What is the Marketing Environment in M.A.C? Chapter 4

M.A.C is a company that has strong core competence. That is the reason why they need to provide the best of the best. While analyzing the external and internal environment i found that there is no threats for M.A.C. Although i still think that there are many ways they can improve. Perhaps, by putting their products in drugstores such as Duane Reade or Walgreens. That will facilitate customers a lot more.

Although M.A.C claims to say "All races, all sexes, all ages." I highly doubt the "all ages" mainly because i think they target more Generation Y and Generation X. Yes, baby boomers buy their products and they love the results it gives. However, they do not have an anti-aging line like other cosmetic companies has. For instance, Neutrogena (more affordable) or Lancome (high-end). 

Just like the book suggest "social factors influence the products people buy; the prices paid for products; the effectiveness of specific promotions; and how, where, and when people expect to purchase products" M.A.C has a wide range of products willing to provide most of the needs an individual has. however, like I stated earlier they do have a pro longwear line and can provide a full coverage to the elder, however, they are not providing a line that says anti-aging not only for the baby boomers but for individuals that care for their skin.

"U.S consumers rank characteristic of product quality as (1) reliability (2) durability (3) easy maintenance (4) ease of use (5) a trusted brand name". And as long as the product is high quality in which they are, consumers are willing to pay the price M.A.C has. For instance their lipstick goes from 

$15-$24 and yet the formulation, the variation of finishes (matte, frost, etc) the range of color that M.A.C has beauty lovers will pay the price provided.

Ricky Martin a Puerto Rican pop musician, actor and author got involved in the Viva Glam collection, which i said in earlier post they raised money for the M.A.C's Aids funds which is for everyone that has HIV/AIDS. In my opinion they are targeting not only hispnaic people in these scenerio, but people that might have aids or wanting to help those with the disease, and targeting males as well.

Ethics and Social Responsibility Chapter 3

Just like the book says "ethics is something everyone likes to talk about but nobody can define" however, M.A.C cosmetics is a great company that operate social responsibility. to begin with M.A.C's packaging is mainly made out of glass, and plastics that are recyclable. By giving the customers the option to return the package once that is empty they give them a free lipstick which is pretty cool in my opinion. Moreover, their products are not tested in animals, which is very important to some people.

One of the many concerns that M.A.C has is to keep their business very organize. By providing customer service tit allows them to treat their customers with equal respect. They also provide explanation of a product that you are interested in and show you how to use it. They also provide workshops to help employees improve their makeup skills.

What is M.A.C's strategic plan? Chapter 2

        

Strategic Planing is described as the bureaucratic mechanism of "creating and maintaining a fit between the organization's objectives and the evolving market opportunities. As for M.A.C cosmetics its priority is to provide high quality makeup that anyone will be able to use. One does not need to be a professional makeup artist to use their products. And yet feel as one when using M.A.C products like the mission statement sates "All races, all ages, all genders". With the objective of creating confidence in individual whom use this products. I use M.A.C products and indeed feel as if i know exactly what I'm doing and how I'm doing it, whereas in reality I am not a professional just a girl who likes to play with makeup. M.A.C cosmetics has become one of the leading makeup company in the world. They must be doing their strategic plans good otherwise they would have been vanished.

M.A.C cosmetics has a variety of collections one of them are the Viva Glam Lipstick which they raised money for the M.A.C's Aids Funds which are for everyone that has HIV/AIDS. In my opinion by doing this they are reaching somewhat the goal of strategic planning which is to grow as a company and have a long-run profitability. The fact that there is a large variety of colors in their collection makes people buy anything within the collection. Most of their products are oil free which prevents water loss and so its believed to last longer in the skin. 

M.A.C cosmetics are usually priced higher than other brands. However, consumers do not mind paying the amount of money because like i said they are aware of the quality of their products. The packing is made of plastic or glass and have their name written on it. They also provide the color which makes it easier when searching for in the store. 

Introduction & Overview of M.A.C Cosmetics Chapter 1

M.A.C Cosmetics stands for Makeup Artist Cosmetics which was founded in Toronto by a makeup artist and photographer Frank Toskan and a beauty salon owner Frank Angelo in 1984. Although the first U.S MAC store was in 1991 located in New York. They started selling their products to professional makeup artists, however, they now sell it to consumers worldwide. Their aim was to develop a makeup line that would fulfill their professional needs. M.A.C was homegrown in Canada. The two entrepreneurs cooked up the cosmetics in their kitchen and sold them from the hair salon. Their first customers were fellow makeup artists, models, photographers... Then came stylists and editors. With every color and every magazine credit, word-of-mouth popularity grew. In March 1984, Frank Toskan and Frank Angelo officially launched the line from a single counter in a department store in Toronto.
 




Mission Statement: "ALL RACES, ALL SEXES, ALL AGES" wanting to be "To be the worlds leading make-up authority among both professional make-up artists and consumers."




Frank Toskan and Frank Angelo