Ch. 2 - Strategic Planning for Competitive Advantage

S.W.O.T Analysis

Strengths

high growth rate high quality beauty brand fun packaging

Weaknesses

high loan rates are possible hard to access tax structure

Opportunities

new products and services offers internships growth rates and profitability growing demand new markets sponsors

Threats

increasing costs price changes unexpected problems increase in labor costs external business risks tax changes other high end brands Four P's Product: Eyes, face, lips, skin care, body care/fragrance, value/gift sets, and make up accessories. Place: Benefit Cosmetics online, Benefit Cosmetics store, department stores, and high-end beauty stores. Price: ranges from $15 to $50 depends on product Promotion: Online and through social media. https://www.benefitcosmetics.com/us/en/ https://twitter.com/benefitbeauty https://www.youtube.com/user/benefitcosmetics https://www.facebook.com/benefitcosmetics https://www.instagram.com/benefitcosmetics/   1. What is our communication objective? To position Benefit Cosmetics as a fun brand with quality products.   2. Who is our target audience? Our target audience are women, ages 25-55. They have a fairly high disposable income. Our audience is familiar with different brands of make up and how to use it. These women care about how they look. They want a fun brand that reflects their positive, bubbly personalities. They appreciate product packaging and tiny details.   3. What are the key insights about this target audience in relation to the communication objective? These women are looking for a brand that represents them well. They are looking for quality products that are worth their money.   4. What is Benefit Cosmetics 'big idea'? Benefit Cosmetics is a quality brand with products that are sure to brighten your day with their clever advertisements and fun packaging.   5. Why will this work? Benefit's attention to detail in their packaging and products will draw in customers.