Amara Halal Cosmetics Market: Positioning, SWOT and PESTLE Analysis

This presentation discusses the Amara Halal cosmetics market, its positioning, SWOT and PESTLE analysis, challenges and action plan for the next three years. The brand uses all-natural ingredients that are permissible under Islamic principles. The presentation also talks about the challenges faced by the industry and means to overcome them. Document type: Marketing. Subject: Halal Cosmetics. Course code: Not mentioned. Course name: Not mentioned. College/university: Not mentioned.

M A R K E T I N G

About Amara Halal cosmetics market
Due to the limited choice for the Muslim
women’s, Amara Halal proves to be the
fastest growing consumer segment for the
Malaysia.
It believes in using ingredients that does not
harm the customers in any way
The mission of the Amara Halal is to provide
those cosmetics that contain all-natural
ingredients that are permissible under
Islamic principles.

Positioning analysis for the Amara Halal Cosmetics
It is true that rising awareness regarding the
advantages of using skin care tends to drive the
growth in skin care segment.
It also markets the complete line of the Halal
cosmetics to the Muslim women. Besides this, all
the raw material used in making the cosmetic
products are taken from the plants instead of the
animals. High breadth of products and high quality
Halal
Cosmetics

Competition has proved to be the major
threat for the Halal cosmetics.
Strengths Weaknesses Opportuni
ties
Threats
Wider
reach
Free from
alcohol and
animal
testing
Lack of
standardizatio
n
the overall
Halal
cosmetic
industry is
expected
to increase
in the
growing
Muslim
population
Threat of
competitio
n

SWOT analysis of the Amara Halal cosmetics
It has wider reach not only in Malaysia but also
across the globe. It also has the qualified set of the
Islamic standards that tends to create the
awareness about the products worldwide
It is found that it has increased the consumer
awareness but lacks the standardization. Still, it
requires the innovation in order to bring the
growth in the industry.
Several opportunities are available for the Halal
cosmetics. As per the projection, it is found that
the overall Halal cosmetic industry is expected to
increase in the growing Muslim population.

Pestle analysis of the Amara Halal cosmetics
Political factors: Government has also certified
the use of Amara Halal as the quality product. It
has stated the products of Halal as free from the
harmful ingredients. Government of Malaysia has
also certified every product of the Halal.
Economic factors: Malaysian economy proves to
be beneficial for the Amara Halal. It is also found
that the global halal cosmetic market is expected
to increase by the USD 93.51 billion by the year
2026. Therefore, it presents the positive aspect
for the Amara Halal to bring the innovation
strategy and expansion.

Social factors: It is true that the beauty market of
growing fast. From the projections, it is found that
the cosmetic industry is rapidly growing in the
developing as well as developed countries. In
Malaysia, cosmetic industry has projection to make
the continuous move. In the year 2015, it is
expected to reach by US$58.41 million.
Technological factors: Amara Halal has taken the
several technological changes in order to sustain
in the today’s competitive environment. It tends to
make each product organically by avoiding the use
of alcohol or animal content in its cosmetics. Due
to this, technological innovation has played the
great role. It will also prove to be successful for
the Amara in future. The concept of Halal is also
getting sophisticated.

Environmental factors: In the recent
time, it is essential for the firms to undertake
the environmental measures. In order to
preserve the environment, it sues the certified
products that do not contain the alcohol and
animal.
Legal factors: several laws are made by
Malaysian government in order to assist the
cosmetic industry in better way. Due to this, it
also complies with the Malaysian standard MS
2200:2008. As per this standard, it keeps the
products safe for the consumers.

Space Matrix
 Space Matrix plays an essential role in the organisation. It
helps in formulating the alternative strategies. Same as the
grand matrix, it also consists of the four essential elements.
The first two elements are competitive advantage and the
financial strength. The other two elements are industry
strength and environmental stability. It will also prove to be
helpful for the Amara cosmetics in the planning and strategic
management. Using space matrix, it will assist in creating the
idea for the proper business strategy

 The strategy of workplace is empowered by the
expertise, knowledge, market trends as well as with
the deep analysis of the company culture. A proper
research can be done with the use of space matrix
that will further help in creating the solutions for
ensuring the future adaptability. Space matrix uses
the several methods in order to analyse the
environment such as BCG matrix, Swot analysis, or
industry analysis.

Action plan for the next three years
After ensuring the action plan of three years,
it will keep the monitoring and control system
in the positive manner. Using the several
control system, it will evaluate the
procedures and project. Afterwards, it will
make the significant changes where it is
lacking. The monitoring action will also take
place in the whole procedure of the
controlling action and project development

Execution of action plan
Step 1: Group meeting of the entire
department regarding changes that needed to
be brought.
Step 2: Discussion regarding the main
changes.
Step3:setting of different goals for different
departments.
Step 4: control and evaluation.

Challenges that Amara Halal is facing and means to overcome
the same
The growing issue regarding the health and
environment hazards proves to be responsible for
putting the significant impact on the cosmetic industry.
Several health hazards such as breast cancer,
distortion are usually blamed as the result of higher
sue of cosmetics. These kinds of increasing events have
promoted the awareness of consumer regarding the
substance of cosmetic or beauty products. Due to the
lower level of awareness about the products of Halal
cosmetic brand is proving as the challenge for the
industry. As a result of this, the industry is facing the
lack of demand as per the potential and expectations

In addition to this, the guidelines of Amara
Halal tend to differ from country to country.
due to this reason, manufacturer finds it
difficult to relate the standardized set of the
guidelines. It also tends to restrain the
growth of Amara Halal to some extent

Conclusion
In the limelight of above discussion, it can be
concluded that the Amara Halal is growing
well in the market. The entire products are
natural that certified legally with the Halal
cosmetics. In order to expand its wings in the
emerging economies, it is essential to ensure
the proper research. It is also getting higher
preference on the side of customers. It is
because the entire products of Amara Halal
are alcohol free and free from animal testing.

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