L'Oreal Case

Strengths:

* Synergy's skin care market volume has increased for the past 5 quarters. With an annual rate of 12 percent and 16 percent in dollar sales.

* Synergy's market hasn't been explored much. Other companies offer either 1 to 2 products. Or they offer high end products that are not mass marketed. There isn't a middle priced market. It is either high end or low end.

* Belle Couleur is the market leader in France. With 22 different shades to choose from.

* The hair coloring market has increase has nearly doubled since 1986 to 1989 and is still rising.

* Belle Couleur is the main competition for middle price hair color.

Weaknesses:

* People might not associate that Belle Couleur and Synergie are product extensions of the great and trusting company L'Oreal.

* It is priced slightly higher than the lower priced products but is overall a better product for the price. It is priced in the middle of cosmetics.

* People could be brand sensitive and scared of changing from the product they already use.

* With Belle Couleur hair die was tested differently when it was made. French women have darker hair then Dutch women therefore different outcomes in hair color will show up.

Opportunities:

* A new market for hair coloring. Which is great since it is becoming dramatically popular through out the world.

* Introduce different types of hair coloring products for different types of hair. For example hair type and thickness or for gray hair you would have stronger dyes.