REVLON, INC.

-2007
By: Syeda Muzeadhy Fatima, Moshin Javed Sethi & Noorullah Khan
Sec-G BBA IV 14-03-2012

Revlon, INC-2007

Contents
Introduction ................................................................................................................3 Vision Statement ........................................................................................................3 Proposed Vision Statement ........................................................................................3 Mission Statement ......................................................................................................4 Proposed Mission Statement ......................................................................................4 External Audit - Opportunities & Threats .................................................................5 Internal Audit - Strengths & Weaknesses ..................................................................6 SWOT Matrix ............................................................................................................7 Competitive Profile Matrix (CPM) ............................................................................9 Financial Ratio Analysis For the year 2006.............................................................10 External Factor Evaluation EFE ..............................................................................13 Internal Factor Evaluation IFE.................................................................................15 IE Matrix ..................................................................................................................16 Space Matrix ............................................................................................................17 Grand Strategy Matrix .............................................................................................19 The Quantitative Strategic Planning Matrix (QSPM) .............................................20 Recommendations ....................................................................................................23 References ................................................................................................................24

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Colortay. skin care. Almay Intense Eye Color (package that combines eye liner.Revlon.the three founders pooled their meager resources and developed a unique manufacturing process. Flex. Some of the company’s most recognize brand names are Revlon. Revlon contributed directly to the war effort. Ultima II. Revlon began to produce manicure and pedicure instruments. Revlon products are sold in more than 100 countries around the world with sales outside the United States comprising 43% of sales in 2006. Jean Nate and ColorSilk." Proposed Vision Statement "Our vision is to provide beauty at its best through environmentally safe and high quality products at affordable prices. fragrance and personal care and is a leading mass-market cosmetics brand. Vision Statement "Our vision is to provide glamour. The company continues to introduce new products. who contributed the "L" in the REVLON name. Charlie. Revlon is a world leader in cosmetics. INC-2007 Introduction Revlon Inc. Charles Lachman. personal care. cosmetics. fragrance and professional products. by manufacturing first aid kits and dye markers for the navy. Revlon’s product category includes skin care. Revlon sold its nail enamel through department stores and selected drugstores." 3 . Almay. Today company's product portfolio comprises off various different products such as:     Cosmetics Skin Care Products Personal Care Products Fragrance According to the company’s web site. was formed in 1932 by brothers Joseph Revson and Charles Lachman with a $300 investment. excitement and innovation through quality products at affordable prices. Mitchum. Revlon Inc.year history of providing high quality products at affordable prices to women. mascara and eye shadow) was successfully introduced in 2005 and Almay Smart Shade (colorless foundation that changes to correct color when applied) and ColorStay Smooth Lip Color were introduced in 2006. has a 75. This company initially began with only one single product-nail enamel. Starting with a single product nail enamel unlike any before it . The company began its success with opaque long-lasting nail enamel sold to beauty salons. At war's end.

" 4 . Hence below another mission statement has been proposed considering various important components. Revlon also enrich its environment and community by giving back love and care(8). ethically and socially a responsible one. We aim to be a company which is economically successful.Revlon. We believe in servicing our valuable customers by providing them with a solution through our quality products(2). It is important for a company to be environmentally. INC-2007 Mission Statement " To emerge as dominant cosmetic and personal care product firm in twenty first century by appealing to young people with its variety of brands" Company Customers Products Markets Technology Concern Philosophy Self 1 & Services 2 3 4 for Survival 5 6 Concept 7 Concern for Public Image 8 Concern for employees 9 Revlon Yes Yes Yes No Yes No No No No The above mentioned mission statement lacks few important components which are essential for a successful mission statement such as the important aspect of corporate social responsibility. Proposed Mission Statement "Revlon aims to provide its prestigious customers (1) with a fulfilling experience of beauty and care globally(3). has motivated workforce (9) and is committed to provide excellence(6)through innovation (7) We aim to diversify our product portfolio(5) through extensive research and development (4).

