Industry Based Considerations 1. Rivalry among competitors: (pg. 21) -The Make-up market is pretty concentrated with the top three firms holding 68.1% of the market. The Indian make-up market is rather concentrated, with the top three players holding 68.1% of the total market by value. (Unilver, Revlon, Loreal) Factors enhancing rivalry: -Large players have their own production facilities with relatively high fixed costs. -Retailers may be unwilling to switch between market players since as their customers are likely to seek the leading brands. Factors easing rivalry: -Diverse product range offered by some major players, including skincare and hair care products, reduces their reliance on the make-up products which protects the company’s business against competitive pressures in any one particular market. -On a global level, most of these companies are geographically diversified. -Overall, rivalry in the make-up market is moderate. 2. Threat of New Entrants: (pg. 19) -Factors supporting new entrants: Opportunity for new entrants to operate within a particular niche. Make-up products have a high sales volume and low-product differentiation. -Factors against new entrants: There are a small number of widely recognized brands with strong market position. The large firms can compete more effectively on price. (may launch price wars). New entrants will need to persuade stores to stock their products Brand strength of major manufacturers is considerable, which may negate much of the effect of low switching costs. There are high costs to enter this market. Money is needed for production, distribution, and advertising. -Overall, the threat of new entrants with respect to the make-up market is moderate. -Mary Kay and Pola (Japan) are entering the market 3. Bargaining Power of Suppliers: (pg. 18) -Strengths: Chemical suppliers gain revenue from a wide variety of sources, which means they are not highly dependent of make-up manufacturers. -Weaknesses: Chemical and mineral products that are widely available from a large number of chemical companies. Supplier switching costs are negligible for make-up manufacturers; inputs are typically undifferentiated; and products can be made with a range of alternative raw materials, which reduces supplier power. -Overall, supplier power is moderate. 4. Bargaining Power of Buyers: (pg. 17) -Strengths: Retailers have a strong position in the supply chain which allows them to negotiate with manufacturers. Where brand loyalty exists, it is more likely that customer would prefer designer brands over retailer brands, although some designer labels also have their own retail operations for which a large market exists. -Weaknesses: Major manufacturers advertise to consumers to build brand loyalty which leave retailers little choice but to buy what consumers want. Therefore buyers do not have much power since they must stock what is in demand if they wish to keep their sales volumes. Consumers also wish to differentiate themselves through the styles and brands of make-up products they choose. -Overall, buyer power in the make-up market is moderate. 5. Threat of Substitutes: There is a weak threat of substitutes. Indirect competition may exist from mineral make-up products, which are seen as being more natural, light and allergy free. (pg. 20) Institution Based Considerations 1. Informal a. Normative Pillar (how values, beliefs and actions affect behavior): -Improved relationships with Europe and North America- After a period of distinct communist/socialist bias, India has gradually warmed-up to Western Europe, the US and Canada. This is reflected in a number of R&D agreements signed between India and these nations, the most significant example being the India-US Civil Nuclear deal. The incumbent government is expected to deepen relations with the US, especially because the INC government has previously defended the nuclear deal in spite of vociferous opposition from the left and the BJP. -Social analysis: India is the second most populous nation in the world, with 1.1 billion people. Its population is young, having a median age of 25.3 years, and those above the age of 65 constitute just 5.2% of the population. The sex ratio in India has always been favorable to males. India has formulated a population policy which makes provisions for controlling its growing population. India has a multicultural ethnic fabric, and maintains uniformity in secular ideas, with the freedom to follow any religion. The National Health Policy (2002) provides provisions for the healthcare sector, while the education scenario in India has been consistently improving both in terms of government expenditure and the number of educational institutions. b. Cognitive Pillar (value and beliefs guiding firm behavior): -Avon believes that beauty products should be accessible and affordable for everyone. They have increased their under $5 products because of the global economic crisis. They also promote ease and convenience of shopping. Avon stands for hope and opportunity for women. Therefore, Avon supports their many representatives. (Annual report). -Economic liberalization in 1991 not only led to rapid economic growth but also brought India closer to North America and Western Europe (India, 12). 2. Formal a. Regulatory Pillar (laws, regulations, rules): (India, 93) 1. Competition Act, 2002: Law to ensure free and fair competition in the market. 2. Consumer Protection Act, 1986: Law relating to the protection of consumers from unscrupulous traders or manufacturers. 