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Mistura Beauty Solutions Southeast Solutions Beauty Simplified – Mistura vision.

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Presentation on theme: "Mistura Beauty Solutions Southeast Solutions Beauty Simplified – Mistura vision."— Presentation transcript:

1 Mistura Beauty Solutions Southeast Solutions Beauty Simplified – Mistura vision

2 How can Mistura continue to grow while confronting its infrastructure and capital needs? IntroductionAnalysisAlternativesRecommendationImplementation

3 I. Introduction II. Analysis a) Porters Five Forces b) S.W.O.T. c) Value Chain d) Current Marketing Mix e) Financials f) Product Life Cycle g) Key Success Factors III. Alternatives IV. Recommendation V. Implementation VI. Conclusion IntroductionAnalysisAlternativesRecommendationImplementation

4 Threat of New Entrants Supplier Power Competitive Rivalry Buyer Power Substitutes - Moderate -Saturated market -Few barriers to entry -Small firms may start easily - Moderate - Dependent on supplier prices -Differing options for suppliers - Strong -Price-conscious -Knowledge of products is high -Can easily shop around from other providers - Weak -Make-up has no other comparable alternative IntroductionAnalysisAlternativesRecommendationImplementation Overall strength of forces: Moderate If making sound business decisions, a firm can earn profits in industry - Moderate - Several other producers -No direct competitor for natural, simple choice -Multiple brand choices

5 Strengths Offers small number of natural, easy to apply products* *Distinctive competence Availability in retail stores Environmentally sound packaging Devoted CEO Free publicity Weaknesses Lack of capital and infrastructure Lack of personnel Expensive supply chain Oversight required Late paying bills Opportunities Developing relationship with Jen Coutu and London Drugs Growing interest in Mistura Baby boomers Threats Change in consumer preferences Numerous competitors: Bare Minerals, MAC, Sheer Cover, etc. Product formula security Ease of entry into market IntroductionAnalysisAlternativesRecommendationImplementation

6 General Administration Research, technology, and systems development Procurement Inbound Logistics Operations Marketing and sales Services Profits - In-house distribution saves shipping but distributor needs are high -Value lost due to necessity of high oversight of outbound shipping IntroductionAnalysisAlternativesRecommendationImplementation

7 Promotion Dragons Den Ottawa Small Business Award Chantal Sutherland as spokeswoman Presenting sponsor at Golden Globes Print Media Shape The Globe and Mail Elle CBC Radio Placement Retail stores Rexall Lawtons Drugs Sears Pending other retail stores Jean Coutu London Drugs Shop NBC Price Competitive with other firms Affordable High- quality Package deals Refills sold at discount Product Quality yet simple makeup choices 6-in-1 beauty solution Luminada Plump and Glow Lip Gloss Retractable make-up applicator brush IntroductionAnalysisAlternativesRecommendationImplementation

8 IntroductionAnalysisAlternativesRecommendationImplementation

9 Introduction Accelerated Growth Maturity Decline IntroductionAnalysisAlternativesRecommendationImplementation x Sales and Profits

10 1.Provide simple beauty 2.Grow production 3.Financial Soundness 4.Continue control of company. IntroductionAnalysisAlternativesRecommendationImplementation

11 Alternative #3 Become a publically traded company Alternative #2 Seek out a venture capitalist investment Alternative #4 Sell Mistura Alternative #1 Renovation of marketing IntroductionAnalysisAlternativesRecommendationImplementation

12 Renovation of Marketing Strategy AdvantagesDisadvantages No ownership dilutionLack of capital unaddressed Larger customer baseLack of product development High bankruptcy risk Does not address infrastructure needs IntroductionAnalysisAlternativesRecommendationImplementation

13 Seek out a Venture Capitalist Investment AdvantagesDisadvantages Quick funding sourceRisk of denial Capital to meet infrastructure needs Diluting ownership Capital for additional research and development Inclusion of expertise IntroductionAnalysisAlternativesRecommendationImplementation

14 Become a Publically Traded Company AdvantagesDisadvantages Potential strong funding sourceLoss of control More publicityRegulations Uncertainty of valuation IntroductionAnalysisAlternativesRecommendationImplementation

