Abstract
The aim of this document is to critically review the marketing and business of the company plan by producing a marketing strategy report (see Appendix). Afterward, we shall present a new strategy to address issues that have been highlighted during the audit.
This report contains a marketing audit of Clarins, an internationally acclaimed French company specialized in cosmetics. Based on this marketing audit, we have defined a series of key marketing objectives to be achieved within three years in order to improve Clarins group results and market penetration towards its competitors. Globally, the luxury cosmetic market is highly expensive. Multinational corporate companies support the main brands of the industry with huge financial resources. Despite the global economic downturn, the customers are splurging cash on beauty products and services. Moreover, some countries are economically and socially emerging, with new potential customers for cosmetics. The technological aspect is crucial in this industry as innovation is the key to success and as a response to new demands for natural substances, sustainable development and no animal testing must be found. Finally, we must note that the cosmetic industry is regulated by strict legislation and permanent controls from public authorities.
