SituationAnalysis (SWOT)

Competition

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• Primary Competitors include department stores like M.A.C. Cosmetics and mass merchandise stores such as Macy’s and Ulta Beauty. These 3 stores are very much aligned to Sephora’s target market of make-up enthusiasts who seek out quality beauty products along with a hands-on experience and helpful in-store customer assistance and service.

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• Secondary Competitors include drug stores like CVS, Walgreens and grocery stores like Target and Walmart. These stores pose a threat to those shoppers who don’t particularly care about big brand name make-up products. These stores serve the on-the-go purpose for those quickly looking to pick up an inexpensive make up product without the hassle of stepping into a mall or separate store.