Question

You will create this assignment following the Assignment Detail instructions below.

Review the tutorial titled How to Submit the Intellipath Submission Assignment.

Please submit your work to this week’s Intellipath Unit Submission lesson. Click the Upload button within the submission lesson to access the submission area. Click the Select File button to upload your document, and then click "OK" to finish.

Assignment Details

Throughout this class, you have been working with a product of your creation that dealt domestically. This week, you will switch gears and address a real company that does global business.

Note: Please refrain from using assignments from other classes that you have taken.

The Analysis

Select a global company of your choice in the service industry. Using your selected global company as the subject matter, research the principles of marketing that impact this organization, and prepare an APA paper with the following:

Describe the main line of business of the company.

Name 4 of the countries in which the company operates.

Explain in detail the implementation of the 4 P marketing mix concept by the company, including the following:

Competition

Target market

Product strategy

Distribution strategy

Communication strategy

Pricing strategy

Describe any differences observed in the implementation of this concept from one country to another.

This assignment will be assessed using additional criteria provided here.

Your report must include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA style, please visit the APA lab. The paper should be written in third person, which means that pronouns like “I,” “we,” and “you” are not appropriate. The use of direct quotes is strongly discouraged.

Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 3–4 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 6–8 pages in length.

Please submit your assignment as a Word document in APA format using the attached template.

Submitting your assignment in APA format means that you will need a minimum of the following:

Title page: Remember to include the running head and the title in all capital letters.

Abstract: This should be a summary of your paper, not an introduction. Begin writing in third person voice.

Body: The body of your paper begins on the page following the title page and abstract page, and it must be double-spaced (be careful not to triple- or quadruple-space between paragraphs). The typeface should be 12-point Times New Roman or 12-point Courier in regular black type. Do not use color, bold type, or italics, except as required for APA headings and references. The deliverable length of the body of your paper for this assignment is 3–4 pages. In-body academic citations to support your decisions and analysis are required. A variety of academic sources is encouraged.

Reference page: References that align with your in-text academic sources are listed on the final page of your paper. The references must be in APA format, using appropriate spacing, hang indention, italics, and upper and lower case as appropriate for the type of resource used. Remember, the reference page is not a bibliography, but it is a further listing of the abbreviated in-text citations that are used in the paper. Every referenced item must have a corresponding in-text citation.

Answer 1

Abstract:M.A.C ;This Toronto based cosmetics manufacturer company manufactures high-quality products, has created a really strong brand image.This cosmetics brand is always up-to date and have very successful marketing strategies.This paper will present the facts about the marketing efforts, global presence ,product lines, market competition, target market and 4p's (product ,price place and promotion) of this company.Secondary data is used to collect the facts about this company.

Introduction: MAC is very successful make up brand among professional as well as laymen consumers at the same time.This Toronto based company deals in cosmetics manufacturing business established in 1984 by the founders Frank Toskan and Frank Angelo. Headquartered of this company is in New York,US and IN 1998 it is captured by Estée Lauder Company another cosmetic manufacturer company. M.A.C stands for  "Make-up Art Cosmetics." It just manufactures high-quality products, has created a really strong brand image.This cosmetics brand is always up-to date and have social media strategy.

4P's of M.A.C cosmetics:

Product portfolio : In beginning MAC Cosmetics has distributed or made available its products to models and photographers or their family members. This strategy led to receive a worldwide respect and also create an awareness towards these products.

The product Lines :

• ​Make up Products: Various Face, Eyes, Lips and Nails under make-up products
• SkinCare and Primer
• Brushes & tools
• Fragrances
• ​Product strategy: It offers the premium products in market But to target the college teenage girls. company provide these premium products in small packaging.

Pricing Strategy: Company is using premium pricing policy. Company is charging little higher price than its competing brands, Still customers likes to buy these products due to the high quality assurance . Brand recognition as high quality products make it easy to sell. But product prices vary with the range of products.

