Mary Kay Case Study

1837 Words8 Pages
Mary Kay Case Study Executive Summary Mary Kay Cosmetics (MKC) was incorporated in Texas back in 1963 by Mary Kay Ash as a direct selling cosmetic company. At the current time in 1992, estimated retail sales had reached $1 billion with a range of sales varying from skin care, personal care and cosmetic products through 275,000 independent “beauty consultants” worldwide. The company maintained its powerful profile by being notorious for offering unlimited opportunities for women in business, coupled with healthy compensation and recognition plans that spanned from diamonds, both based on performance. As of early 1993, MKC was, for all intents and purposes, a multinational company with products being sold in 19 countries and the company having 100%-owned subsidiaries in 9 countries: Argentina, Australia, Canada, Germany, Mexico, Taiwan, Spain, Thailand and Russia. Despite their valiant efforts in the domestic forefront which has led to their increased sales and dominating presence, MKC has not been as successful in transferring these successes to the international market. Even though MKC has been competing with its rivals over the past 15 years to gain some traction in the international market, only 11% of their $1 billion in sales have been in the international market. In comparison, their competitor: Avon has managed to account 55% of their $3.6 billion in sales to their international market. As we discuss more of their business plan when it comes to managing their international market entry and expansion plan, we will see a few reasons why they have seen such low returns over the past decade and a half as well as the ways their competitors have really been successful when taking their operations overseas. As Curran Dandurand, senior vice president of MKC Inc. reflected on the last 15 years, she wondered how her company could continue to expand

More about Mary Kay Case Study

Open Document