MEDORA OF LONDON (Pvt.

Ltd)
STRENGHTSS

SWOT MATRIX OF
WEAKNESSESW 1. 4ess "isionary 4eadership 2. 4ess creati"e (arketin# team !. 4ess ocus on acti"e (arketin# 5*d"ertisin# campai#ns. %. 6otal *bsence rom social media &. Ine ecti"e and less interacti"e website 6. 3o clear point o interaction with customer directly -. 3o international "isibility and presence /. 4ess popularity and brand loyalty o (edora products 9. 4ess ocus on inno"atin# product packa#in#. +traditional packa#in# or talc2 nail colors2 lipsticks is still bein# used, 10. lack o participation in 7S8 initiati"es

1. Oldest cosmetic company in Pakistan. Established in 1961. 2. In-house country production in Swat so the production cost is low and products are resh. !. Pro"idin# hi#h $uality products at a ordable price. %. Orientation towards brin#in# new "ariants and ra#rances in their products &. Product 'e"elopment or (ale market se#ment as well. 6. )est color shades in *sia +lipstick cate#ory, -. .i#hly $uali ied team o chemists. /. .a"in# a network o more than 200 distributors. 9. 1ni$ue brand name2 which can help in #ainin# international acceptance 10. 3ot a listed company2 so does need to disclose in ormation

OPPORTUNITIESO 1. Increasin# #rowth and 8isin# trends in Skin care products e.#. cleansin#2 masks etc 2. (ore customer orientation towards naturally inte#rated cosmetics !. 'e"elopment o rural market in Pakistan %. 9oun#er population is becomin# more ashion and look conscious &. .i#h rate o consumer adoption due to trend o celebrity endorsement and online deli"ery ser"ices. 6. 3ew technolo#ies to increase shel li"es o products -. 'emand o (edora abroad2 specially rom Pakistani:s li"in# outside home country 2 where cosmetics are "ery e;pensi"e. /. Product inno"ation in cosmetic industry e.# mousse blush on2 oundations etc 9. .i#h #rowth opportunities in <airness creams +men and women, 10. 7ost e ecti"e Inno"ation in promotional acti"ities like social media2 in-mall acti"ation etc 11. Increased #rowth o =eddin# Industry and

SO STRATEGIES 1. Developing house

production facility to produce skin care products with variants including natural ingredients at lower prices than the competitors. (S2 &O1,2 2. !enerating high sales volume through rural market employing making accessi"ilty through parlors as point of sale. (S# &O$ $. Developing products with longer shelve lives and ultimately period of e%piry as compared to imported "rands. (S $,& & O'

WO STRATEGIES 1. -ncreased focus on innovative marketing activities like attractive ./ ads and activation in mall and super markets, . (02, $& O11 2. Developing ,edora2s modified and interactive we" page, 3ace"ook page and hiring "eauty "logger to engage with customers, developing product reviews and increase international presence. ( 0(,+, ',&,# & O (,11 $. 4eadership vision can "e improved "y seeking growth opportunity from production innovation ("ringing mousse foundation, "lush on etc and focusing on producing skin care products, naturally integrated mineral cosmetics and fairness creams. (O 1,2,* & 01 (. 5articipating in 3ashion shows, engaging with makeup artists in 6ridal shows and shoots on national and international levels. (O11 & 0 $ &,# +. )na"ling women entrepreneurship in rural areas and helping them setup salons and parlors in their native areas. (O$ & 011

(. )%porting lipsticks a"road to develop new markets and international "rand image. (S ',* & O& +. Developing new time savvy and focused on personal grooming product "rands for ,ale category using new product innovation. already e%isting male customers will love to "uy and the segment will e%pand. ( S+ & O(,*

THREATST 1. 'eclinin# buyin# power o

consumers which may result in less5less o ten spendin# on cosmetics 2. 6ou#h competition rom bi# international brands like 4oreal2 8e"lon 2 (aybeline etc !. 6ou#h competition rom etude in compact powder and ace powders cate#ory %. 8apid chan#es in ashion and trends re$uire hu#e bud#ets or marketin# and product de"elopment. <ailure to access other sources o inance or alliance will endan#er company e;istence. &. 4aw and order situation is uncertain which can hinder distribution

ST STRATEGIES 1. -ntroduction of economical product packs for the products like nail colors and lipsticks.(S$ & .1 2. 5romotional activities highlighting they have "est lipstick shades across 7sia to enhance "rand image. (S* &.2 $. 8eaching out )very girl campaign, to reach to every small town and city and developing special compact "rand suita"le to sensitive skin for young girls (S&,# & .2,$ (. Developing all shade mini lipstick pack to offer value to customers. (S2,* & .1,( +. Developing alliance with cosmetic industry in 9hina to develop e%pertise and new products and compete to foreign "rands at international levels. (S1,2 & .(, 2 Developing integrated supply chain network and )85 networks (.+ & S#

WT STRATEGIES 1. 9ompetition can "e reduced "y effective marketing like in:mall activities, tv commercial , more online presence on we" page and social media. (.2,$ & 0 $, (, +, ',& 2. ;iring good <uality marketing professionals and 6rand ,anagers with e%perience and reputed "usiness schools. (.2& 0 2,$,(,+,',# $. Developing innovative product packaging according to latest trends which meet customer usage routine and <uality standards. (.$ & 0#,* (. 4ooking for new sources of finance and partnerships in the industry. (.( & 01