Entrepreneurship and Business Development for Rimmel: A Feasibility Analysis

This article discusses the feasibility of a new business idea for Rimmel, a UK-based cosmetics brand introducing herbal cosmetics products in the market. It covers the key components of the business concept, appropriate assessment of industry, market, organizational and financial feasibility, and the value chain and canvas business model of the specified business.

Entrepreneurship and
Businesses Development

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Business concept and key components of the concept................................................................3
Appropriate assessment of Industry, market, organizational and financial feasibility...............5
Explaining the important element of the value chain and canvas business model of specified
business.......................................................................................................................................7
mention an proper quantitative and qualitative models and concepts, identify and explaining
how potential risk be manage....................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Entrepreneurship is the setting up of the business or multiple business which can take
financial risks in the hope of the profit generation. The concept of entrepreneurship refer to the
concept of developing and managing a business venture for gaining profit with the help of risk
taking. Business development is the creation of long-term value for an organization with the help
of customers, markets and relationships. Business development can be taken for activity which
are either based on small or large business organization which can serve the purpose of
developing the business. In this project the chosen organization is Rimmel which is UK based
cosmetics brand which is introducing herbal cosmetics products in the market. In this project the
concept of the new business idea including the key components of the concept has been
discussed. It will discuss the, product, target market. Special attributes, values, scale of the newly
proposed business. This project will conduct an appropriate assessment of the industry, market,
organizational and financial feasibility. This project will also discuss the key components of the
value chain and the business model canvas in relation to the proposed business. It will also
utilize both the quantitative and qualitative models and concept, for identification of the how to
explain the potential risks.
MAIN BODY
Business concept and key components of the concept
The business concept for Rimmel is develop specialization in the hand-made herbal
products. These products of the organization will be very useful for the herbal therapies. This
business concept has viability because of the popularity increase of these products in the
consumers over the past ten years. The industry of the herbal products has increased a lot since
the last year. Previously these products were sold by special shops or individuals themselves but
now super markets also have them in the shops. This concept is actually very counter productive
as the basic products of the Rimmel are chemical cosmetics which have the drawbacks of being
harmful for the skin. This business concept will help the business to develop a positive brand
image. Some of the key components of this concept are,
Products:
The name of this products itself suggests that herbal cosmetics are natural and free from
harmful synthetic chemicals which otherwise may prove to be toxic for the skin of the users.

These products are produced with the different plant parts and extracts such as the aloe-vera gel
and coconut oil. They are very rich in certain vitamins that can keep skin healthy, glowing and
beautiful (Neelofar Sulatna and et.al., 2017). These products can be main reason for the success
of this concept as they have had rising number of consumers to these products as the concern
over using the synthetic products has been shown by the users.
Target market:
The analysation of the target market of this product is very essential and important
component to this business concept. Generally, these cosmetics products are most used by the
females but this company has products for other genders as well. However, in this concept this
company will focus on the small retail companies which serves in different markets so that it can
sell the products in the regional markets. Larger supermarket stores will also be the target for this
organization as the customers prefer purchasing products in the supermarket and in this way, it
can also gain new customers for the products (Bilal and et.al., 2021).
Special attributes:
Some of the special attributes to this business concept are that it is not that expensive for
the company to produces and are generally much more affordable than synthetic cosmetics. The
WHO has said in a survey that 80% if the world population depend on the natural products for
the health of their skin. This shows the effective ness of the product and also provides the
business an opportunity to use and develop strategic pricing according to the market (Jones and
Toklu, 2020). These products have also been proven to have no side effects on the users which is
why they are a safer than the synthetic products which can destroy the brand image of the
company.
Values:
The herbal cosmetics products concept holds a lot of values which are extracted primarily
to the cosmetic formulation due to the different associated properties such as the antioxidant and
anti-inflammatory antiseptic and antimicrobial properties. These products claim to have efficacy
and intrinsic acceptability due to the routine use in daily life. Thus, it allows the users to avoid
the side effects which are there with the synthetic products. The production of the
industrialization a trend which has been developed to use product with natural ingredients. The
different herbal production of cosmetics helps the business in the reduce the level of pollution
and environmental effects.

