Choose a company or brand on which to focus.  Be sure to state what company/brand you chose.
Fenty Beauty is a cosmetic brand and organization that was launched less than 5 years ago, yet, has become one of the most successful cosmetic brands launched in modern history.

What industry is it in?
Who are the direct and indirect competitors? Explain
Which (in each category of direct and indirect) are the most relevant competitors?
For those most relevant competitors, analyze them using at least 3 of the 8 elements described in the textbook.
Size growth and profitability
Current and past strategies
Objective and Commitment

Does the selected company/brand have a competitive advantage over these competitors?  If so, do you think a competitive advantage will last?

e.g. Compare to IMAN
In 2004, IMAN Cosmetics partnered with Proctor & Gamble. The brand is now available at mass retailers including Target, Wal-Mart, Walgreens and Duane Reade.This was followed by Black Opal, Covergirl, MAC, Nars, Bobbi Brown and MAKEUP FOR EVER

Mainstream beauty companies, like Revlon, Maybelline or L’Oreal attempted to have a wider range of complexion however they were clearly for lighter skin tones the majority of dark shade were limited to a handful of options. L’Oréal faced criticism when it was accused of whitewashing Beyoncé’s face in its 2008 campaign.

NIche – African American and diversity of skin tones

 

Mcdonald uses segment insights