5. Aging population are a significant market for aging cosmetics. The trend of makeover accelerates the demand of beauty products. Retailers selling their own brands such as Gap. 6. Social media is now being widely used for promotion 10. Threats 1. Women in China. 3. Baby boomers have high levels of disposable income and are brand loyal customers. Potential for sales of personal care products around the world is excellent. Environmental concerns are increasing. 8.Revlon. Old age women are entering to cosmetic industry. Global ethnic-racial issues 3. 2. Baby boomer Americans are a significant market for the cosmetic/personal care industry. Target market is not just confined to women but potential market of men is also increasing for skin products. 5. INC-2007 External Audit . 7. 6. Availability of substitute products in a wide range. Competing brand products available for comparatively low prices. India and Middle East are rapidly growing interested in purchasing more cosmetics and fragrances. 4. Intense Competition from competing brands 2.Opportunities & Threats Opportunities 1. 8. 9. Consumer concern about product safety and use of animal testing by cosmetic companies. Victoria's Secret. Older people tend to spend less on cosmetics 7. Gas prices are high and rising leaving most Americans with less disposable income for purchasing cosmetics 4. Market for hair coloring has expanded with teenagers and adults wanting more vibrant coloring options. Retailers reducing inventory levels 5 . 10. 9.

Continuous new product development 6. INC-2007 Internal Audit . A weaker financial position as current assets and total assets have decreased while current and total liabilities have increased. 3. Provides high quality products at affordable prices 9. 7. 7. Its primary customers are large mass merchandisers and chain drug stores. Most of their products such as nail enamel. Less focus on improving financial position 9. 6 . 2. Excessive long-term debt Lower net sales than other competing brands Less diversified portfolio as compared to other competitors Lack of financial resources Lost grounds in cosmetics due to unwise diversification in health products 6. Use of internet as medium of sales (website) 5. New brand was not welcomed as it was comparatively expensive 8. have a shorter life because they use color instead of dyes. 4. Holds a strong goodwill since it’s a known brand 10. 10. Increased operating efficiency and better use of capital assets 4.Strengths & Weaknesses Strengths 1.Revlon. Socially responsible company as mentioned Revlon and its employees are active in supporting women's health programs and other community efforts 2. Has a wide range of nail enamel colors Weaknesses 1. Had to cut down on promotional budget to reduce operational costs. 5. Strong research and development programs as stated Revlon spent more than $25 million on services and research that help women 3. Has a wide product range 8.

Can increase sales by catering to men as well since they are a potential market. (S9. 10. Potential for sales of personal care products around the world is excellent. Opportunities 1. Lost grounds in cosmetics due to unwise diversification in health products 6. Lower net sales than other competing brands 3. 7. Continuous new product development 6. O8) WO-Strategies 1. Baby boomer Americans are a significant market for the cosmetic/personal care industry. Holds a strong goodwill since it’s a known brand 10. (W2. 8. 6. 4. Market for hair coloring has expanded with teenagers and adults wanting more vibrant coloring options. 9. Excessive long-term debt 2. 7 . 7. New brand was not welcomed as it was comparatively expensive 8. Provides high quality products at affordable prices 9. O5) 5. India and Middle East are rapidly growing interested in purchasing more cosmetics and fragrances.Revlon. A socially responsible company as mentioned Revlon and its employees are active in supporting women's health programs and other community efforts 2. Aging population are a significant market for aging cosmetics. have a shorter life because they use color instead of dyes. Women in China. (W8. With the strong goodwill and popular brand name. Had to cut down on promotional budget to reduce operational costs. SO & WO Strategies SO-Strategies 1. Most of their products such as nail enamel. Can improve its financial position by catering to markets other than US such as China. India and Middle East as women of these areas are rapidly growing interested in purchasing cosmetics and fragrances. A weaker financial position as current assets and total assets have decreased while current and total liabilities have increased. 7. 3. Has a wide range of nail enamel colors Weaknesses 1. Its primary customers are large mass merchandisers and chain drug stores. Less diversified portfolio as compared to other competitors 4. INC-2007 SWOT Matrix Strengths 1. Increased operating efficiency and better use of capital assets 4. Lack of financial resources 5. Use of internet as medium of sales (website) 5. O1) 2. Social media is now being widely used for promotion The trend of makeover accelerates the demand of beauty products. Target market is not just confined to women but potential market of men is also increasing for skin products. 10. O6) 2. (S2. Baby boomers have high levels of disposable income and are brand loyal customers. 2. they can cater brand loyal customers who have high levels of disposable income. Less focus on improving financial position 9. Has a wide product range 8. Through strong research and development Revlon can come up with more vibrant hair coloring options and can cater to expanding hair coloring market and to eventually increase its market share. Strong research and development programs as stated Revlon spent more than $25 million on services and research that help women 3. Old age women are entering to cosmetic industry.

