Mary Kay Ash Mary Kay products have been available for nearly 50 years. Using her total life savings of $5‚000 the founder Mary Kay Ash started her business‚ a single mother of three trying to support her children. Putting god first‚ family second and career third she managed to create a multibillion-dollar international company that would reflect her values along with a fulfilling life (Ash‚ 1995). Early Years One of Mary Kay ’s believes was that one should not reveal her age. The exact birth
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Mary Kay Ash Case Study It is a sight that usually commands a great deal of attention on the highway: an ordinary-looking‚ middle-aged woman driving along in a flashy pink Cadillac. Why‚ other motorists wonder‚ is this seemingly average homemaker behind the wheel of such an uncommon luxury car? More often than not‚ the answer to this question will involve Mary Kay Cosmetics‚ Inc.‚ a skin-care products company that motivates its sales force of more than 120‚000 “beauty consultants” (recruited from
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1. Why has Mary Kay Cosmetics (MKC) not been as successful as Avon in penetrating international markets? In 1992‚ the percentage of international sales of Mary Kay Cosmetics was only of 11% of total sales while‚ for instance‚ the percentage of international sales of Avon (a main competitor) was 55%. The reasons why MKC failed when penetrating international markets were‚ among others‚ that they did a direct application of their US marketing strategy (products and communication) without taking
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1.Why has MKC not been as successful as Avon in penetrating international markets? There are a number of good reasons that explain why Mary Kay Cosmetics (MKC) had not been able to penetrate the international markets as well as Avon did. The head of MKC’s Curran Dandurand identified a number of reasons for this phenomenon‚ according to this case study. Dandurand’s analysis concluded that mainly MKC’s limited international success was due the following reasons. Marking strategy- MKC made a very
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Case Study on Mary Kay Cosmetics: Asian Market Entry Executive Summary Mary Kay Cosmetics Inc’s (MKC) was facing challenges of increasing number of competing direct selling organizations in the US cosmetics market and was not satisfied with their sales revenue generated from international sales. They believed MKC culture could be transferred internationally and that Mary Kay Ash’s charisma‚ motivation and philosophy were likely to appeal to women throughout the world. MKC management would
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R.G. LeTourneau-“God’s Business Man” R.G. LeTourneau-“God’s Business Man” A successful Christian business man may sound like an oxymoron‚ but that was R.G LeTourneau. He built big‚ powerful machinery that could do things that no other machine could do before‚ but he also believes that a Christian business man owes as much to God as a preacher does (LeTourneau‚ 1967). Mr. LeTourneau states‚ “God needs businessmen as partners as well as preachers” (1967). Imagine a man becoming a very successful
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MARY KAY’S EC SYSTEMS Founded in 1962‚ Mary Kay (marykay.com) has about 1.8 million consultants selling its cosmetics and fragrance in 34 countries. In 2008‚ the company had about $2.4 billion in wholesale sales. As a company that has based its reputation on personal contacts in door-to-door visits and home gatherings‚ one might think that Mary Kay would not benefit from EC. Actually‚ the opposite is true. Currently‚ more than 95 percent of Mary Kay’s independent salespeople place orders via the
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Founded in 1962‚ Mary Kay (marykay.com) has about 1.8 million consultants selling its cosmetics and fragrances in 34 countries. In 2008‚ the company had about $2.4 billion in wholesale sales. As a company that has based its reputation on personal contacts through door-to-door visits and home gatherings‚ one might think that Mary Kay would not benefit from EC. Actually‚ the opposite is true. Currently‚ more than 95 percent of Mary Kay’s independent salespeople place orders via the Internet.
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Mary Kay vs. Maybelline Mary Kay has been one of America’s most trusted global names in skin care‚ makeup & body care for many years‚ as well as Maybelline cosmetics. Both provide America and the rest of the world with astonishing beauty products like make up‚ lip stick‚ and lip gloss. When American women and teenagers go out to buy their cosmetics‚ they are bombarded with different ads and different products saying that what they make is the best thing out there. Mary Kay and Maybelline cosmetics
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CASE STUDY :MARY KAY EC SYSTEM Mary kay was founded 1962 the business has about 1‚8 million consultants selling its cosmetics and fragrances in 34 countries. It has about $2.4 billion in whole sales. The drivers of EC at Mary Kay include: Expand universe of potential buyers There is an increase of sales Customers expectations are met Increase brand products Ease of doing business Competitive pressure Cost effectiveness Provides more information to customers Improved customers service
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