Scale of business:
It means how the business is able to settle in the stage such that it can enable and support
growth in the company and also be able to grow without facing any problems. This concept is
very effective and the will require planning, funding and a proper system so that the staff,
process, technology and the capital can be used for making the most of them (Jalil,
Wahyuningsih and Ansari, 2019). The herbal cosmetics business will require experts which have
the knowledge about the herbs of the business this will also allow the business to be effective
towards the business practices.
Location:
This business is based in UK but it will have this product sold in different countries with
the help of other retail companies. Most of these products will be available in the local super
markets but customers will be able to order them even through online platforms.
Appropriate assessment of Industry, market, organizational and financial feasibility
The feasibility analysis is the design which helps in the assessment of the whether an
entrepreneurship is factual, possible or feasible. This analysis helps in the evaluation of the
management team which can help in assessing the market for the concept of herbal cosmetics. It
helps in the estimating the financial viability and also identifies the potential pitfalls which can
make informed choice about the achievement of the entrepreneurial endeavour. This analysis is
mostly driven towards the more in-depth analysis of the business plan. It tests the viability of an
idea for the business and this then becomes the basis of the business plan for outlining the action
steps which are important to be taken from the idea of realization. It helps the business to
develop the concept of were and how it is going to operate and plan out the operations of the
business.
Industry feasibility analysis:
The cosmetic industry is considered is a very limited industry as it has limited products
and customers. This industry is considered to be used to its maximum potential in the business
and is still very attractive of different products and services. The herbal cosmetics product is also
very industry feasible the current trend of this industry was the downfall of the synthetic
cosmetics (Vides-Prado and et.al., 2018). This was due to the reason that they fact that the
synthetic cosmetics were having side effects on the user due to which the customers preferences
have started to change from synthetic to herbal cosmetics. It can also be said that the production

cost of the herbal cosmetics is way less than that of the synthetic cosmetics due to which for
Rimmel its important that it capitalizes on this concept which is industrially very feasible. The
competitors of this organization has also started to invest in the natural cosmetics which gives
the concept much more importance for the business’s profitability.
Market feasibility analysis:
This enables in the defining the competitors and quality of the target customers in the
market of the business concept that is herbal cosmetics. In this analysis the size, structure,
growth, prospects, trends and sales potential are defined. The market of herbal beauty products
has been anticipated to grow a lot in the coming few years as there has been increase in the
demand of the chemical free products along with the fact that how these synthetic products
harms the skin of the users. Also due to the significance of the increase in the influence of social
media and beauty blogs the communication of between the customers and company has
positivity impacted the sales of these products (Morano and et.al., 2020). The customers have
realised the importance of this product in the market and as a result this business concept is
feasible as per this analysis.
Organizational feasibility analysis:
This analysis of feasibility aims to assess the prowess of management and sufficiency of
the resource to bring the product idea in the market which is proved to be feasible. This helps the
company in the evaluation of the ability of the management team on areas of interest and
execution. This organization Rimmel is also an already established business with the plan of
introducing the herbal products in the market. This will provide the business with a customer
base for its new products as there are some loyal customers of this organization due to its brand
name (Conducting a Feasibility Analysis. 2021). This organization already has the resource
however, it will need to hire the experts on the herbal products so that it can provide the
customers with great quality. The resource required for the preparation of the herbal cosmetics is
not that expensive giving the business organizational feasibility.
Financial feasibility analysis:
This organization has the funds which will be required for the business concept and as
planned this organization will be able to generate good amount of profit from the sales of the
herbal cosmetics (Chandramoorthy and et.al., 2019). The production of this cosmetics is very
cheap as the raw materials are not as costly as the synthetic cosmetics raw materials which this

organization has the operations for. This will allow the business to keep its price lower and as a
result the business will be able to sell more products which is good for generating higher revenue
and faster turnover. Thus, it can be said that this concept is financially feasible.
Explaining the important element of the value chain and canvas business model of specified
business
Value chain is one of the important model that is sued by different kinds of organization so that
information regarding the crucial factors can be derived. It is formulated by the organization in
order to derive the information regarding the prevailing activities of Rimmel London Cosmetics
(RLC) so that way of conducting can be assessed. It comprises primary and supporting activities
so that complex business practices can be made easy (CONFENTE and BRUNETTI, 2017).
Primary activity comprises inbound, operations, outbound logistics, marketing & sales and
services. In addition to this, secondary activities include procurement, human resource
management, technological development & infrastructure.
Primary activities
The primary activities of herbal products providing, it can be articulated that focuses
on physical activities for product production, creation, sales transferring to customer. For the
herbal cosmetic distributor are most critical way for a service providing organization. The
specified company deals in offering the herbal ingredient containing products.
Its inbound logistic comprises manufacturing, inventory control & management, etc.
The particular organization receives the herbal ingredients from several parts so that product can
be offered. Outbound logistic includes actual obtaining, storing, offering products to the
targeted audience (Hasan and et.al., 2019). Its marketing & sales part of primary activity
involve the promoting product to buyer via advertising through selecting appropriate sales
force, channel, quoting, promoting, price fixation, etc. In addition to this, there is higher
emphasis on maintaining & inclining value adding in cosmetic products through involving
installation, etc. In the cosmetic industry, there is much focus is provided by paying attention on
supply chain via increasing customer satisfaction.
Supporting activities
It play important role in providing information regarding the following factors.
Human resource management in cosmetic sector play important role in making customers
attract towards the offered products. These supports the whole value chain in higher proportion

