MAR 4156 International Marketing Research Project
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MAR 4156 International Marketing Research Project
MAR 4156 International Marketing
Fall 2020
Dr. Jeff Ritter
International Marketing Research Project
Part 1: Introduction and SWOT Overview Worksheet
Introduction & SWOT Overview Worksheet for [Revlon, Asia & Japan]
Prepared by: [Jayleen Schiappacasse & September 20, 2020]
- Introduction
Briefly introduce your company, country:
MAR 4156 International Marketing Research Project
Revlon is a multinational cosmetics and personal care corporation. This company was founded in New York by Charles Revson in 1932. Revlon’s name comes ‘Revson,’ the founder’s last name, and the ‘l’ was added from the scientist’s last name, Charles Lachman, who “created the world’s first colorful nail enamel”(Revlon-Japan.com, 2016). I have chosen to focus on Revlon in Asia, specifically Japan, which was established in 1962. Revlon Japan, is located in its capital city, Tokyo, and is one of the first multinational enterprises to enter Japan.
Product and/or services being sold in that country:
- Face products
- Makeup base
- Foundation
- Powedeer
- Concealer
- Cheek
- Highlighter
- Eye products
- Eye shadow
- Eyeliner
- Eyebrow
- mascara
- Lip products
- Lip color
- Lip liner
- Lip balm
- Nail products
- Nail enamel
- Nail care
- SWOT Matrix
Through your research, fill-in the below SWOT Matrix. Current internal and external situations and market conditions that the company, products/services, and location are currently facing should be presented.
MAR 4156 International Marketing Research Project
At least 4 bullet points must be listed. Each listed point should be briefly described.
| SWOT Matrix | |
| Strengths:
● Strong Brand Recognition ○ 50+ years in Japan ● Promote through Celebrity Influence ○ Endorsed by famous celebrities like Emma Stone, Salma Hayek, and Oprah Winfrey. ● Location ○ Japan’s capital, Tokyo where the population is over 37 million. ● Innovation ○ Always coming up with new cosmetic products, like the Athletic collection. |
Weaknesses:
● Profit Margin ○ Have been steadily decreasing over the past five years ● Japan’s website does not sell hair products. ○ Missing out on a huge demand area. ● Debt ○ As of December 31, the company had long-term debt of $2.91 billion. ● Only show women on website. ○ Missing out on the male population, which could increase sales. ● Social media ○ Low integration (based off Instagram) |
| Opportunities:
● Covid-19 ○ Increase e-commerce. ● Market Growth ○ Demand for cosmetics in BRIC countries, which includes Japan, has increased. ● Product Diversification ○ Sell makeup to the male population, and have male endorsements. ● Corporate Social Responsibility ○ Could increase CSR, show they care about wider world issues.
|
Threats:
● Competition ○ With large brands like L’Oreal, Mary Kay, and Milk and new brands. ● Health ○ Scientists have been finding more harmful chemicals in non-organic makeup products. ● Covid ○ Decreased in-store sales. ● Products Imported from U.S. or China. ○ Financial, operational, and legal risk. ● Third Party Supplier ○ Financial risk. |
References
レブロン株式会社. (2016). Retrieved September 20, 2020, from https://www.revlon-japan.com/
Braun, J. (2020, May 5). Revlon reportedly launching refinancing plan. Retrieved September 20, 2020, from https://ww.fashionnetwork.com/news/Revlon-reportedly-launching-refinancing-plan,1212821.html
CSR information for Revlon, Inc. (n.d.). Retrieved September 20, 2020, from https://www.csrhub.com/CSR_and_sustainability_information/Revlon-Inc
MAR 4156 International Marketing Research Project
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