Internal Analysis for Maybelline - Case Study Example

Table of Contents Introduction 2 About the Organization 2 Internal Analysis 2 VRIO Analysis 4 Conclusion 6 References 7 Introduction This paper looks at carrying out an internal analysis for Maybelline which deals in different kind of nail products. The paper will look at providing the different factors which act as a guide in differentiating Maybelline from other players in the market. The paper will look at providing the strength and weakness analysis which will provide the internal strengths and weakness of the organization. Based on it a VRIO analysis will be carried out which will help to find out the manner in which the business differentiates itself from others. This would thereby provide useful directives and would help to understand the manner in which the working of Maybelline is affected due to those factors. About the organization Maybelline is an American cosmetic player which had started operations in 1915 and over the year has found an international presence. It is America’s number one brand and has looked towards adding new products and services so that customers are provided with something new. The ability of the business to understand the changing customer need and developing products and services has helped them to grow. In addition to it the business has focused towards providing products which are chemical free has improved the market and has provided a completely new avenue for the business to grow. The different factors have thereby contributed towards the growth of Maybelline which can be seen from the internal analysis carried out by analyzing the strengths and weakness of the organization Internal Analysis The internal analysis for Maybelline is being carried out by analyzing the strengths and weakness so that the core competencies with regard to physical, human and organizational resources can be identified. This would help Maybelline to use those factors and develop strategies so that the long term goals can be achieved. The internal analysis for Maybelline is as follows One of the strengths for Maybelline is that the products which are supplied at Maybelline are exclusive and is not available elsewhere. The products which are supplied are prepared in such a manner that it has no chemicals and care is taken to ensure that the overall product quality is of the highest standard (Kotler and Armstrong, 2002). Apart from it continuous innovation and development has made it possible to make changes and develop new variants and products which are readily accepted by the people. This has helped to provide a bigger market and has thereby grown the overall market for Maybelline. Secondly, to improve and increase consumer confidence and satisfaction level Maybelline has looked at ensuring that they open stores and exclusive outlets which provides specialized services. The services provided at this outlet are carried out through special equipments which has been designed and procured by Maybelline keeping in mind the different business fundamentals. Specialized services through specialized equipment have helped to create a new market and have provided different opportunities through which overall business productivity has improved. Thirdly, the quality of employee which Maybelline has employed is professional and understands their role and task. The employees have proper knowledge and know the area they are working on. The employees understand the customer and based on the customer needs and wants design their special services. This has thereby helped to meet the customer demand in a proper way and has provided an opportunity where the employees can make continuous innovation based on what the customer wants. This has helped to add new products and services and provide customers with an array of different functions to choose from thereby increasing the overall opportunities and chances to be successful. Fourthly, Maybelline has adopted a model where they look at being innovative. This approach has helped Maybelline to be use technology and other modern techniques to be able to bring the required changes in their working model (Kotler, 2004). The store and outlet designed by Maybelline are thereby modern and provide customers with all the modern amenities and facilities which they are seeking. This has helped them to ensure that the organizational resources are used effectively and has transformed the manner in which they work. Fifthly, Maybelline has looked at hiring the best quality professional as the people working are largely experienced and have an understanding of the business. Having qualified and talented personnel has helped to ensure that they are able to provide quality services. The process has thereby reduced errors and complaints as the overall service level has improved drastically (Schiffman and Lazar, 1996). Having a well trained workforce has shaped the overall organization in a better way as the different responsibilities are better handled and the organization is able to perform better. The internal analysis shows the different strengths which Maybelline focuses on and the manner in which it has been able to bank on those strengths to develop its business. This has helped Maybelline to bring the required transformation in the working style and has garnered better long term results. VRIO Analysis The internal analysis for Maybelline has further been analyzed through another model which is the VRIO Model. This model looks at identifying the different internal capabilities on different factors which are valuable, rare, inimitable, well organized. The different capabilities are weighed against those factors and the manner in which it contributes towards the success is identified. The internal analysis based on it is as Valuable: The ability of the organization to be innovative and developing products which are chemical free differentiates them from other players in the market. This is one of the characteristics which is valuable as it has helped the organization to become a market leader. In addition it having a well trained quality workforce which understands the needs and requirements of the customers is a valuable characteristic (Assael, 2005). This mechanism enables the business to understand the customer wants and based on it design their service parameter so that the overall needs of the customers are better met. The valuable factors has helped Maybelline to identify different opportunities which the business presents and has enabled them to work on different business dimensions so that overall productivity improves. Rare: One of the quality which is rarely seeing is being innovative and at the same time coming with a service standard which cannot be questioned. The ability of the business to develop new services and products and delivering the same with the same acumen is a rare quality. This has become possible because of the quality workforce which Maybelline has. The ability of the workforce to understand customers, develop new services based on it and deliver the same services as per the needs and requirements of the customer is an area which causes attention of all (Klemperer, 2007). The process has thereby reduced errors and complaints as the overall service level has improved drastically. This is an area which brings forward one of the rarest qualities and shows the manner in which working on relatively smaller aspect helps to fill the bigger gaps in the organization. Maybelline needs to look at working on the same dimensions and safeguarding their rare qualities so that they are able to design the required workforce which could improve productivity and reduce wastage in the future. This would entail into better results and would help to improve the overall marginal productivity for the organization. Inimitable: The products which Maybelline offer cannot be copied as the products are chemical free and has been developed keeping in mind the consumer preference towards products which are chemical free. Apart from it the service standard which Maybelline delivers is inimitable as the overall quality of employee which Maybelline has is better than any other player in the market (Kotler, 2003). Having a quality workforce which focuses towards providing better services has been the corner stone which has revolutionized the manner in which different functioning is being carried out. The process has helped them to create a niche market which is difficult for other players to copy. Well Organized: The overall manner in which Maybelline works is well organized as they follow a proper protocol with regard to it. The management has laid down the rules which every person has to abide and people working in Maybelline abide with those. This has thereby helped Maybelline to be able to work within the defined functionalities and has enabled them to identify the different measures through which they will be successful. Apart from it having proper laid rules has ensured that the overall working is well organized and the business is developed in such a manner that it grows. Conclusion The paper thereby presents the manner in which Maybelline has been able to use its internal strengths and weakness to develop its business. An internal analysis for Maybelline has been carried out which has helped to identify the different valuable, rare, inimitable, well organized factors within the organization. The different factors brings forward the manner in which the organization has been able to find out different business opportunities and use it for the overall growth of the business. References Assael, H, C. (2005), Consumer Behavior: A Strategic Approach, Biztantra, New Delhi Kotler, P. (2003), Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know, John Wiley & Sons Inc., New Jersey Kotler, P. and Armstrong, G. (2002), Principles of Marketing, Pearson Education Asia, Delhi Kotler, P. (2004), A Three-Part Plan for Upgrading Your Marketing Department for New Strategies. Strategy and Leadership, Vol. 32, No. 5, pp. 4-9 Klemperer, P. (2007), Markets with Consumer Switching Costs, Quarterly Journal of Economics, 102: 375-394 Schiffman Leon G and Lazar, K. (1996). Consumer Behavior, Prentice Hall, New Delhi Read More