• Like price of make up product foundation £20 - £30 and blush £12 - £23
• mascara £13 - £20
• lipsticks £15 - £20

Competitors: Main competitors of the company is Maybelline, Clinique, Revlon and Loreal

Place: M.A.C company's first target was artists and photographers .Its has launched its first store in 1991 in Greenwich Village. At present it has more than 1000 stores in 70 countries.

Four countries in which the company operates: France has highest number of M.A.C stores, America,Canada,India

• Distribution channel: It uses its exclusive brand stores and implement direct distribution policy. These stores looks very similar in design around the world.It does not provide its products to individuals and do not use distribution channels such as flea markets, boutiques, wholesalers and unauthorised retailers. It only provide its products through authorised dealers of brand
• Target Market Of MAC cosmetics: M.A.C. create cosmetics for customers segments of all ages, sexes, and races. This segmentation is based on the different variables.
• Geographic segment: MAC is segmenting its markets on the basis of the various region of a country or the world and also consider the market size, market density and climate of that region. Marketing strategy varies based on the location and trend of their locations. For the M.A.C.'s customer segment in south and west Africa. They have adapted the change in their stock according to the skin pigmentation of the people in that continent.
• Demographic segment: M.A.C. provide cosmetics for everyday use, theatre, models, actors, men and women. M.A.C. does not provide cheap products, but one thing they keep in mind while deciding customer segments is that their products are affordable for an average American.Like, they adjust the size of the product to make prices a little lower for the teenagers and for the people with lower income.
• Psychographic segment:   In china, for packaging M.A.C have used the hello kitty and other cartoon characters. because in china their customers are big fans of cartoon characters. M.A.C.  provide its range of products with strong pigmented colours and cosmetics that enhances the facial features in Brazil and India and according to their psychographic need M.A.C.'s employees show their customers how to do contour that will define and refine the nose and cheekbones.

Promotion: Comapny uses different strategies to promote its products such as As

• Through PERSONAL SELLING

M.A.C promote its products through personal selling on in the stores and online by providing efficient customer service in stores, make their customers to feel like a celebrity also provide Online make up tutorials to promote online selling.

• Social media to reach the customer segments: social media outlets used by the MAC are Facebook, twitter, Instagram. YouTube, smartphone app, website, content articles, Links, other media launches.

In order to achieve the goal of marketing communication and branding, It uses social media marketing. It main activities or elements involved the social sharing of content, videos, and images through various social media apps such as Facebook page, Twitter, Instagram, YouTube videos on product reviews and makeup tutorials on its website. It seeks the user contributions through these social media sites.

To work out a consistent brand image through using social media, It uses the variety of different social media platforms. but each platform is based on its own unique environment and voice as per the various customer segments.

• Facebook Marketing

M.A.C illustrates Its products with beautiful swatches on Facebook and provides information and promotes its various product ranges and its events. So, It has got 16.2 million Likes and has 16 million followers on Facebook.After publishing its content, It stays available for its audience to give feedback and actively participates in conversations.

Twitter Marketing

Through Twitter, It broadcasts its updates across the web. It also follows the competitor's tweeters in its industry or related fields, and it has a sound stream of followers of 1.31 million. M.A.C tweets about special discounts, and news updates with some fun always retweet and answer people’s questions.

Instagram Marketing

M.A.C, has 12.8 million followers on Instagram. M.A.C has posted several images of products from such as ruby woo dipped in glitter collection and utilise the filters to evoke a glittery feel and almost earned over 44.6K engagements. It really pays attention on the visual appeal of the products to make them look vibrant and appealing to the eyes of customers.

YouTube Marketing

M.A.C has YouTube channel with 360K subscribers, it uploads make-up tutorials and campaign videos.

Content Marketing

M.A.C always upload professional makeup videos and tutorials and created a variety of content through social media images, videos and text-based content. It also provide links to outside articles that helps to improve loyalty also lead to get some links in return.

Public Relations

MAC also focus on to give out new launched products to build awareness in the community and also publishes articles in different media to educate the public.If customer search for cosmetics or any beauty related term on the Internet, they can findMAC all over the internet.

Mobile Marketing

M.A.C’ has provided the new phone application that will lead to make the M.A.C make-up world's more accessible products to the consumers who have Smartphones.