Ivey Publishing
Mistura Beauty Solutions
Product Number:
9B12A034
Publication Date:
12/07/2012
Revised Date:
11/26/2012
Length:
11 pages (6 pages of text)
Product Type:
Case (Field)
Source:
Ivey
A four-year-old cosmetics company is experiencing the typical difficulties of a company evolving from a mom-and-pop operation to a scalable, systems-driven organization. The CEO and founder recognized a problem and opportunity with foundation makeup. She developed a self-adjusting, hard-powder makeup for use on any skin tone. Following an appearance on a reality TV show for entrepreneurs and numerous other promotional measures, the company’s sale grew to nearly $800,000. The recent acquisition of chain store clients requires the company to raise capital to finance the required inventory. Additionally, the company has consolidated its operations into a 4,000 square foot facility to improve logistics, quality control and management efficiency. Ambitious sales projections include a doubling of sales for the next two years. To support this projected growth, the CEO must ensure the appropriate systems are in place. She also needs to finance a marketing program to drive growth.
Learning Objective:
The case is written for an undergraduate or graduate course in entrepreneurship or marketing. The case touches on elements of entrepreneurship — product and company development and financing — and elements of marketing — segmentation and targeting.
Issues:
Disciplines:
Marketing,  Entrepreneurship
Industries:
Retail Trade
Setting:
Canada, Small, 2012
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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