Abstract
Manix is a brand belonging to Ansell, a company operating in three business segments (professional health care division, consumer health care gloves and occupational division for gloves and clothing worn for protection). Manix is developed in the consumer health care division, which also supplies sexual health products. To fit to consumers needs, Manix created three product lines: Natural Sensation line, New Sensations line, and Bien-Etre. Moreover, Manix is the challenger of Durex in the French market (Durex has a 35 % market share; Manix 26 %) and is followed by Intimy (10 % market share). A study of the internal and external environments of Manix will be discussed in this report, in order to define the objectives and the strategy which will be followed. The external analysis will help us to understand Manix's environment, and its industry (sexual health products). By this way, we will be able to comprehend some of the choices Manix made, as well as its marketing opportunity and environmental threats.
