Introduction Of the two products:
Herbal Essence:
A products part of Clairol brands, made its new coming in the Lebanese market in 1995, introducing a new concept of shampoos for men and women, this product claims that it leaves "Gorgeous, luxuriously soft hair."
Pantene:
A product that joined the Lebanese market in 1984, he brought the revolution of the shampoo industry, with their new pro-v formulas that revitalizes the hair, their main logo was a "serious care for beautiful hair", they promised to keep the hair "Shiny and Bouncy."
Situation Analysis:
The situation analysis usually covers external environmental forces and internal no marketing resources.
It considers the groups of consumers, the strategies used to satisfy them, and key measures of marketing performance.
The Lebanese economic and political situation can not be envied by any other country, the economy crises that it is currently facing is the major cause for the lack of investment and the search for the lowest prices by the consumers.
So when a consumer goes shopping and according to his real income, which is in general, very low, he finds himself in the obligation to search for the lowest prices in the market and acceptable quality not the best one for every product he is buying.
As Pantene and Herbal Essence, are two imported products, they are facing a big threat that every other imported product is facing because of the low price and the acceptable quality of the local products.
SWOT Analysis for both products:
Table 1 Shows a SWOT analysis for Herbal Essence.
Strength - Effective Team work
- Employees Highly motivated
Weakness - High operating expenses difficult to compete with the low prices of the market.
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... know that Lebanon economy is unstable and the country is still financially under construction.
The profit forecast will be as follows:
And the table of this forecast will be as follows:
Pantene 2004 Herbal Essence 2004
Net Sales 1,530,000 Net Sales 1154000
Cost of goods sold 535,666 Cost of goods sold 580000
Gross Profit 994,334 Gross profit 574000
Net Profit 575,300 Net Profit 442800
The budget needed to establish this forecast, is minimal compared to the unrealistic high advertisement costs made in the past years and that didn't have that expected effect for both products a budget of 3 to 5 hundred thousands dollars should be enough for both products, this project can not have a negative effect it a bit costly and can not be particularly specific and accurate but they can at least try it instead, and see if it has a positive turn over.
...he oldest companies producing skin care and pharmaceutical products, it has a high level of customer care in order to create high value from their products and high customer satisfaction.
Hezbollah, meaning “Party of God”, was created out of a volatile time in Lebanon. Lebanon in the 1970s was a collection of warring factions within the country. Palestinian guerrillas, Shiite Muslims, right-wing Christian Phalangists and leftist Sunni Muslims fought alongside as well as against each other for control of Lebanon's destiny. Syria moved in troops to aid the Christian Phalangists against the Shite Muslims. Israel was fighting against the PLO at time, which had footholds in Lebanon. In June 1982, Israeli defense minister, Ariel Sharon ordered 120,000 soldiers to invade southern Lebanon and engage the PLO. The Syrian troops put up little resistance to the Israelis. PLO forces were routed within days. Israel, very quickly, had control of about 25 percent of Lebanon, in...
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"IRIN Middle East | SYRIA: Wealth gap widening as inflation hits poor | Syria | Economy." IRIN • humanitarian news and analysis from Africa, Asia and the Middle East - updated daily. N.p., n.d. Web. 27 Feb. 2012
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