Julep Cosmetics - Competitive Advantage

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Julep is a new entrant in a not very desirable and profitable field because of several factors that affect and make difficult the entry to the cosmetics industry. It is an extremely competitive and dynamic business environment that has age old competitors and that is growing at 7% per year, generating over $160 billion. In the US alone, Due to the consumer’s increasing awareness of the importance of the cosmetics products and particularly their positive effects on self-image, confidence, and self-esteem, the demand for this type of products has increased, and, along with it, the supply and innovation. It is very difficult and hazardous to start a business in the cosmetics industry, especially in developed countries, due to several factors. First of all, it has very high entry costs: massive investments in R&D and in the manufacturing process are required in order to develop unique products, improve current products, and meet client needs. However, very few small and middle scale firms have access to the necessary funds and expertise. Moreover, there is fierce rivalry between established competitors (the pioneers of this industry) such as L’Oreal, Clinique, or Avon. They have a very large market share, solid customer bases, strong loyalty and brand reputation, and vast knowledge and understanding of industry, products and consumer needs. Beside these huge rival firms that are based on economies of scale, there are also many other small scale competitors that have their own small market shares. These factors reduce the overall profitability of firms in this industry. Thus, in order to capture a fair market share as a new entrant and be profitable, great expenses in marketing and advertising are required, as well as in innovating unique products/services to be able to differentiate yourself. The industry has a high bargaining power of customers due to the increased

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