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As a subsidiary of one of the largest cosmetics organizations in the world, you are in a position to dramatically increase your potential and further capitalize on your brands recognition. My hope is that you will establish and maintain a broader, more diverse customer base and increase your overall profitability.
Based on an in-depth analysis and research conducted on your organizations behalf, I have identified several problematic areas in need of immediate attention. The following document will serve to provide valuable information to address these issues accordingly.
One such issue and perhaps one of the most crucial is that of the organization’s brand awareness levels in the United Kingdom.
This is due in part to the fact that Mary Kay U.K. is not as widely recognized in the United Kingdom as it is in the Americas. I recommend increasing your presence to reach potential customers who would otherwise be unaware of your organization. We will seek to address the significant growth of new potential competitors while developing a means of competing effectively against already established competitors.
You will learn of new methods in which to remain relevant and a viable global contender in the cosmetics industry. New products will serve to provide your organization with a competitive edge and differentiate your organization from all its competitors. New policies and changes in the organization’s infrastructure will increase employee satisfaction an important factor for employee retention.
These enhancements to the organization’s current dealings can ultimately increase profitability, improve customer satisfaction levels, and increase employee productivity.
As Mary Kay U.K. adopts these changes and once in effect, there will be a need to take on additional employees to tend to the day-to-day operations and supplementary qualified/experienced executive-level professionals, allowing for a more focused approach on the management aspects of the organization. Effective documentation of the organization’s financials will allow for more educated and informed decision-making procedures.
Adequate fiscal records serve as effective management tool for predicting future success, identify problem areas and to make decisions that will assist in the organization’s overall effectiveness. In addition to significantly changing the inner workings of the organization in the United Kingdom, substantial changes to the organizations image and frontend interfaces may be required to assist with the issue of brand awareness.
The organization must become a well-oiled machine internally as well as an aesthetically pleasing entity for potential customers, future investors and for those considering strategic business alliances. Creating a more convivial atmosphere with which your organization would then be associated will give these interested parties a respectable first impression.
It is apparent that lacking presentation and unfocused management gives rise to the decrease or stagnation of profitability and employee retention. Changes to policy, organizational image, and infrastructure will not only prove beneficial but may in fact be necessary for the success of the organization and its future viability within the United Kingdom. In addition, there must be changes in customer behavior to increase the probability of the organization’s adoption.
The organization needs to appeal to a broader customer base after shifting consumer views of cosmetics to match that of American consumers. Thus, by implementing novel, eye-catching, and feeling invoking imagery or advertisements, people will in turn be more inclined to purchase Mary Kay products. In order to be more successful, I recommend the transformation of current marketing strategies.
Implementation of a marketing plan that encompasses the arguably successful word-of-mouth strategy in addition to overt and persistent adverts by way of social media will benefit the organization’s image. Because a constant stream of information pertaining to the actual products will allow the consumer to easily recall the information and develop a need for the product as presented by the advertisement. In addition, there must be a vested interest in appealing to the variety of potential consumers within the United Kingdom.
Mary Kay U.K. would be wise to capitalize on United Kingdom’s ever-growing and diverse population, via the translation and representation of the multitude of languages spoken within the target areas of operation. This will allow for a more comfortable customer experience and personalized identification with the Mary Kay brand. Brand Awareness is at an all-time low as target populations fail to recognize the Mary Kay Brand.
The organization must increase its visibility in the growing cosmetics market in the United Kingdom. This is possible with improved advertising and re-imagined brand association. Increased brand recognition will assist with declining profits.
The proposals presented in this consultancy report, should Mary Kay U.K. opt to adopt them will serve to promote the organization’s business aptitude and increase overall profitability and effectiveness. My hope is that this educated and informed counsel will effectively navigate the organization into a state of increased viability and the optimization and growth of Mary Kay U.K. business operations and clientele. INTRODUCTION
This consultancy report will serve to provide the Mary Kay U.K. Ltd. Subsidiary of Mary Kay Cosmetics with informed suggestions to increase the organization’s revenues and improving the day-to-day dealings of the organization from a management perspective. Following extensive research of the organization’s operations, I have prepared a comprehensive examination of the organization in its entirety.
This research has been comprised of a thorough analysis of the organization’s fiscal and promotion facets. This report also takes into account the consumer aspect of the organization, and the organization's image as viewed by the public. In addition, it will serve to demonstrate the manner in which the target audience does or fails to accept this image. Crucial organizational issues have been identified and addressed accordingly, supplemented with recommendations for minimizing or eliminating potentially negative effects.
These suggestions may prove insightful for the achievement of further profitability and consumer satisfaction should the organization choose to implement any or all of the changes proposed in this report. The information provided in this report comes via thorough research and analytical dismantling of data and industry trends and its reassembling in the form of a well-formulated business plan.
Suggestions provided will seek to address Mary Kay U.K.’s organizational structure, the organization’s inclination to incorporate a corporate social responsibility element, consumer satisfaction, employee turn-over rates, decreasing or non-existent profits, brand recognition and awareness among target consumers and product quality, to name the most imperative of organization’s issues.
In all, if implemented, these changes could ensure a significant turnaround for the Mary Kay U.K. entity. Numbers will rise to the status of or potentially rival those of its American contemporary. The organization would hold a strong position before its global competitors and open the door for future business strategic affiliations.
The organizational redesign will prove beneficial for Mary Kay’s United Kingdom division as an organization, for the consumers now receiving increased quality services, and for the leveling of the cosmetics industry in the United Kingdom.
Mary Kay Inc. is one of the largest cosmetics companies in the world to date. Headquartered in Addison, Texas at 16251 Dallas Parkway Addison, TX 75001 in the United States, it has manufacturing plants located in Dallas, Texas, Hangzhou, China and La Chaux-de-Fonds, Switzerland for its European market. Mary Kay Inc. operates as a subsidiary of Mary Kay Holding Corporation.
Founded by Mary Kay Ash in 1963 and based on personally established values that guided her everyday life she sought to help women live the life of their dreams. Company values include integrity, honesty and a belief in the Golden Rule; “Do unto others as you would have them do unto you.”
The mission, to assist and provide the vehicle that would allow prospective independent beauty consultants to have their respective dreams come true via the distribution, promotion, and retailing of a handful of products. Mary Kay Inc. identifies itself as a “Generation Everything” organization, meaning it serves everyone from all walks of life and of all ages.
The organization recently posted that its revenues are up to 3 billion due to sales in its 35 + markets globally. All made possible by its 25 million global independent sales force.
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