CHAPTER 4: THE MARKETING ENVIRONMENT

M.A.C. Cosmetics markets to mostly Generation X and Y; where Generation X includes people with their careers launched and families started, and Generation Y ranging from college students to kids in their teens. The company caters to all ethnicities which sets it aside from its competitors, hence making M.A.C. A multiculturalist company. These consumer are creative, innovative, spontaneous , and love to spend money on themselves, especially since they have little to no responsibilities. With a change in the social environment in the USA today, women have unprecedented financial power. This is an advantage for M.A.C. since majority of  theirs sales comes from women. M.A.C. Cosmetics uses technology to such as the Internet to market their products efficiently. The creativity and product lines on the cite has generated profits for the company.

CHAPTER 3: ETHICS AND SOICAL RESPONSIBILITY

M.A.C. Cosmetics is a great example of a company that practices corporate social responsibility.Their products are not tested on animals which make them "cruelty-free". The packaging of the products mainly made from glass and plastic are recyclable. M.A.C.'s programme "Back-to-MAC", encourages customers to bring their empty containers back to the stores. Customers are given a free lipstick of their choice with the return of six empty containers.

 M.A.C. Cosmetics supports the fight against AIDS around the world through a charity M.A.C. AIDS FUND, founded in 1994. The product line ViVa Glam is solely dedicated to fund the charity.The funding goes directly to care, prevention and global communities that assist those fighting HIV/AIDS. ViVa Glam consist of lipsticks and lipgosses of various shades. Celebrities such as Nikki Minaj, Lady Gaga, Ricky Martin and the like, have also contributed to make ViVa Glam, the most sort after product line in M.A.C. Cosmetics with their own special touch. M.A.C. Cosmetics is currently the leading non-pharmaceutical corporate fundraiser for HIV/AIDS worldwide and has raised over $224 million dollars to date. 

In 2002, M.A.C. began to offer "Good Spirits" makeovers to communities. The makeovers are free and desinged to teach poeple living with AIDS basic make-up skills that make them look and feel gooddespite their conditions.

CHAPTER 2: STRATEGIC PLANNING FOR COMPETITIVE ADVANTAGE

M.A.C. Cosmetics' objective is to offer high quality, innovative products to meet the needs of all races, ages, and gender. To become a global brand and share the philosophy of  M.A.C. around the world, by staying ahead of fashion trends and to consistently deliver trusted creativity. Viva Glam Lipstick is a collection that raises funds for M.A.C.'s AIDS FUND charity for men, women, and children with HIV/AIDS. 

M.A.C. Cosmetics has several collections for its product line, with intriguing names usually for a limited time only:

OFFICE HOURS is a collection which features M.A.C. Pro Longwear formulas, with the notion of staying glamorous when working full time, and over time without the makeup fading.

STYLE SEEKERS is a fall collection with vivid color influenced by the spirit and style of a global wanderer. The collection features four different shades of eye shadow, lipstick, blush and nail lacquer.

HAUTE AND NAUGHTY TOO BLACK LASH is a legendary mascara that comes in an intense shade of black, it can be defined naturally or full of drama.

these are a few of the new collections from M.A.C. displayed on their website and in stores. 

M.A.C. differentiates its makeup from its competitors Clinique, L'Oreal, etc. by offering large selections in color and texture, artistry professional quality products like brushes, hold, and final look. The company's target market primarily consists of consumers within 18-30 age category. Usually outgoing, confident, media savvy, fashion lovers that are seeking a unique look without compromising the latest fashion trends.

M.A.C. products have simple packaging made of plastic or glass with the company name on it. The products have straight forward names and trend setting colors which depict eye catching, chic, stylish, and high profile makeup. M.A.C. Cosmetics have minimal locations with displays of all the products (open tester units) available for use by customers with the help of professional makeup artists. Products can also be found online with detailed descriptions on each item and tutorials on how to use them. The brand commands premium prices because of good quality products and innovation customers desire. M.A.C. is a testimonial brand of cosmetics relying solely on word of mouth advertisements via fashion shows implications, celebrities and customers. M.A.C.'s Viva Glam lipstick is the only advertised product, usually a high profile event involving A-listers.

CHAPTER1: MISSION STATEMENT

                                                     "ALL RACES, ALL SEXES, ALL AGES"
       To be the world's leading make-up authority among professional make-up artists and consumers.