Introduction

Bella is local start up cosmetic brand from Myanmar that launched in 2016. Bella was created with the
simple vision of making reasonably priced and superior cosmetic products available to the Myanmar
market. Frustrated with the lack of quality options accessible to the majority of the local population, we
saw no reason as to why Myanmar, a country full of people who set the highest bar for themselves on
presentation and perfection, should not have its own home-grown cosmetic brand that it could be proud
of. With these two principles in mind, we sought out the best possible partner in Korea, the home of
quality cosmetics manufacturing and teamed up exclusively with Cosma International to begin working
on Myanmar’s best new cosmetics line. Cosmax, who exports to over 100 countries around the world
were the perfect match for introducing the highest global standards in beauty for our local products.

Micro (SWOT)

Strength

 Wide product range

 Affordable good quality products

Weakness

 Weak Website
 Weak Instagram

Opportunities

 Increase in Disposable income

 Shift in consumer behaviour

Threats

 Competition
 Negative Publicity
 Economic Recession

Some Facebook promotional posts Bella have shared contains lots of words on the infographics – This
could turn the readers way due to too many information given of such a limited space. The usage of
fonts on some posts also o not have consistency which could be an eyesore to users – it is vital to be
consistent and look professional since it is a brand trying to compete with other cosmetic brands.

It is important to optimize the website to its full potential. Perhaps they should make use of the site
more as an actual website rather than just the app feature attached to it to attract more site visits.
Although Myanmar is still a little late on ecommerce, users are slowly adopting the ide of online
shopping. Tech giants such as AliExpress just recently entered Myanmar and it would now be a perfect
time for Bella to revamp the site by adding an ecommerce feature. This would gibe them the first mover
advantage over their competition who still does not offer online shopping experience. In addition to this,
they can also promote their products on the site. Adding the experience. In addition to this, they can
also promote their products on the site. Adding the online shopping feature will definitely increase the
traffic and the revenue. Currently, the website does not promote their Facebook page or Instagram page-
by adding widgets they can have a link of the site with icons that lead back to their other social media
channels.

In terms of threats associated with their use of social media, it will come mainly from their competition.
So far, Bella is leading by the number of followers, engagements and content. If their competitors start
doing adding online shopping features what Bella has not done it will be a huge threat. They can be hit
with negative publicity also. Therefore, it is important to them not to be entangled in a PR backlash or to
not upset their target customers by following the trend which might end up being offensive.