SWOT ANALYSIS: ULTA SALONS AND COSMETICS
Principals of Management 303
Let’s face it, people all over the world love beauty. Holy wood is obsessed with it. Like many women in America and all over the world, we want to look our best, we want to look and feel beautiful. Women and some men want the gift of youth and beauty and will go to great lengths to attain it. After pondering about what I was going to write my SWOT analysis on, I decided to go for what I know best: Beauty Products! I decided to conduct a SWOT analysis on Ulta Salons and Cosmetics. The acronym, SWOT stands for strengths, weakness, opportunities and threats of a particular company. Not only am I found of their beauty products and cosmetics, but I am a former employee of the company. Therefore, I have a little more insight. Like with any business, Ulta has a mission statement. Ulta Salons and Cosmetics mission statement reads “We are the largest beauty retailer that provides one-stop shopping for prestige, mass and salon products and salon service in the United States. We focus on providing affordable indulgences to our customers by combining the product breadth, value and convenience of a beauty superstore with distinctive environment and experience of a specialty retailer”.
Our text defines a company’s strength as a skill or capability that enables an organization to conceive of an implement its strengths. (Griffin, 2008). Every business needs to be able to identify their particular strengths that they have. It’s what they bring to they table, what sets them apart. Ulta Salons and Cosmetics have several strengths that they can bring to consumers. The first strength Ulta has is the fact that they offer quality products. They sell pretty much every mass cosmetics name brand you can think of. From L’Oreal, Cover Girl to Rimmel, Revlon, Max Factor, and even Maybeline. They have it all. Not only do they sell the “regular” cosmetics such as the ones mentioned, but they also sell what they call “prestige cosmetics”. These prestige cosmetics are widely used by the celebrities and cost more, but they are well worth they price. Some of these prestige cosmetics include the ever so popular Bare Essentials, Smash Box, Stilla, Urban Decay, Lorac and Studio Gear, just to name a few. Not only does Ulta offer a wide range of cosmetics and anti-aging products, but they also offer a variety of salon products and styling tools, such as the Chi flat iron, Hot Tools curling irons, and other name brand styling accessories. Ulta has also sells the latest and classic fragrances. Having specifically worked in this department, I know first hand of the wide range in fragrances this beauty store offers. Customers are eager to buy the newest fragrance from Mariah Carey, Usher, Sean John, Dolce and Gabbana, Liz Taylor, Michael Kors, Vera Wang, Alfred Sung, Clinique, and Armani. Those are just a small fraction of the perfumes they carry. Having a wide range of products is always a strength when having a business that caters to customers.
Another strength that Ulta Salons and cosmetics have is the services they provide for their customers. Potential customers who may need some guidance about a particular product or how to apply the product can always ask one of the trained beauty consultants. Not only does Ulta have professionally trained make-up artist at hand, but Ulta also has an upscale salon and spa at the customer’s disposal. Customers can come in and get their hair styled and get a professional facial from a train esthetician. These are the types of services a customer loves to have access to.
One other strength that Ulta Salons and Cosmetics have is the location. All of the businesses are located in heavily trafficked shopping centers. Their website states “We are conveniently located in high traffic, off mall locations”. They are all placed where people are spending money shopping. That means there is a greater...
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