Marketing Portfolio- MAC Foundation

Running Head: MARKETING 1
Assignment title: Marketing Portfolio- MAC Foundation
Date: 20 September 2019
Name of class:
Instructor’s name:
Name:
Student number:

MARKETING 2
Trends and changes occurring in external environment that impact MAC Foundation
marketing plan.
a) External Trends b) Implications
Technology
MAC make use of e-commerce for
distributing and selling their products,
which simultaneously benefit the business
distribution channels.
Positive: Technological innovation help in
MAC product innovation.
Negative: Technological inclusion might
increase product price.
Economic
In the economy of Canada, the consumer
price index has increased by 1.7% and has
come across with a rise in core inflation of
around 2.2% as compared with last year.
Positive: Business expansion help in
increasing rate of employment and bring
growth in economy.
Negative: High price of product often
create different between classes in
economy.
Socio- Cultural
MAC foundation target people from every
sex, age, and race. The market is more
aware of corporate social responsibility
which adversely impacts them because of
Animal Testing involvement.
Positive: Social responsibility of MAC
towards the society help in building
company reputation.
Negative: Different cultural demands often
impact the business if they are not able to
fulfil it.
Regulatory Positive: Product, competitive and health
and safety regulations impact product

MARKETING 3
As China expect that all the imported
products of MAC should be tested on
animals, which negatively impact company
ethics (Bhasin, 2019).
demand.
Negative: Different Acts in different
countries impact the business
Environmental
MAC provides its products worldwide, and
that’s why its geographical location is
huge. It has 500 stores in Canada, the UK,
and many other countries.
Positive: Worldwide expansion of business
create availability of product
Negative: MAC should ensure that
chemicals used in cosmetics should not
harm the environment.
Demographics
Demographics related to location, age,
race, and gender is highly valuable, as it
supports in developing promotional
strategies. If the rate of birth increases, then
MAC will get older customers and has to
analyse a new group of customers and
adapt cosmetics as per customer needs
(Silva, 2011).
Positive: MAC come up with different
range of products for both genders. It can
include products for infants.
Negative: With business expansion for
different age group, quality should not be
compromise (Bhasin, 2019).
c) Actions Plans
Price: MAC has adopted premium pricing strategy
Place: MAC has 100 stores independent stores in 70 countries
Promotion: MAC endorse its products through popular make artist by word of mouth
(Bhasin, 2019).