Should use competitive pricing to bring in new brands rather than competitively higher prices. Has a wide range of nail enamel colors Weaknesses 1. Continuous new product development 6. Provides high quality products at affordable prices 9. Global ethnic-racial issues 3. 10. Most of their products such as nail enamel. 7. Competing brand products available for comparatively low prices. T1) 2. Retailers selling their own brands such as Gap. 8. (S1. Holds a strong goodwill since it’s a known brand 10. Its primary customers are large mass merchandisers and chain drug stores. 7. WT-Strategies 1. New brand was not welcomed as it was comparatively expensive 8. ST & WT Strategies ST-Strategies 1. Retailers reducing inventory levels 8 . Victoria's Secret. Older people tend to spend less on cosmetics 7. Gas prices are high and rising leaving most Americans with less disposable income for purchasing cosmetics 4. Lower net sales than other competing brands 3. A weaker financial position as current assets and total assets have decreased while current and total liabilities have increased. T7) Should improve sales to fight back the intense competition from competing brands. Had to cut down on promotional budget to reduce operational costs. (W7. 5. 10. Threats 1. 9. (W2. T8) 2.Revlon. Excessive long-term debt 2. have a shorter life because they use color instead of dyes. Strong research and development programs as stated Revlon spent more than $25 million on services and research that help women 3. A socially responsible company as mentioned Revlon and its employees are active in supporting women's health programs and other community efforts 2. Intense Competition from competing brands 2. Less focus on improving financial position 9. Environmental concerns are increasing. Lost grounds in cosmetics due to unwise diversification in health products 6. T5) Continuous new product development helps Revlon to compete with substitute products available in wide range. Less diversified portfolio as compared to other competitors 4. Lack of financial resources 5. Increased operating efficiency and better use of capital assets 4. Has a wide product range 8. INC-2007 Strengths 1. Availability of substitute products in a wide range. 6. (S5. Revlon is a socially responsible company hence realize consumer concern about safe products and thus provides high quality products at affordable prices. Use of internet as medium of sales (website) 5. Consumer concern about product safety and use of animal testing by cosmetic companies.

8 3 0.3 2 0.10 0.3 3 0.28 3 0.42 3 0.02 2.14 0.3 3 0.3 3 0.03 2.20 0.2 3 0.20 0.3 3 0.10 0.42 3 0.4 CPM identifies the major competitors of Revlon.6 4 0.3 2 0.3 2 0.96 L'Oreal Rating Score 4 0. 9 . INC-2007 Competitive Profile Matrix (CPM) Critical Success Factors Advertising Product Quality Price Competitiveness Management Financial Position Customer Loyalty Global Expansion Market Share Total Weight 0.8 4 0.8 3 0.10 0.Revlon.45 3 0. The total sum shows that Loreal is the best out of the three.45 2 0.8 3 0.01 1 Revlon Rating Score 4 0.15 0.03 3.15 3 0.99 Estee Lauder Rating Score 3 0. This can only be stated from a calculation perspective but doesn’t stands true from comparison point of view because all these values are on the basis of own judgment.2 1 0.8 4 0.