3. Comprehensive legal framework for business entities: Legal and regulatory aspects are crucial to creating a successful business environment in any country. They reflect the policy framework and the mindset of the governmental structure of that country and ensure that every company is functioning according to the statutory framework of the country. The regulatory regime in India has comprehensive laws that have been amended from time to time. Some of the important laws regulating business in the country are: the Companies Act, Patents Act, Copyrights Act, Trademarks Act, Special Economic Zones (SEZ) Act, Labor Laws, Right to Information Act, Information Technology Act, Environment Protection Act and Foreign Exchange Management Act (FEMA), which was a shift from the stringent FERA (Foreign Exchange Regulation Act). Some of the regulatory bodies in India are: the Securities and Exchange Board of India (SEBI), Reserve Bank of India (RBI), Registrar of Companies (ROC), Director General of Foreign Trade (DGFT), Insurance Regulatory and Development Authority and Telecom Regulatory Authority of India (TRAI). The country has a sound legal framework for business entities that has driven business growth in the country, although work still needs to be done regarding the proper implementation of these laws and regulations. By and large, it can be stated that the legal system provides a fair, equitable, and transparent framework for both employers and employees. b. Trade Barriers: Since 1991, India has gradually opened up its markets through economic reforms and reduced government controls on foreign trade. UPA government has been focused on international trade and integration. The areas of priority have been agriculture, education, infrastructure, urban renewal, water and employment. Foreign policies have been focused on developing trade relations. However, in 2008 trade began declining. Its total trade fell from $657.1 billion in 2008 to around $532.3 billion in 2009. Trade in India is regulated by the Foreign Trade Act, 1992. It allows the central government to make provisions for the development and regulation of foreign trade by facilitating imports into, and augmenting exports from, India and for all matters connected therewith or incidental thereto. c. Currency Risks: Inflationary and fiscal risks are working against the rupee in 2010 but this should be offset by higher capital inflows, increased investor confidence, and falling investor risk aversion because the global economy is beginning to recover. Analysts expect the currency to have a nominal appreciation of 7.6% compared with its average value in 2009. The rupee should continue its appreciating trend in 2011. SWOT Analysis of India The Indian make-up market grew by 9.5% in 2009 to reach a value of $141.6 million. The compound annual growth rate of the market in the period 2005–09 was 12.9% (Make-UP, 10). Economic reforms previously initiated in 1991 have led to robust growth in the economy. The GDP growth in India averaged 8.2% during 2003–00 (India, 11). The Indian economy is expected to grow at a rate of 7.9% during 2010-11. The growth process is driven by the services sector and supported by industrial activity. The median age is 25.3 years producing a large working-age population which is expected to provide economic growth in the country (India, 16). The Indian make-up market witnessed a double digit growth between 2005 and 2009, as a result of strong sales growth in the eye make-up, face make-up, lip make-up and nail make-up categories. However, the growth rate in this market is expected to decelerate in the forthcoming five years (Make-Up, 9). Expanding domestic market driven by rising disposable income and improving penetration -The domestic market is expected to expand significantly over the next 20 years. -In 2005, people with a disposable income of $10,940 or more contributed just $79 billion in aggregate disposable income. This is expected to increase exponentially by 2025 to $932 billion. -Aggregate disposable income for households with an income between $4,380 and $10,980 per annum is also expected to grow exponentially to reach $670 billion by 2025. India also has a significantly larger untapped market potential in comparison to other developing economies such as China. An expanding domestic market and rising penetration (tapping new markets) will propel the economy into a self sustaining growth mode, by fueling the key sectors of manufacturing and services. The retail sector is one of the fastest growing sectors in India. This is primarily driven by rising disposable income and rapid urbanization. Coupled with the fact that organized retail is still at a nascent stage in India, it presents a great growth opportunity for the country. Strengths Economic: -Inherent strength of the economy -Largest working-age population pool in the world -Highly favored FDI destination Social: -Improving sex ratio (number of females relative to males is increasing) -Growing proportion of young people -Rapid urbanization Weaknesses Economic: -Unemployment -GDP fluctuates with monsoons Opportunities Economic: -Strong infrastructure spending and FDI expected to drive industrial growth -Expanding domestic market driven by rising disposable income and improving penetration -Sector-specific opportunities Social: -Employment guarantee scheme Threats Economic: -Imbalanced regional development and widening economic disparities