Corporate Strategy Project Farmec

8/12/2019 Corporate Strategy Project Farmec

1/6

Company presentation

Just like artistic currents, beauty is transposed over years, in more and more expressive forms,according to the century when they are shaped.

Beauty canons change at an extremely rapid pace but there are things that resist over times, just

like precious art objects.

Started more than 1! years ago, "#$%&' activity is well(known nowadays, both in $omaniaand worldwide, company)s products being exported in countries from &urope, #sia and *orth

#merica showing that there are some things beyond beauty.

Environmental Scan of Farmec

FARMEC

In & Out

of

Romania

+*&$*#-

/ead0uarter 'luj

Branch offices *eamt, Brasov, imis, #rges,Bucuresti, Ilfov, Constanta

Work points: Siiu, !ol", #ra$ova,

%rancea, alati

E'(ER)A*:

WW countries: #olan+, un-ar.,

Mol+ova, Ital., Seria, Spain,

reece, *eanon, /or+an, Ira0, Iran,

Sau+i Araia, 1u2ait, 3AE, ($ailan+,

/apan4


2/6

Company Purposes and Internal Competences

he company)s modern history begins in 123, when "#$%&' became the first manufacturer of4erovital /5 prof. 6r. #na #slan creams and emulsions in $omania. he products are addressed

to women in their 7!s, when the skin shows the first signs of ageing. oday "#$%&' produces

over 7!! cosmetic products, covering a large range of usage.

he originality and 0uality of "#$%&' products was officially recogni8ed in !! when the

company was granted the +nternational 9uality 'ertificate +S: !!1!!;.

he active principles that use mainly come from nature fruits rich in vitamins, not only tasty

but also good for the beauty, autochthonous medicinal plants that you thought you would find

only in teas but which regenerate y skin and hair, clay from the mountains which would havebeen only dirt if hadn)t found out what miracles it can do. -ast generation ingredients are added

to all these, tested and combined by the specialists so that the customer will receive the best for

beauty and health.

he care for beauty and the respect towards tradition, health and environment, completed by the

continuous research, originality and attention to its clients have turned "#$%&' into a highlyesteemed producer over the years. *owadays, the company)s portfolio sums up hundreds of

products, the most famous ranges of products being 4&$:harmacy of 'luj(*apoca, the 6ermatology 'linics

of 'luj(*apoca and Bucharest, 'linics for testing the product)s efficiency, 6ermscan

-aboratories form "rance and &vic +nternational $omania.

2011 is the year of product launching. #n entire series of products join the existing ones or

change their appearance based on the market trends

Gerovital Plantwas moderni8ed following the ?green@, natural products trends,

presenting preservatives free formulas, with hypoallergenic perfume and organic&delweiss extract.

Gerovital Sun range has followed the same trend, its new formula being based on a

protective bio complex, rich in organic pomegranate oil or certified &': extract,parabens and oxyben8one free.

Gerovital ody Slimrange is a completely new line of products. he 5 products, the

#bdomen Shaping 'ream, the hermic Slimming 'ream and the 'ryo Slimming 4el areallies in the fight for body shaping.

!he "os#uito and Insect repellent, the 1! shades of polish nails and the A types of

li0uid soaps also belong in the category of new products.


3/6

#t the end of %arch !1 "armec launched a new range of products, #S-#roducts

have instant action and long lasting.

July brought a range of li0uid soaps, >ure 4erovital. he 7 foam li0uid soaps contain

pomegranate extract and natural ingredients ecocertificat Dvegetable glycerine, blue, green teaE.

>roducts are paraben free and dermatologically tested.

#slamed is a complete range of oral care. reatment addresses specific problems Dtooth

sensitivity, gingival periodontal diseaseE and contains natural ingredients chamomile extracteco(certified, special clay, underbrush, sage.

E$pectations%

#mong "#$%&' expectations can count

he creation of cosmetic products with new active principles, with maximum cosmetic

effects, proven through professional efficacy tests

he utili8ation of the most safe raw materials for the human health and for theenvironment

he alignment of the formulations with the legal re0uests of the target markets D#merica,

#sia, South #merica etc.E, in full agreement with the market tendencies and consumersF

needs

he satisfaction of consumers re0uests at the highest level

he reali8ation and launching of new products within the estimated deadlines

he information and education of consumers regarding the use of cosmetic products and

their benefits

he efficient and unitary communication of the companyFs image and portfolio products

on the market

he ideation, reali8ation, implementation, monitoring and reporting of all the activities of

advertising


4/6

Mission:

+ncrease the trust of

the customers in the

"armec products

Strate-ic

oals:

'ontinuous

research that will

turn "#$%&' intoa highly esteemed

producer over the

years

%alues:

Continuous

researc$,

ori-inalit. an+

attention to its

customers

%ision:

Care for eaut.

an+ t$e respect

to2ar+s tra+ition,

$ealt$ an+

environment

"#$%&'


5/6

Strategic options for the ne$t years%

#llowing the growth of the company)s fame and of the portfolio brands

&fficient communication for the products and the company on the market

he growth of the share markets of the commerciali8ed products

he continuous adjustment of the products offer to the market re0uests

'ontinuous improvement of the productsF image on the market

he development of an eco(certified organic cosmetic products line

he development of an eco(certified household products

%arket prospecting and identifying alternative suppliers for the raw materials of strategic

importance for the company

+ncreasing the physical sales and their value compared with the sales of the previous year.

+ncreasing the number of commerciali8ed products according to the types of clients.

+ncreasing the number of active clients compared with the previous year.

'ontinuous improvement of the customer relationship.

&ecommended Strategic directions%

+nvest in research, marketing and distribution

9uality control

Sales and >ost sales operations

%arketing

Strategy implementation directions%

"or the following years "#$%&' should invest a large amount of the profit into research anddistribution as this will help improve the trust of the consumers on the existing markets and also

will allow "#$%&' to do a better marketing campaign on the surrounding markets where the

business and the products already exist and are growing.

+t would also help to increase efficiency of the own auto fleet Dthrough the optimi8ation of the

tracksE.


6/6

#lso a good help in expanding would be to pay attention to both sales and post sales operations,as most of the business partners are interested in purchasing the products fast and also to benefit

from preferential payment terms Dif possibleE.

#lso, it would be best for "#$%&' to increase the number of internal trainings so that therewon)t be any mistakes in production, packaging and distribution.

#s a conclusion, in order for "#$%&' to expand its prestige and products all over the world, it

would be best to have a strong marketing campaign abroad $omania and also a good distribution

network.

Documents

Corporate Strategy Project Farmec