by roles, skills, motivation , etc factor.s Having best factor in the present working environment
can allow RLC to achieve success. Technological development is largely contribute in providing
RLC ability of improving the products & its related processes. There are various parts which
need to be improved while offering herbal cosmetic so that reaction and negative impact on skin
of customers can be avoided. Procurement involve activities such as utilization of inputs for
the whole value chain. This includes raw material, machines, equipment used for continuing
process. On the basis of this, it can be interpreted that value chain of RLC is comprises these
factors that are required to for gaining deeper knowledge.
Business canvas model
It is one of the technique that helps in giving information regarding the key activities
with help of which key information regarding company’s processing can be derived. RLC’s
business canvas model is as follows:
Key partners
 Supplies
 Professional
 Face award
partners
 Investors
Key activities
 Market research
 Trend seeking
 Social media
marketing
 Maintaining &
developing
innovative herbal
products
Value
propositio
n
 High
quality
 Profes
sional
&
natural
produc
ts
 Access
ible
price
 Customer
relation
 Strong
community
 Social
media/
business
based
platform
 Brand
experience
 Co
relationship
Customers
segment
 Makeup
lovers &
artists
 Millennial
 Young age
group
Key resources
 Data customer
 Brand
 Stores
 Online platform &
Channel
 Social media
 Online store
 Retain
outlets

industry experts
Costs structure
 Partnerships
 Store rent
Marketing & advertising cost
Product testing expense
Production cost
Revenue streams
 Sponsorship
 Sale of products
From the above prepared business canvas model it can be articulated that Rimmel London
company the information regarding the key factors can be derived. Key partners includes
supplier, investors , etc so that business can properly function through maintaining good
relationship with them. Customer segment of the particular organization concentrate on
targeting the segments like make up lovers, young people going the college, artists, etc. Rimmel
London Company is paying attention on this segment so that higher revenue through attracting
this particular segment can be derived. RLC has selected from mass, niche, diversified,
segmented, etc type of markets so that appropriate segment can be targeted. Value proportion of
company largely concatenate on giving attention on using natural ingredients products that can
be offered natural & herbal products. Channel of cosmetic company that is used by RLC so
its products can be reached to targeted audience, it aids in conducting effectual communication
process between company & customer in order to accomplish business objectives (What is a
Business Model Canvas? 2021). One of the most important channel used by RLC to get
connected with its client is social media as it helps in increasing revenue of firm. Customer
realization is maintained by focusing on strong community , maintaining positive brand
experience, etc. Revenue streams helps in deciding that price mechanism and payment method
are adopted properly so that greater income can be obtained (Jedlińska, 2021). Key resources
that permit firm t deliver value proportion includes all tangible, intangible, intellectual
capabilities , etc

mention an proper quantitative and qualitative models and concepts, identify and explaining how
potential risk be manage
In the present time, cosmetic industry is facing rapid growth as living standard of
people has inclined as compared to previous. There are various segment that has higher liking
regarding the cosmetic products that can be analyzed via paying attention on qualitative factors
like trends, revenue generating factors, etc so that deeper insights about it can be derived (Van
Looy, 2021.). The present trend regarding herbal cosmetic is skin thriving, Mask friend
makeup, scale care emerges, nature beauty looks, etc. There are various benefits of using such
natural herbal kind so products that involves increasing confidence, good physical appearance,
care for skin & hair, inclining self motivation & esteem, etc. To exhibit personal style for having
better social expression. In against to this, there are few limitations as well which is impacting
the current market trend that involves causing allergic reaction, responsible for photo
sensitization, etc that can lead to decline in self esteem, impact on purchasing power, etc.
Quantitative model is concerned with assessing the information in numeric form so
that fact and relevant data can be obtained to take strategic decision. Survey can be conducted
via making preparing questionnaire that can be spread among the targeted audience so that
relevant information regarding several elements influencing purchasing decision can be taken.
The questions regarding taste, preferences, values, purchasing habits, brand loyalty, etc can be
asked to get data regarding major aspects in turn consumer behaviour can be identified. In
addition to this, it price affordability, suggestions, etc can be asked to make proper analysis of
implemented policies and strategies effectiveness may be computed. It can contribute in
making modification in existing organizational process in turn better customer experience can
be provided.
Risk assessment matrix
Risk description Impact Risk control/
mitigation strategy
Likelihoods
Financial risk Lack availability of
funds can impact the
operational practices
that can make RLC to
Suing diverse
sources o for funds
raising
High

