Running Head: THESIS DRAFT 1 Thesis Draft Name: Institution Affiliate: Date: THESIS DRAFT 2 Big industries or brands in any business have various advantages over small brands. The big brands have more money than small ones. They can outspend small companies in different fields of the business, including marketing and advertising. The availability of more money for big brands naturally makes them superior. The same case applies in the cosmetics industry, where big brands have already established themselves. This makes the small cosmetic brands seem impossible to thrive in this industry. Some might consider starting a small brand as a waste of time. However, the small cosmetic brands have various ways where they can compete with the big brands and make a profit. This draft will look at how small brands can compete with the big brands, and comparing the advantages and disadvantages of both sets of brands. Big Brand Positives The biggest advantage for big brands is the availability of capital. The brands can use the money to cushion them and can, therefore, take major risks. The big brands hence take a leading role in the industry by taking these risks. In a competitive industry, such as cosmetics, businesses that take a risk have an advantage over the others as it allows them to be different from the rest. They become more creative and break through the limits that hindered them from advancing to the next level. The big brands also have the advantage of having a reputation ...
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