Cheekbone Beauty Business Consultancy (Essay Sample)

Cheekbone Beauty Business Consultancy Author name Institutional affiliation Course number and name Instructor name Assignment due date Cheekbone Beauty Business Consultancy SWOT Analysis Cheekbone Beauty is one of the unique companies in Canada, mainly due to its connections to the Indigenous community and its aim to support the Indigenous people in the country. Cheekbone Beauty was founded by Jenn Harper in 2016, following her lifelong dream of starting the first indigenous cosmetic company in Canada. The cosmetic company is a unique organization since, compared to other cosmetic companies in the country, it is a company whose roots are from the Indigenous community and inspired by the beauty struggles that they have endured since the arrival of settlers in the country. The founder of the Indigenous cosmetic company has witnessed and experienced the struggles Indigenous groups have had to endure at the hands of giant companies. For example, Jenn Harper’s boss purported that a drunk man was her uncle, referencing the common misconception that Indigenous communities have addiction issues and cannot function in a normal society. However, Harper has survived intimidation and transformed cheekbone beauty into one of the most promising cosmetic organizations in the country, with the ambition of becoming a global market leader in the next few years. Therefore, it is imperative to assess issues and opportunities that are affecting the company and the future of Cheekbone in the Canadian cosmetic industry. Strengths One of the main strengths that set cheekbone beauty aside from the regular cosmetic industries is that an Indigenous woman founded it, and its goals are to uplift Indigenous communities in Canada. Harper, the indigenous cosmetic company founder, hailed from Canada’s Niagara region and was the daughter of a non-indigenous mother and a Metis father. The father’s connection to the indigenous tribe is one of the motivations that have encouraged Harper to invest in the company since its main aim is to restore indigenous people’s pride and confidence in their cosmetic looks. The company is also at an advantage compared to other companies in the industry since she has been brought up in a society that undermines the beauty of Indigenous women by portraying them as physically inferior to white women. The negative experiences have enabled Harper to build a company whose primary aim is to make native women feel prettier in their natural skin by providing beauty products that fit their skin color. Harper’s Experience in Marketing The founder’s experience in the marketing sector when working at a sales and marketing agency is another critical reason the market enjoys success in the Canadian cosmetic industry. The nine years that Harper has worked in sales and marketing is crucial to the business since it boosts sales since she knows to understand specific details that affect the business in the Canadian market. Her marketing experience has also been essential to the business since it has enabled it to maintain its relevance to the Indigenous community, which is the primary goal and vision of the company. For instance, Harper did not underestimate the importance of hiring business professionals when starting the business since she knew that they would provide insight into her business model and advise her on the elements of the business that required changes. The information helped her create the first cosmetic company, owned by an indigenous Canadian and inspired by indigenous communities. Online Sales Model Using the online sales model is one of the strengths that have propelled the company to its current status and allowed it to remain afloat even during the COVID-19 pandemic. One of the benefits of using an online sales model is that it is relatively cheaper than the traditional sales models that require a workforce and other resources to operate. For example, cosmetic companies that operate through physical stores pay hefty amounts for space since their stores have to be located in strategic areas with a regular flow of people. Unlike its competitors, Cheekbone Beauty has shifted its sales from store-based to e-commerce to save resources and access customers who choose to order their products instead of visiting online stores. Another advantage of using an online sales model for an indigenous cosmetic company is that the business does not have close specific hours to allow employees to go home or rest. Online models are more effective in modern markets since they allow businesses to operate through their websites and review customer orders, complaints, and feedback during holidays and non-working hours. Another advantage of marketing products through online platforms is that it has enabled the company to reach customers who do not work regular shifts (Soni, 2020). Since most Indigenous workers have tight schedules, they can visit the company’s website and other platforms to review beauty products and order them from the comfort of their homes. Online sales also accommodate customers who choose to make their orders during holidays since the company can afford to hire night representatives to review orders and meet other customer needs. Incorporating the Concepts of Clean Beauty Another advantage that has contributed to Cheekbone’s success in the Canadian cosmetic industry is sustainable methods for manufacturing products. Harper has consistently promoted the use of ingredients that do not have certain elements that are considered dangerous or unsafe for the environment and the end-users. For example, to reflect the indigenous community’s respect for animals, the company uses vegan products or products that do not have any animal fats and other byproducts. The sustainable model has encouraged indigenous communities to shift from regular beauty products and use a beauty product that resonates with their culture and respect for animals and the environment. The company also uses non-toxic products, meaning that they cannot harm humans, such as chemicals that cause skin rashes when used over long periods. Cheekbone has also maintained a competitive advantage over other Canadian beauty companies by using sustainable products and processes such as production, distribution, and disposal of waste that comes from the company (Rubin & Brod, 2019). Harper has also incorporated production practices that are cruelty-free to reduce the cruelty that companies have subjected Indigenous people. Cruel practices such as animal testing have also been banned by Cheekbone Beauty, making it one of the companies whose products are satisfactory and sustainably superior. Improved Customer Experience Cheekbone boasts of one of the most effective customer services of all cosmetic companies that use an online sales model. Most companies use courier services to deliver products to customers, and in some cases, the driver places the product at the door or throws it in the compound. Using unfriendly delivery services is one of the reasons customers shift from one cosmetic product to another. However, Cheekbone Beauty has resolved the delivery issue by ensuring whenever a customer orders a product, a company representative is the last individual to touch and assess the product for any defects or damages. In addition, the direct-to-customer platform has increased trust among customers since the company has shown that it has the capacity and willingness to ensure that customers receive quality and undamaged products. Weaknesses The use of Warrior Women's names for Beauty Products Although Cheekbone’s products are meant for Indigenous women, the over-insistence of Indigenous culture and names is a significant disadvantage if another Indigenous company joins the market and introduces similar products. Furthermore, the online sales model also affects the company’s audience since the beauty products reach out to non-native people who might feel unwelcome when purchasing the products due to excessive advertisements that target indigenous women. Also, some customers may avoid ordering specific names since they do not look up to the individuals associated with beauty product names. Lack of using Contract Manufacturers The company suffers from inadequate technical expertise since it produces its products internally. Also, Harper does not have enough technical expertise in the cosmetic industry since she has spent her last ten years in the marketing and sales sector. Avoiding contract manufacturers affects the quality of beauty products and increases competition from beauty companies that use contract manufacturers to produce higher-quality products (Bom et al., 2019). The lack of contract manufacturers is also a significant weakness. They know the production processes that increase sustainability and make cheekbone beauty products more attractive to native women in Canada. When the company avoids original design manufacturers and original equipment manufacturers, it limits its ability to scale operations. Opportunities Joining the International Market Exploring the international market is one of the opportunities that could further increase profits and influence cheekbone. The business’s online sales model is a significant opportunity since the company can use it to access international customers whose beauty needs align with company products. For instance, American and Mexican indigenous women could use the product when they share cultures and beauty routines with Canadian native communities (Draelos, 2022). In addition, Cheekbone Beauty could take advantage of its sales experience and online platforms to target the international market since its beauty products have the potential to succeed due to their quality and sustainability in production. The company could also invest in modern social media platforms such as Instagram to access the international market and compete with other giant cosmetic com...