In this case Revlon's ratio is lower in comparison to 10 . 3.45 Price Ratio 4.3 = 1.900.43 This ratio shows the attractiveness of the firm on the equity market as in how much an investor is willing to pay for one share of the company.Inventory/ Current Liabilities Revlon 488 .31 Estee Lauder 2176.4 .7/790.2/1622.9/766.1= 1.8) = . Quick Ratio = Current Assets .1.01/(0. 2.98 From an industry point of view.3 = 0.0.95 Estee Lauder 2176.9-766. INC-2007 Financial Ratio Analysis For the year 2006 Financial Condition 1.51 Current Ratio which comes out to be greater than 1 is satisfactory.4 = 2.5/377.3/2550.25/2.2 = 0.186. Debt-to-Equity Ratio = Total Debt/Total Stockholder's Equity Revlon 1784.2 = 1.5/(1229. 1 is satisfactory however less than one doesn’t sounds good.62) = .3/1438.29 Avon 3334.79 Avon 3334.04 Avon 1897.Revlon.13 = 0.02 Avon 0.2 = 0.4/2550.4 Estee Lauder 698.2 = 0. Current Ratio = Current Assets/ Current Liabilities Revlon 488/377. Though in this case Revlon's current ratio is greater than 1 which suggests satisfactory but if compared from the other two competitors Revlon needs to improve a bit to get more stable.1/2.63 = 0.12 Estee Lauder 0. Revlon's quick ratio is less than one which means they need to work on their financial issues to reach to the satisfactory level. Price Earnings Ratio = Market Price Per Share/ Earning Per Share Revlon 0.

Revlon.6/8677.45% 11 .3 = 0. ROA = Net Income/Total Assets Revlon (251.59/59% Avon 5242.4 = -0.74/74% The above results show that there is still 59% margin available for the firm to cover its operating expenses. 6.188/18.1 = 0.78% The above value has come out to be negative which is not favorable for the firm.3)/931. All these are bad signs for the company and they need to improve their financial position in time.8) = .8 = 0.12% Estee Lauder 244.0.6/2550.3 = 0.4% Estee Lauder 4777.9/1331.055/5.6/5238. Gross Profit Margin = Gross Profit/Sales Revlon 785. Net Profit Margin = Net Income/Sales Revlon Avon (251.27/27% Avon 477.2/1622.72 Estee Lauder 244.187/18.3)/(1299.2 = 9.1 = 6.2/6463. It doesn’t sounds to be an attractive figure to the investors as they don't expect to get the highest returns from this company as opposed to the other ones in the industry.15/15% Since in 2006 the company is facing loss and has shareholder's deficiency and no equity therefore the sign is negative. As compared to other two brands Revlon essentially needs to work on its margins.5% Estee Lauder 244.64/60.204/20.9 = -0.3)/1331.4 = 0. it shows that firm is incurring losses and firm essentially needs to improve its situations. Investment Return % 7. 8.037/3. ROE = Net Income/Stockholders Equity Revlon (251.4% Avon 477.8/6463. INC-2007 Avon and Estee lauder.2/3784.3 = 0.9% 477.7/8677.8 = 0. Profit Margins 5.

INC-2007 For every one dollar of assets the company yields a loss of ($0.99 times Avon 8677.5-6463.27) which is not good.2 = 7.87% 12 .2-8677.4/133.2 = 1.6 times This ratio shows that company is utilizing its assets efficiently.46 % Estee Lauder 7.8*100 = 8.1-1331.9 = 2.037.66 times Estee Lauder 6463.3*100 = 13.4/443. Growth Rates Sales Revlon 1367.4 *100 = 2.3/5238.8/6463. Firm is earning nothing out of the assets being employed and from competitive perspective the situation is worse too.8/849. Asset Turnover Ratio = Sales/Total Assets Revlon 1331.3/8677.Revlon.68% Avon 9845.

