Flare Fragrances
Flare Fragrances Company, Inc
.
Final Authentic Assessment
Analyzing Growth Opportunities
MRKT 495
Flare Fragrances Company, Inc
.
Final Authentic Assessment
Analyzing Growth Opportunities
MRKT 495
TABLE OF CONTENTS
SUBJECT PAGE(S)
History 1-2
Executive Summary 2-3
Statement of challenge 3
Evidence Supporting the Challenge 3-4
Analysis of Current Situation 5-6
SWOT Conclusion 6
Competitive Analysis Conclusion 6-7
Current Marketing Mix 7-8
Conclusion from Analysis of Current Situation 8
Alternative Strategic Solutions (1-4) 8-10
Recommendation of Alternative Strategic Solution 11
Putting it All Together 11-12
Bibliography 13
Exhibits A-F 14-17
OUR HISTORY Since its origin as a small manufacturer of women’s perfume in 1955, Flare Fragrances Company, Inc. has grown into the #4 competitor within the women’s fragrance market. Loveliest was introduced in 1975 and has been Flare Fragrances namesake since. In 1996, Flare Fragrances introduced Awash and has introduced a new fragrance every two to three years since, with our most recent being Natural. Jump ahead to 2008, we are in the midst of a recession with most companies making little to no additional profit from the year prior. Flare Fragrance was fortunate to grab a 2% share increase and is contemplating launching their new fragrance Savvy or entering a new channel into Drug Stores. Most importantly, Flare sees their 2% share increase as weak and wants to ensure greater success for 2009.
EXECUTIVE SUMMARY
PROBLEM
It is 2008 and the United States is in the midst of a recession, Flare Fragrances is projected to end 2008 with a better recession story then most, they will have experienced a 2% growth. The CEO Joely Patterson is determined to do better in 2009. Arlmont Associates just completed an audit of the company and had several strategic options that might hold the
.
Final Authentic Assessment
Analyzing Growth Opportunities
MRKT 495
Flare Fragrances Company, Inc
.
Final Authentic Assessment
Analyzing Growth Opportunities
MRKT 495
TABLE OF CONTENTS
SUBJECT PAGE(S)
History 1-2
Executive Summary 2-3
Statement of challenge 3
Evidence Supporting the Challenge 3-4
Analysis of Current Situation 5-6
SWOT Conclusion 6
Competitive Analysis Conclusion 6-7
Current Marketing Mix 7-8
Conclusion from Analysis of Current Situation 8
Alternative Strategic Solutions (1-4) 8-10
Recommendation of Alternative Strategic Solution 11
Putting it All Together 11-12
Bibliography 13
Exhibits A-F 14-17
OUR HISTORY Since its origin as a small manufacturer of women’s perfume in 1955, Flare Fragrances Company, Inc. has grown into the #4 competitor within the women’s fragrance market. Loveliest was introduced in 1975 and has been Flare Fragrances namesake since. In 1996, Flare Fragrances introduced Awash and has introduced a new fragrance every two to three years since, with our most recent being Natural. Jump ahead to 2008, we are in the midst of a recession with most companies making little to no additional profit from the year prior. Flare Fragrance was fortunate to grab a 2% share increase and is contemplating launching their new fragrance Savvy or entering a new channel into Drug Stores. Most importantly, Flare sees their 2% share increase as weak and wants to ensure greater success for 2009.
EXECUTIVE SUMMARY
PROBLEM
It is 2008 and the United States is in the midst of a recession, Flare Fragrances is projected to end 2008 with a better recession story then most, they will have experienced a 2% growth. The CEO Joely Patterson is determined to do better in 2009. Arlmont Associates just completed an audit of the company and had several strategic options that might hold the
Bibliography: 1. Quelch, John; Donovan, Lisa. Flare Fragrances Company INC.: Analyzing Growth Opportunities. Harvard Business School. 2010 2