Case Name :      Mistura Beauty Solutions

Authors :           Ron Mulholland, Anthony Davis, Amanda Goupil, Christine Harvey, Kyle Marcus

Source :             Ivey Publishing

Case ID :            W12373

Discipline :        Marketing

Case Length :    11 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

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.