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Neutrogena Corporation   Term Paper ID:44445 Click to get this paper

Essay Subject: This paper offers an analysis of the strengths opportunities weaknesses and threats of the ...... More...

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Paper Abstract: This paper offers an analysis of the strengths, opportunities, weaknesses and threats of the Neutrogena Corporation with respect to its suncare line of products. The SWOT analysis adopts a marketing/advertising focus. Paper Introduction: Neutrogena Corporation Neutrogena Corporation was an independent manufacturer and marketerof premium-priced skin and hair care products in over countries untilits acquisitions by Johnson Johnson Neutrogena p Neutrogena also manufactures a line of suncare products in the U S andabroad In the suncare market is forecast to have a value of million an increase of since Suncare p Increased concern among consumers for the harmful impact on the body ofoverexposure to the sun is the main reason for this dramatic increase Ina fiercely Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. Datamonitor, pp. |suncare products. |China. FundingUniverse.com. ||Marketing costs low (12% of sales). A review of Neutrogena Corporation's strengths, weaknesses,opportunities and threats is provided in the SWOT analysis below:|STRENGTHS |OPPORTUNITIES ||Strong brand name. |Increased demand among savvy ||Niche marketing/pricing strategy. market at 31.6% with Neutrogena holding 15.3% of the market(Suncare, 2 6, p. 1- 21. 1-155.Johnson & Johnson: Company Profile. 1; 3). Ina fiercely competitive industry, Schering-Plough has the biggest share ofthe U.S. 15). |Expanding markets for suncare ||Johnson & Johnson global |products in Africa, India, and ||distribution network. Newproduct innovations and increasing the advertising cost to 15% of sales(compared to main competitor Clinique's 2 %) should ensure the company isable to sustain continued growth and competitive advantage (Neutrogena,2 1). (2 9). ||WEAKNESSES |THREATS ||High reliance upon narrow product |Increased government regulation of ||line. Global markets offer other opportunities, with the global marketfor suncare products expected to grow 4.1% in 2 1 (Global, 2 8).ReferencesGlobal Industry Guide: Suncare. Part of thissuccess stems from the firm's pricing strategy, priced midway betweenmundane brands and elite brands, the firm has kept itself insulated from"competitive price wars" of larger firms (Neutrogena, 2 1, p. ||Limited output from in-house R&D. |consumers for suncare products. Using a niche marketing approach that targets"book review" readers over "comic strip" readers and product diversity, thefirm experienced explosive growth in the 198 s and 199 s and is still"emulated by competitors" (Neutrogena, 2 1, p. 88238 Neutrogena Corporation Neutrogena Corporation was an independent manufacturer and marketerof premium-priced skin and hair care products in over 7 countries untilits 1994 acquisitions by Johnson & Johnson (Neutrogena, 2 1, p. (2 9). || |Product innovation and diversity. 1-9.Neutrogena Corporation: Company History. 1). andabroad. |Intense suncare industry ||Few barriers to industry entry. Retrieved November 12, 2 9 from http://www.fundinguniverse.com/company-histories/Neutrogena- Corporation-Company-History.html, pp. Datamonitor, pp. 3).Increased concern among consumers for the harmful impact on the body ofoverexposure to the sun is the main reason for this dramatic increase. Datamonitor, pp. |competition. | Distribution, product diversity, innovation and pricing continue tobe the main strategies for marketing Neutrogena suncare products. In 2 1 , the suncare market is forecast to have a value of$1,236.1 million, an increase of 22.4% since 2 5 (Suncare, 2 6, p. 1).Neutrogena also manufactures a line of suncare products in the U.S. (2 6). 1-4.Suncare in the United States: Industry Profile. (2 8). || |Decline in sunbathing || |Ongoing decline in consumer spending|| |(recession). If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.