Radiant Cosmetics

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Executive Summery Radiant Cosmetics, founded in the 1930s, had been one of the top five cosmetic companies in the U.S. for more than 60 Radiant’s product lines cover hair care, skin care, makeup, and perfume. Cosmetic is a highly competitive industry because of its huge market and lucrative profit. The number of cosmetics consumers have been increasing and is estimated to hit 161 billion in the U.S. by The same phenomenon happens global wildly. With the increasing income, more women get extra money to purchase cosmetics, which make themselves look younger and more charming. Major competitors for Radiant Inc. are L’oreal, Estee Lauder, Procter & Gamble, and Avon Products. Radiant used to occupy around 10% of the U.S. market, but…show more content…
Radiant could have to spend several hundred thousand dollars or even more to safeguard its rights and interests. Moreover, it could be a long term, continuous campaign with counterfeits and patent infringements. Especially in the international business, Radiant has to adapt to local patent protection policy, which could bring the company a lot of inconvenience, and need to spend more on the intellectual property (IP) campaign. SWOT Analysis Summary of Radiant in France The following chart shows the company’s strengths and weaknesses, as well as opportunities and threats |Strengths |Weaknesses | |Innovative product: Anti-aging formula. |Low Brand awareness | |High gross margin |Lack of distribution channel | |Domestic (U.S.) capital support |Incumbents in the way | |Strong R&D |Switching cost for consumers | |Anchor luxury position
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