Final Year Project (Media Innovation)

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SITUATION ANALYSIS

on December 14, 2013

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THE COMPANY 3.1 Company Overview The Alliance Cosmetic Group is a leading distributor of cosmetics and personal care products which was founded by Tan Thiam Hock in 1986 and is based in Shah Alam, Malaysia. Alliance Cosmetics Sdn Bhd distributes cosmetics and personal care products in Malaysia, Singpore, Brunei, and Indonesia. It also offers its own brand fragrances for men and women; and color cosmetics. The company offers its products through retail outlets and pharmacies in Malaysia; selected pharmacies, and personal care and departmental stores in Singapore; and selected personal care stores and departmental stores in Brunei. This company is the sole distributor of Revlon and other renowned global cosmetics brands in Malaysia, Singapore and Brunei. It is the largest retail mass-market color cosmetics brand in Malaysia, and the second largest company in the mass fragrance market. Alliance owns the popular Silky Girl brand, and distributes Revlon color cosmetics and hai

CHAPTER 7

SWOT ANALYSIS Swot Analysis for SILKYGIRL 7.1 Strength · Well established company · Lower price than the competitors · Offers a variety of cool color · Compact & Lightweight · Distributed to most convenient stores & available at every supermarket and hypermarket · Variety of products · Small in size that’s why easy to carry 7.2 Weakness · Brand awareness is low · Products quality low · Unattractive packaging · Target market is very wide · Consumer don’t trust on local brand · Colors are not long lasting · Does not fully use the media for eye shadow product promoting and advertising. 7.3 Opportunity · It provides full range of color cosmetics that can fulfil consumer needs. · Young women or teenagers like variety of color products. · Local product so no import tax.

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SITUATION ANALYSIS

TABLE OF CONTENT

TABLE OF CONTENT

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