06 0. 0.15 0.08 0. Retailers selling their own brands such as Gap. 4. Retailers reducing inventory levels 4 3 1 2 3 3 3 3 3 2 0.08 0. Old age women are entering to cosmetic industry. Competing brand products available for comparatively low prices.04 0.9 13 .04 0.15 0. 5.15 0. 8. Social media is now being widely used for promotion The trend of makeover accelerates the demand of beauty products.09 0. Consumer concern about product safety and use of animal testing by cosmetic companies.03 3 3 2 2 0. Threats 1. 8.06 2 3 3 3 0. Target market is not just confined to women but potential market of men is also increasing for skin products.03 0. 10.15 0.27 2.04 0. Aging population are a significant market for aging cosmetics. Weight 0. Baby boomers have high levels of disposable income and are brand loyal customers.18 0.05 0.18 5. 0. Women in China.36 0. Availability of substitute products in a wide range.28 6. 9. Baby boomer Americans are a significant market for the cosmetic/personal care industry.09 0. Victoria's Secret.07 4 0. Potential for sales of personal care products around the world is excellent.12 0. 9.06 7. Older people tend to spend less on cosmetics 7. 0.09 3 Rating Weighted Score 0. Market for hair coloring has expanded with teenagers and adults wanting more vibrant coloring options.Revlon. INC-2007 External Factor Evaluation EFE Key External Factors Opportunities 1. Intense Competition from competing brands Global ethnic-racial issues Gas prices are high and rising leaving most Americans with less disposable income for purchasing cosmetics 4. India and Middle East are rapidly growing interested in purchasing more cosmetics and fragrances.21 0. Environmental concerns are increasing.12 0. 6.08 Total 1 2. 3.04 0.05 0. 2. 10. 3.

This means the company is doing above average.Revlon. However there is still enough room for improvement because the highest total weighted average score would be 4.9 which is greater than the industry average score that is 2. 14 .0. INC-2007 The above weighted average score has come out to be 2.5. By looking at ratings this business needs to counter the tough competition from other brands and should work on ways to increase its sales.

04 0.03 0.04 0.04 0.06 0. 0.16 0.03 0. 3.1 0. have a shorter life because they use color instead of dyes. A weaker financial position as current assets and total assets have decreased while current and total liabilities have increased.05 0.09 0. Use of internet as medium of sales (website) 5.04 0.02 0. Lost grounds in cosmetics due to unwise diversification in health products 6.12 0.13 1 1 1 1 1 1 0.02 0.03 0. INC-2007 Internal Factor Evaluation IFE Key Internal Factors Strengths 1.03 1 1 1 0.12 0. Less focus on improving financial position 9. Lack of financial resources 5.06 0. 10.04 0.6 0.41 15 . Has a wide product range 8.04 0.02 0. Socially responsible company as mentioned Revlon and its employees are active in supporting women's health programs and other community efforts 2. 2.03 0. Excessive long-term debt Lower net sales than other competing brands Less diversified portfolio as compared to other competitors 4. Provides high quality products at affordable prices 9.10 4 0.06 0.21 0.02 0. Holds a strong goodwill since it’s a known brand 10.Revlon. New brand was not welcomed as it was comparatively expensive 8. 7. Continuous new product development 6.4 0. Had to cut down on promotional budget to reduce operational costs. Strong research and development programs as stated Revlon spent more than $25 million on services and research that help women 3.02 0. Most of their products such as nail enamel.04 0.09 0. 7.02 1 0.02 3 3 3 3 3 3 4 3 0.1 0.02 Total 1 2.06 Weaknesses 1. Its primary customers are large mass merchandisers and chain drug stores.14 Ratings 4 Weighted Score 0.13 0.04 0. Increased operating efficiency and better use of capital assets 4. Has a wide range of nail enamel colors Weights 0.

