The functional analysis of Revlon deals with eight major categories. Each category represents a major branch of the company, and all branches are important to the whole. This analysis will bring to light the various strengths and weaknesses of the company. This case has very visible weaknesses and very strong strengths, which will make this an interesting analysis. The key to this analysis will be one word: management. How are the strengths and weaknesses managed, or mismanaged.
The first major branch of Revlon is the marketing division. Revlon has one of the strongest marketing machines in corporate America. The company sells a look, therefore the company itself must have “the look”. Revlon does. Supermodels Cindy Crawford, Halle Berry, Cybil Shepherd, and other stars all grace magazine pages and T.V. spots wearing Revlon product. The company sells affordable glamour and has built a reputation over the years that ladies young and old alike recognize. Revlon is not only well known in America, with movie star Salma Hayek the company has reached into Latin America and several overseas countries. Revlon makes people know about their products by special in store promotions, and massive ad campaign’s for new and innovative products. The company uses their publication The Revlon Report to promote new fashions, new products, and new ideas for current products.
Revlon now spends more than $150 million a year to promote its product to consumers. The company listens to what each segment of the market wants. The demands of the aging baby boomer who started using Revlon in the 60’s is certainly different than what the Generation Xer of 1999 demands.& ...