Stenders Beauty Firm - Situation Audit and Swot Analysis

Extract

[...] The indirect competitors we identified included supermarkets and chain stores such as Tesco and Boots. PODs and POPs Recommendation and Implementation The following are the recommendation based on the opportunities identified above and situational analysis. Recommendations More awareness of the existing CSR According to the interviews and observation carried out, respondents and perspective clients argued that increased CSR involvement would influence consumers' perception. As a result,it leads to creation of consumer brand attachments despite the fact that it does not directly influence consumers purchase choice. [...]

[...] An external situational audit analysis is then performed in detail with a focus on market opportunities and the competitors. On the basis of the two analyses, the external and internal situational analysis, implementation strategies and recommendations are proposed. Stenders is one of the first-growing firms in the European beauty industry. It is well known for its experience and success in cosmetics products, and as a result of its original concept, it has rapidly grown and developed. It currently has more than 200 stores and 70 franchises in 20 countries around the world. [...]

[...] It is our recommendation that Stenders considers doing away with insignificant products that create confusion and make a consumer's shopping experience confusing and tiring, and show bad usage of resources. Therefore, it will be prudent for Stenders to focus more on its core competencies and specialties, its original productions, rather than engaging in the development of more product lines that are no longer appealing to consumers. As gathered from focus group discussions and interviews, most respondents argued that the large variety of products is very confusing to them during shopping. [...]

[...] Open Day Event Fully Body massage One main product line of Stenders Cosmetics is Massage cream and oil. Consumers who purchase any type of massage cream could sign up for this open day event for very whole body massage. This event will help create awareness with regards to massage cream and create a fun element to the brand. In essence, this is very novel idea in UK cosmetics industry, and as such will enhance consumer-brand attachment. References DemetrisVrontis; AlkisThrassou. “Situation Analysis and Strategic Planning: An Emprical Case Study in the UK Beverage Industry.” Innovative Marketing 2.2 (2006): 134–151. [...]

[...] This will help improve Stenders brand image and awareness. This will help Stenders achieve one additional POD (Point of Difference), by developing a connected, strong community that is attached to the Stenders brand. Recommendation Choices The following recommendations have been chosen to detail implementation strategies Product Line Reduction Open Day Events Create and promote awareness for CSR Implementation Creating and promoting awareness for CSR Social Responsibility We recommend and suggest Stenders to create this and promote it through marketing, since marketing will ensure greater awareness of CSR activities by directly communicating them to consumers. [...]