Revlon is already into continuous product development and should now also focus on market penetration strategy. Divisions that fall into this category can be managed best with Hold and Maintain Strategies which are Market Penetration and Product Development.5. The company needs to essentially work on its financial issues in order to get hold of this weakening position which might lead to serious consequences if not catered properly in time. IE Matrix Grow & Build I Hold & Maintain   Market Penetration Product Development Harvest or Divest Retrenchment Divestiture The EFE and IFE total weighted scores of Revlon fall in cell V of the IE Matrix. shows that company's internal position is quiet weak since its score is below industry average score which is 2. INC-2007 The above weighted average score which is 2. 16 .Revlon.41.

5 Total X axis Score = 0. -1 best) Environmental Stability (ES) Working Capital 2 Price range of competing -4 Y Leverage 1 products Axis Inventory Turnover 3 Competitive pressure -3 Earnings per share 2 Price elasticity of demand -4 Risk involved in business -2 Average +2 Total Y axis Score = -1. forward.Revlon. horizontal integration Market penetration Market development Product Development Diversification (related or unrelated) CA Defensive Retrenchment Divestiture Liquidation ( 0. -1 best) Competitive Advantage (CA) -1 -4 -4 -3 (+1 worst.2 Aggressive Backward.2 ) IS Competitive Backward.5 Financial Strength (FS) (-6 worst. +6 best) Growth Potential Resource Utilization Ease of entry into market Profit Potential Average +3.5. +6 best) Industry Strength (IS) 4 4 3 3 Product Quality Product Life Cycle X Market Share Axis Control over Suppliers & Distributors Average -3 (+1 worst.2 FS Conservative Market Penetration Market Development Product Development Related Diversification Average .3. INC-2007 Space Matrix (-6 worst. horizontal integration Market penetration Market development Product Development ES 17 . -1. forward.

Revlon. it should now also consider entering into new markets too. forward and horizontal integration. market penetration. Though the company is into continuous product development. It suggests that the company needs to work on its internal dimensions. market and product development. INC-2007 This particular space matrix tells us that Revlon should pursue a competitive strategy which includes backward. 18 .

INC-2007 Grand Strategy Matrix In the above matrix. They need to analyze why their present approach has come out to be ineffective and what best changes they can make to improve their competitiveness. 19 . Though their industry is growing. Revlon is positioned in the second quadrant which means that they need to evaluate their present approach to the marketplace seriously. they are unable to compete effectively may be due to financial constraints as mentioned earlier. they had to consolidate some sales and marketing functions to reduce operational cost.Revlon.

4. Social media is now being widely used for promotion 10. 2.Revlon. The trend of makeover accelerates the demand of beauty products.07 0. 3.12 Key External Factors Opportunities 1. or horizontal integration AS TAS 3 0.04 0. Baby boomers have high levels of disposable income and are brand loyal customers.03 3 4 - 0. INC-2007 The Quantitative Strategic Planning Matrix (QSPM) Strategic Alternatives Key Factors Improve marketing strategy AS TAS 4 4 3 0. 8. 6. India and Middle East are rapidly growing interested in purchasing more cosmetics and fragrances. Weight 0.06 0.09 Backward forward. Women in China. 5. 9.04 0.16 - Threats 20 .04 0. Baby boomer Americans are a significant market for the cosmetic/personal care industry.21 - 0.16 0. Target market is not just confined to women but potential market of men is also increasing for skin products.05 0. Aging population are a significant market for aging cosmetics. Old age women are entering to cosmetic industry. Market for hair coloring has expanded with teenagers and adults wanting more vibrant coloring options. 7.36 0.05 0.03 0. Potential for sales of personal care products around the world is excellent.09 0.

