. The Hair Stylist Handbook: Techniques for Film and Television. Focal Press,
Petrovsky, Nicolai, et al. "What explains agency heads’ length of tenure? Testing managerial
background, performance, and political environment effects." Public Administration
Review77.4 (2017): 591-602.
Varies per paper, 12-point type, double-spaced
Expository and Descriptive Prose, use the questions as the opening
sentence in the paragraph
Name, Date, Brand, and Company
Table of Contents:
Major paper sections with page numbers
Attachment: Work cited page (minimum seven sources) Please avoid Wikipedia and blogs
Provide examples to support discussion.
Present written question responses that are free of grammatical, spelling, and
Mission Statement (Internal)
What is the company’s current mission statement? Evaluate the mission statement
against criteria for a “good” mission statement? Discuss your findings and provide examples.
External Environmental Scan (External)
How are environmental factors aﬀecting the marketing of this product?
Conduct a thorough environmental scan of the industry that your company belongs to.
environmental scanning (economic, technology, political-legal and social-cultural. Make sure to
clearly label each element you are discussing.
company’s top three competitors for the brand you are following/studying and why? What
special strengths or advantages do these competitors possess over your product? List two
indirect competitors for the industry
SWOT Analysis (SW-Internal, OT-External)
Please use bullet points for each element of the SWOT. You should have a minimum of
at least five bullet points for each section of the SWOT.
Missing Components Please resubmit
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