15 Sell Mistura AdvantagesDisadvantages CEO profits Does not align with vision of the owner Company goals still achievedLose control of company Prevents future profits IntroductionAnalysisAlternativesRecommendationImplementation

16 Go Public Venture Capital Leave the Market Revamp Short-Term Strategy Key Success Factors WeightRankingWeightRankingWeightRankingWeightRankingWeight Provide Simple Beauty.4 5* 2 2 1*.4 2*.8 Grow Production *.75 Financial Soundness Continued Control of Company Total Ranking Scale 1. The alternative does not effectively address this criterion. 2. The alternative may contribute to readdressing this criterion 3. The alternative provides an average solution to this criterion 4. The alternative provides an above average solution to this criterion 5. The alternative effectively addresses this criterion IntroductionAnalysisAlternativesRecommendationImplementation

17 Go Public Venture Capital Leave the Market Revamp Short-Term Strategy Key Success Factors WeightRankingWeightRankingWeightRankingWeightRankingWeight Provide Simple Beauty.4 5* 2 2 1*.4 2*.8 Grow Production *.75 Financial Soundness Continued Control of Company Total Ranking Scale 1. The alternative does not effectively address this criterion. 2. The alternative may contribute to readdressing this criterion 3. The alternative provides an average solution to this criterion 4. The alternative provides an above average solution to this criterion 5. The alternative effectively addresses this criterion IntroductionAnalysisAlternativesRecommendationImplementation

18 Decision: Seek Investment from Venture Capitalist IntroductionAnalysisAlternativesRecommendationImplementation

19 IntroductionAnalysisAlternativesRecommendationImplementation Venture Capital Funding Allocations Increased Revenue VP of Operations Marketing Director R&D Marketing Corporate Social Responsibility Infrastructure Expansion Repay Debt Increased Expenses Margin for Error

20 Short-Term Reach out to venture capitalist Hire VP of operations to transfer oversight of daily operations Begin research and development on eyeliner, mascara, etc. Hire marketing director IntroductionAnalysisAlternativesRecommendationImplementation

21 Short-Term Reach out to venture capitalist Hire VP of operations to transfer oversight of daily operations Begin research and development on eyeliner, mascara, etc. Hire marketing director IntroductionAnalysisAlternativesRecommendationImplementation 6 months 3 months 9 months Milestone Review 12 months

22 Long-Term WhatWho Buy advertising on WE, Oxygen, HGTV Marketing Director Work with Susan G. Komen Foundation for Breast Cancer to set up sponsorship walks Ms. Marcus & Marketing Director Begin research and development on nail polish Ms. Marcus IntroductionAnalysisAlternativesRecommendationImplementation

23 Long-Term Buy advertising on TV stations, other new promotion Set up breast cancer awareness sponsorship walks Begin research and development on nail polish IntroductionAnalysisAlternativesRecommendationImplementation Milestone Review 18 months 15 months 21 months 24 months

24 Promotion Dragons Den Ottawa Small Business Award Chantal Sutherland as spokeswoman Presenting sponsor at Golden Globes Print Media Shape The Globe and Mail Elle CBC Radio Print advertising TV Networks Susan G. Komen sponsorship Placement Retail stores Rexall Lawtons Drugs Sears Pending other retail stores Jean Coutu London Drugs Enter into new locations Online store Price Competitive with other firms Affordable High- quality Package deals Refills sold at discount Product Quality yet simple makeup choices 6-in-1 beauty solution Luminada Plump and Glow Lip Gloss Retractable make-up applicator brush New Products Eye cream Mascara Eye shadow Nail polish (natural) IntroductionAnalysisAlternativesRecommendationImplementation

25 IntroductionAnalysisAlternativesRecommendationImplementation

26 IntroductionAnalysisAlternativesRecommendationImplementation

27 RiskProbabilitySolution Venture capitalists not interested in investing Low Consider either going public with company or filing for Chapter 11 Bankruptcy Sales of current products drop Moderate Focus on sales of current products before considering expansion Proposed new product lines unfeasible Low Look into other product lines such as sunscreens or wrinkle serum New product lines unpopular Moderate Spend more on advertising. If no improvement, reassess production IntroductionAnalysisAlternativesRecommendationImplementation

28 Mistura Beauty Solutions Southeast Solutions Beauty Simplified – Mistura vision


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