03 0.04 0. Increased operating efficiency and better use of capital assets 4.25 - - - Weaknesses 21 .03 0. Older people tend to spend less on cosmetics 7.04 4 2 0.07 0. Competing brand products available for comparatively low prices.09 0. Retailers selling their own brands such as Gap. 9.03 0.08 3 0.02 0. Victoria's Secret.04 0.12 Strengths 1.05 3 1 0. 7. Availability of substitute products in a wide range.03 0. Use of internet as medium of sales (website) 5. Strong research and development programs as stated Revlon spent more than $25 million on services and research that help women 3.04 0. Has a wide product range 8.03 0.Revlon. Provides high quality products at affordable prices 9. Has a wide range of nail enamel colors 0.05 - 0.10 - - 0.04 2 0. Consumer concern about product safety and use of animal testing by cosmetic companies. 8.09 0. 6. 10. Global ethnic-racial issues 3. Continuous new product development 6.18 - 0.02 3 0.15 - 2 0. Its primary customers are large mass merchandisers and chain drug stores. Socially responsible company as mentioned Revlon and its employees are active in supporting women's health programs and other community efforts 2. Intense Competition from competing brands 2. Retailers reducing inventory levels 0.2 0. 5.06 0. Gas prices are high and rising leaving most Americans with less disposable income for purchasing cosmetics 4.05 0.14 - - 0.05 0. Holds a strong goodwill since it’s a known brand 10. INC-2007 1. Environmental concerns are increasing.2 4 0.

through more aggressive advertisement campaigns.02 4 0.39 0.06 0.03 3 - 0. mailin discounts/coupons. build customer loyalty and create appeal for their products by new and existing customers.08 - 0. Lost grounds in cosmetics due to unwise diversification in health products 6.1 0.13 - 3 0. Less focus on improving financial position 9. Most of their products such as nail enamel. Less diversified portfolio as compared to other competitors 4. They can further heighten brand awareness. New brand was not welcomed as it was comparatively expensive 8.02 0.04 0. sales promotions. 0.Revlon.01 vs. 7. However.12 - 0. INC-2007 1. 10.01 1.08 Total 1 2.06 0. 1. Lack of financial resources 5. Excessive long-term debt 2. increase internet presence and bill boards. A weaker financial position as current assets and total assets have decreased while current and total liabilities have increased.02 4 0. 22 .22 The total attractiveness score of Alternative 1 versus Alternative 2 is 2. This is an excellent way to boost sales and promote the brand. have a shorter life because they use color instead of dyes. Lower net sales than other competing brands 3.04 0.22 suggests that Revlon should go for strategy 1which is improving marketing strategy. Revlon is already a market leader and people are aware of the brand.04 0. Had to cut down on promotional budget to reduce operational costs.08 3 2 0.

23 . China and Middle East. The company should sell the products to new markets such as India. 5. 2.Revlon. The financial situation can be improved by retrenchment strategy and improving its efficiency. packaging distribution etc. The company should take the prices of competitors into account when they make a decision such as pricing. 4. INC-2007 Recommendations 1. The company should develop products according to the needs created in the market such as developing products for men. The company should open its retail outlets to resolve the problem of retailers cutting back inventory. 3.

s:0 5.infobarrel.com/HostedData/AnnualReports/PDFArchive/avp 2008. http://www.loreal-finance.com/Revlon-Home/Revlon-Corporate/Corporate.pk/imgres?q=revlon&um=1&hl=en&sa=N&biw=13 66&bih=673&tbm=isch&tbnid=A0n0SmQaee2xM:&imgrefurl=http://www. http://www.r:4.com. http://www.com/eng/regulated-information 6. INC-2007 References 1.com/documents/reports/2007_Annual_Report__AVON_LAKE.revlon.annualreports.pdf 4.com/Company/784 2.pdf 3. http://www.jpg&w=400&h=400&ei=YClf T7PWLIqnrAfN_sWPBg&zoom=1&iact=hc&vpx=777&vpy=174&dur=18 42&hovh=225&hovw=225&tx=130&ty=104&sig=10276738292000414929 6&page=1&tbnh=146&tbnw=146&start=0&ndsp=22&ved=1t:429.google.infobarrel.lorainhealth.aspx 7.com/Revlon_Coupons__Instant_Savings_and_Free_Samples&docid=tJx19GhekzM7BM&imgurl=h ttp://www.com/media/image/5601.annualreports.pdf 24 . http://www.Revlon. http://www. http://www.annualreports.com/HostedData/AnnualReports/PDFArchive/avp 2008.

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