Mary Kay Cosmetics (Mkc) Case Analysis

494 Words2 Pages
Mary Kay Cosmetics (MKC) Case Analysis Culture is a set of characteristics of people which define them based on language, religion, social meet and greet, music, domestic traditions, and other characteristics. In international marketing, the company must be aware of all of the above mentioned areas. MKC is understands women and their needs very well and are known for this around the world and for promoting women to grow and open their business. MKC had to analyze different consumer characteristics of 3 regions as they had to combat the wage differences, consumer characteristics, and foreign competition. For MKC, they understand the culture and when they do they embrace it and that is how they have become successful. Culture has to be very important to each company and they have to adapt to its standards otherwise the company would not be successful. MKC followed this strategy and is successful in more than 15 countries and without understanding different cultures and the needs of different women, MKC would have had very hard time in all countries. Even after continuing the penetration into the market, MKC continues to understand the changing the culture of each country and changing needs to each woman and could look at the demographics of men using the products also in future. In China, MKC’s party style of sale does not work well as the people in China do not like to bring people into their home for social gathering so MKC will have to change their sale strategy. In countries like Pakistan and other Middle East countries, marketing efforts for MKC will have to change as they will need to understand the culture and marketing strategy and selling style. It is important to understand the traditional approach into marketing like involving more women into sales, wearing the traditional cloths while promoting product, communicating in local language. The

More about Mary Kay Cosmetics (Mkc) Case Analysis

Open Document