Need to use (QSPM model) to make strategy decision, can use pictures

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We need three parts

  1. Strategy decision (QSPM)
  2. Strategy implementation (objectives/policies/governance/HR/finance/ etc.)
  3. Strategy evaluation and discussion

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1.SWOT Analysis 1.1 Revlon's SWOT matrix: Competitive advantage (S) refers to the The company's potential opportunities ability of a company to exceed its (O): market opportunities are the main competitors its factors affecting the company's strategy. competitiveness. For Revlon, it is mainly Revlon currently has less net income including technical skill advantage, than other competing companies, so unique production technology, low cost there may be new opportunities for production method, leading innovation Revlon joint ventures or partnerships idea, abundant technology, high quality with other companies in the industry. supervision system, rich marketing Revlon can develop products for male experience, customers or to improve outstanding customer service, Brand image, positive business reputation and corporate culture; abundant Human resources; Service advantage; Price advantage. Competitive disadvantage (W): refers to Endangering the company's external something that is lacking or done by a threats (T): In the company's external company. For Revlon, it is mainly environment, there are always certain including quality, factors that threaten the company's advertising, market positioning and profitability and market position. For consumer behavior changed. Revlon, about production it is mainly: strong new competitors that will enter the market Match: Revlon's main competitor is Loreal, Estee Lauder, especially in chemical composition: Customers are increasingly worried about the chemical composition of cosmetics, which makes them pay more attention to natural cosmetics or mineral cosmetics. However, Revlon has yet to build natural raw material production line. Analysis: SO: The main is to make full use of internal advantages, develop external opportunities, so as to promote the development of enterprises. For Revlon, it is mainly the use of its unique production technology to increase product development, promote the increase in product categories. WO: Mainly by taking advantage of external advantages to minimize the impact of internal disadvantages on the development of the company. For Revlon, the main use of continuous development of technology to promote product quality improvement, increase the market share of products. At the same time, we must also use the expansion of its sales field to increase product promotion, so that the product has more room for development. At the same time, Revlon also has a clear positioning of their own market, which is of great significance for the future development of the company. ST: Avoid or reduce the impact of external threats primarily by leveraging internal advantages. For Revlon, the main thing is to increase product development to gain more consumer support and meet the needs of more consumers, which makes it possible to reduce the impact of alternatives and other competitors. We must also take full advantage of its financial and human strengths to strengthen business management so that Revlon can respond more forcefully to challenges from all sides. WT: mainly to reduce internal adverse effects and reduce external threats to enterprises. For Revlon, the main is to strengthen product quality supervision, increase advertising efforts, so that Revlon in the international market more stable, and the outside is mainly to enhance the ability of enterprises to face modern competition. Constantly improve the market management of Revlon. Dealing with threats from outside competitors and substitutes is a good deal, so it can gain more advantage in the market. It is necessary to translate disadvantages and threats into favorable conditions and opportunities. In other words, it is necessary to take advantage of the internal advantages of Revlon to support some external threats, increase investment in Revlon's dominant products in order to maximize profits, and constantly adjust strategies to avoid external threats. 2BCG Matrix of Revlon 2.1Cash Cows These are leaders in mature markets because they show more returns in sales than in the market, and successfully generate more cash for the company than consumption. These products are able to extract more profits in less investment. Cosmetics is a cash cow for Revlon, Revlon is still able to lead the market because of its many competitors in the industry. Its market share is about 21.9%, but the market growth rate is 3.1%. 2.2Stars They generate a lot of cash for the company, but they also consume a lot of cash, because the market is growing at a high rate. Nail polish, lipstick and lip gloss are the star products of Revlon, because they are the company's best-selling products, with the highest demand. Revlon there is a need for more investment in this area and to take advantage of it. 2.3 Question mark This name illustrates the characteristics of this type, and it is clear that it is unpredictable whether it will become the company's dog product or star product. Such products require a huge investment to drive them in the star category. Revlon deodorant falls into this category because it has a 7.1% market share, but the growth rate is relatively high. This means that if Revlon uses a market penetration strategy, it can transfer items in the interstellar quadrant. But it will require huge investments and consideration of executives. In the face of fierce competition, Revlon should focus on this area. 2.4Dogs Dogs have a low market growth rate and a low market share, which clearly means they neither consume too much nor generate large amounts of cash for the company. However, closing the operation of these products will not affect the company's income, and the funds invested can also be used for other purposes. Hair care products and nail polish are Revlon dog supplies because they are much lower than their competitors ' market share. These are not very good sales projects, and there is no growth potential. Revlon should bring new innovations, or it should shut down its operations.
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Report: Revlon Company Strategic Plan

Revlon Company Strategic Plan
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Report: Revlon Company Strategic Plan

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Running head: Revlon Company Strategic Plan

Revlon Company Strategic Plan
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Running head: Revlon Company Strategic Plan

Revlon Company is a universal dealer of cosmetics, skincare products, personal care
items fragrances and professional products. The company founded by Charles Revson, Joseph
Revson and Charles Lachman in 1932 with a starting investment of $300. Initially, Revlon
Company almost got a monopoly on beauty product sales through the door to door selling of nail
polish. The success of the company begun with nail enamel that was opaque and long-lasting.
The enamel sold to beauty salons, department stores, and some drug stores. During the war,
Revlon contributed directly by making dye markers and first aid kits for the navy. The company
expanded to lipstick and marketed itself using the slogan “Matching lips and fingertips.” Soon
after, it ventured into manicure and pedicure kits. After the war, Revlon built its brand by
launching an enamel and lipstick promotion held twice a year, tied to the fashion trending at the
time. Besides, Revlon turned to television sponsorship to market itself and boosted sales.
Gradually, the company became one of the most recognized beauty brands across the world.
Michael Bergerac took over after the death of Charles Revson and created the pharmaceutical
side of Revlon. As a result, The Company lost its ground in the cosmetic world.
In 1955, Revlon went public and offered stock for the first time. One year later, the
company got listed in the New York stock exchange. In the 60s Revlon laid its groundwork for
international success by featuring American models in its advertisements. The innovativeness of
the company leads to a successful business venture. In 1985, Revlonwas bought by a subsidiary
of the MacAndrews & Forbes Holdings and in 1987; Almay joined the line of Revlon. In the 90s,
Revlon strengthened its cosmetic business and revitalized its leadership role in the industry.
Revlon made its first transfer resistant lip color leading to a line of ColorStayTM collection. In
due time, the company bridged the gap on its competitors and became the number one brand i...


Anonymous
Excellent resource! Really helped me get the gist of things.

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