meet market forces
(Stevenson, 2018).
Technological risk It can influence
ability to offer
products efficiency
and may lead to
excess utilization 7
exploitation of
resources which can
increase cost
Regular efficiency of
functioning check,
timely replacement of
parts, etc.
Medium
Procurement of
materials
It can deeply get
affected from the
supplying segment
regarding herbal
ingredient that it add
in its products to
provide natural
beauty.
Maintaining good
relationship,
developing contracts
for assuring smooth
functioning, ensuring
diverse range of
supplies, etc.
Low
Loss of key staff This is one of major
determinant of
success that is
required for smooth
functioning as may
restrict the continuous
processing of
company.
Establishment of
feedback mechanism,
time training&
development,
performance appraisal
technique, etc
High
On the basis of above risk assessment it can be identified that it is highly important for
specified organization to identify the lacking areas that can serve risk to smooth functioning of
company in turn corrective measures can be applied to improve in prevailing circumstance.

CONCLUSION
From the above project it can be concluded that the business plan of herbal cosmetics for
Rimmel company is very feasible and will be successful. In this project the new business concept
of herbal cosmetics has been discussed along with all its components. This project provides with
a feasibility analysis for the business concept. In this project the key components of the value
chain and business model canvas has been discussed. This project utilizes models and concepts
for identification of the potential risk of the business.

REFERENCES
Books and journals-
Bilal, A.I., and et.al.,. 2021. Cosmetics use-related adverse events and determinants among
Jigjiga town residents, Eastern Ethiopia. Dermatology and therapy. 7(1). pp.143-153.
Chandramoorthy, N., and et.al., 2019. Feasibility analysis of ensemble sensitivity computation in
turbulent flows. AIAA Journal. 57(10). pp.4514-4526.
CONFENTE, I. and BRUNETTI, F., 2017. Brand co-creation in the value chain: evidence from a
case-study in the cosmetic industry.
Hasan, M. M. and et.al., 2019. Green business value chain: A systematic review. Sustainable
Production and Consumption. 20. pp.326-339.
Jalil, I., Wahyuningsih, Y.E. and Ansari, L.P., 2019. Applied of reasoned action theory (TRA)
yang berdampak pada intention to purchase herbal cosmetics. Jurnal Bisnis Dan Kajian
Strategi Manajemen. 3(2).
Jedlińska, K. D., 2021. Design of a business model for a venture in the cosmetics
industry (Doctoral dissertation, Katedra Systemów Zarządzania).
Jones, J. and Toklu, H.Z., 2020. Cosmetovigilance: A New Concept for Residency Curriculum.
HCA Healthcare Journal of Medicine. 1(4). p.1.
Morano, P., and et.al., 2020. A feasibility analysis of the refurbishment investments in the Italian
residential market. Sustainability. 12(6). p.2503.
Neelofar Sulatna, S., and et.al., 2017. FORMULATION AND EVALUATION OF NATURAL
HERBAL FACE PACK.
Stevenson, M., 2018. Assessing risk assessment in action. Minn. L. Rev.. 103. p.303.
Van Looy, A., 2021. A quantitative and qualitative study of the link between business process
management and digital innovation. Information & Management. 58(2). p.103413.
Vides-Prado, A., and et.al., 2018. Techno-economic feasibility analysis of photovoltaic systems
in remote areas for indigenous communities in the Colombian Guajira. Renewable and
Sustainable Energy Reviews. 82. pp.4245-4255.
Online
Conducting a Feasibility Analysis. 2021. [Online]. Available Through:<
https://openstax.org/books/entrepreneurship/pages/11-3-conducting-a-feasibility-analysis >.
What is a Business Model Canvas? 2021. [Online]. available through:
<https://www.productplan.com/learn/business-model-canvas/>