Swot Analysis Mac Cosmetics

3535 Words15 Pages
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“All Races, All Sexes, All Ages”

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Makeup Art Cosmetics SWOT-analysis

Executive Summary

This report is to find out what M·A·C’s strengths, weaknesses, opportunities and threats are. The research question is stated like:
Should M·A·C adapt their promotional tools in the Dutch market in order to increase their sales and brand awareness?

After analyzing the external and internal environment, it became clear what the strengths, weaknesses, opportunities and threats are.

|Strengths |Weaknesses |
|- “Heart and Soul” |- No distribution in regular
…show more content…
Later on, the brand became familiar to the general population by word of mouth publicity. The brand is only available in specialized cosmetics stores. Despite the fact that M·A·C is well known in many countries over the world, they do not seem to advertise accordingly.

The aim of this report is to find out how M·A·C should to adapt their promotional tools in the Dutch market in order to increase their sales and brand awareness. The main question would be:
Should M·A·C adapt their promotional tools in the Dutch market in order to increase their sales and brand awareness?

This report is written for the management of M·A·C, after reading this report, it will be clear how the company should adapt their promotional tools.

By writing this report for M·A·C, I will analyze the company to see what the strengths and weaknesses, opportunities and threats are, what the effect is of their current communication strategy, and if that will affect the main question in the future.

This analysis contains the current situation of M·A·C, followed by an internal and external analysis of the company. Moreover, there will be a SWOT-matrix and finally, there will be an answer on the main question and the required recommendations.

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Chapter One: Current Situation

1.1 The Company
Makeup Art Cosmetics, also known as M·A·C, is created in 1984 by two Canadians, Frank Tosken and Frank Angelo. At first, M·A·C was only available to

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