Case Study Revlon
Introduction
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Revlon ( 'the company ') is engaged in the production, marketing and selling of an array of cosmetics, hair color, beauty tools, anti-per spirants/deodorants, fragrances, skincare and other beauty care products. Its major products are Revlon Ultima 2, ColorStay, Almay, Charlie, Flex, Mitchum, Jean Nate, and ColorSlike. The company operates in North America, Asia-Pacific, Europe, Africa, and Latin America. It is headquartered in New York City, New York and employs 4,900 people. The company recorded revenues of $1,321.4 million during the financial year ended December 2010 (FY2010), an increase of 2% over FY2009. The operating profit of the company was $199.8 million in FY2010, an increase of 17% over FY2009. The net profit was $327.3 million in FY2010, as compared to a net profit of $48.8 million in FY2009.
Executive Summary
Revlon is a company leader in the cosmetic and personal products industry. The company produces goods under Revlon, Almay, and Ultima brand names. Product categories are skin care, cosmetic and personal products. Revlon has implemented an aggressive R&D investment. This has resulted in positive aspects for the company such us brand recognition and increase in sales. It focuses on global expansion. Therefore, the firm is successful in markets like Africa and Latin America. However, the competition is intense. The company 's top competitors are Procter & Gamble, L 'Oreal, Estee Lauder, and Avon. These competitors represent a major threat for Revlon. They sell their products in international markets and have aggressive strategies to increase revenues. Revlon have struggled with debt in recent years. Its net sales decreased by $1332 billion to $1331billion. The company is not financially stable. The net income has been negative for the last eight years. Its growth rates are below the industry rates. The strategic analysis shows that the company has some internal and external issues. The company has low competitive
[pic]
Revlon ( 'the company ') is engaged in the production, marketing and selling of an array of cosmetics, hair color, beauty tools, anti-per spirants/deodorants, fragrances, skincare and other beauty care products. Its major products are Revlon Ultima 2, ColorStay, Almay, Charlie, Flex, Mitchum, Jean Nate, and ColorSlike. The company operates in North America, Asia-Pacific, Europe, Africa, and Latin America. It is headquartered in New York City, New York and employs 4,900 people. The company recorded revenues of $1,321.4 million during the financial year ended December 2010 (FY2010), an increase of 2% over FY2009. The operating profit of the company was $199.8 million in FY2010, an increase of 17% over FY2009. The net profit was $327.3 million in FY2010, as compared to a net profit of $48.8 million in FY2009.
Executive Summary
Revlon is a company leader in the cosmetic and personal products industry. The company produces goods under Revlon, Almay, and Ultima brand names. Product categories are skin care, cosmetic and personal products. Revlon has implemented an aggressive R&D investment. This has resulted in positive aspects for the company such us brand recognition and increase in sales. It focuses on global expansion. Therefore, the firm is successful in markets like Africa and Latin America. However, the competition is intense. The company 's top competitors are Procter & Gamble, L 'Oreal, Estee Lauder, and Avon. These competitors represent a major threat for Revlon. They sell their products in international markets and have aggressive strategies to increase revenues. Revlon have struggled with debt in recent years. Its net sales decreased by $1332 billion to $1331billion. The company is not financially stable. The net income has been negative for the last eight years. Its growth rates are below the industry rates. The strategic analysis shows that the company has some internal and external issues. The company has low competitive