Flevy Management Insights Case Study
Competitive Strategy Analysis for Cosmetic Firm in Luxury Segment
     David Tang    |    Porter's 5 Forces


Fortune 500 companies typically bring on global consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture, or boutique consulting firms specializing in Porter's 5 Forces to thoroughly analyze their unique business challenges and competitive situations. These firms provide strategic recommendations based on consulting frameworks, subject matter expertise, benchmark data, KPIs, best practices, and other tools developed from past client work. We followed this management consulting approach for this case study.

TLDR A high-end cosmetics manufacturer experienced declining market share and profitability due to increased competition. Using Porter's 5 Forces, the company refined its strategic positioning, achieving a 5% market share gain and an 8% profit margin improvement through operational efficiency, an omnichannel strategy, and a sustainability program. This highlights the necessity for adaptability and innovation in a competitive market.

Reading time: 8 minutes

Consider this scenario: The organization is a high-end cosmetics manufacturer facing intensified competition and market saturation in the luxury beauty products niche.

Despite a loyal customer base, the company has observed a decline in market share and profitability. Market dynamics suggest shifts in bargaining power of suppliers and buyers, threat of new entrants, threat of substitute products, and escalating rivalry among existing competitors. The organization seeks to understand and re-evaluate its strategic positioning through Porter's 5 Forces framework to regain its competitive edge and market leadership.



Upon reviewing the organization's situation, it is hypothesized that the primary challenges stem from a combination of increased bargaining power of raw material suppliers and the entry of new, digitally-native brands that are eroding market share. Additionally, there may be a misalignment between the organization's value proposition and the evolving expectations of luxury cosmetic consumers.

Strategic Analysis and Execution Methodology

This organization's challenges can be systematically addressed through a tailored 5-phase methodology grounded in the Porter's 5 Forces framework. This proven approach will provide deep insights into the competitive landscape, identify strategic levers, and guide the organization towards sustainable competitive advantages.

  1. Market and Competitive Landscape Assessment: Gather data on competitors, suppliers, buyers, potential entrants, and substitutes. Analyze market trends, supplier and buyer behaviors, and assess the threat levels from each of the five forces.
  2. Value Chain Analysis: Dissect the organization's internal processes to identify cost drivers and differentiation opportunities. Evaluate the organization's sourcing strategies, production efficiency, and distribution channels.
  3. Strategy Formulation: Synthesize insights from the previous phases to craft strategic options. Engage in scenario planning to anticipate future market developments and refine the organization's unique value proposition.
  4. Action Plan Development: Translate the chosen strategy into a detailed action plan. Outline initiatives, allocate resources, and set timelines for implementation.
  5. Performance Monitoring and Adjustment: Establish KPIs to track the effectiveness of the strategy. Use feedback loops to refine the approach and adapt to market changes.

For effective implementation, take a look at these Porter's 5 Forces best practices:

Growth Strategy (41-slide PowerPoint deck)
Porter's Five Forces (26-slide PowerPoint deck)
Porter Five Forces of Competition (12-slide PowerPoint deck)
Strategy Classics: Porter's Five Forces (28-slide PowerPoint deck)
Porter's 5 Forces Model and Application (6-page PDF document)
View additional Porter's 5 Forces best practices

Are you familiar with Flevy? We are you shortcut to immediate value.
Flevy provides business best practices—the same as those produced by top-tier consulting firms and used by Fortune 100 companies. Our best practice business frameworks, financial models, and templates are of the same caliber as those produced by top-tier management consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture. Most were developed by seasoned executives and consultants with 20+ years of experience.

Trusted by over 10,000+ Client Organizations
Since 2012, we have provided best practices to over 10,000 businesses and organizations of all sizes, from startups and small businesses to the Fortune 100, in over 130 countries.
AT&T GE Cisco Intel IBM Coke Dell Toyota HP Nike Samsung Microsoft Astrazeneca JP Morgan KPMG Walgreens Walmart 3M Kaiser Oracle SAP Google E&Y Volvo Bosch Merck Fedex Shell Amgen Eli Lilly Roche AIG Abbott Amazon PwC T-Mobile Broadcom Bayer Pearson Titleist ConEd Pfizer NTT Data Schwab

Porter's 5 Forces Implementation Challenges & Considerations

In response to potential queries about the robustness of the methodology, it is important to note that each phase is designed to build upon the insights gained from the previous, ensuring a comprehensive and iterative approach to strategy development. The methodology is adaptable to the organization's unique context and is capable of accommodating shifts in the competitive landscape.

Expected business outcomes include improved bargaining positions with suppliers and buyers, a fortified market position against competitors, and increased barriers to entry for potential new entrants. The organization can anticipate a restoration of its market share and an uplift in profitability.

Potential implementation challenges include resistance to change within the organization, misalignment between the organization's capabilities and the strategic direction, and unforeseen shifts in the competitive landscape. Each will require careful change management and strategic agility.

Porter's 5 Forces KPIs

KPIS are crucial throughout the implementation process. They provide quantifiable checkpoints to validate the alignment of operational activities with our strategic goals, ensuring that execution is not just activity-driven, but results-oriented. Further, these KPIs act as early indicators of progress or deviation, enabling agile decision-making and course correction if needed.


That which is measured improves. That which is measured and reported improves exponentially.
     – Pearson's Law

  • Market Share Growth: Indicates the organization's competitiveness in the niche.
  • Profit Margin Improvement: Reflects operational efficiency and value capture.
  • Supplier Concentration Ratio: Assesses the risk associated with supplier power.

These KPIs provide insights into the organization's strategic health and the efficacy of the implemented changes, enabling data-driven decisions.

For more KPIs, take a look at the Flevy KPI Library, one of the most comprehensive databases of KPIs available. Having a centralized library of KPIs saves you significant time and effort in researching and developing metrics, allowing you to focus more on analysis, implementation of strategies, and other more value-added activities.

Learn more about Flevy KPI Library KPI Management Performance Management Balanced Scorecard

Implementation Insights

Throughout the implementation, it is critical to foster a culture of continuous improvement and strategic responsiveness. Insights from leading firms suggest that organizations that regularly revisit and refine their strategies in response to Porter's 5 Forces analysis can maintain a competitive edge—McKinsey reports that 90% of top performers systematically re-evaluate their strategies.

Porter's 5 Forces Deliverables

  • Competitive Analysis Report (PDF)
  • Strategic Recommendations Presentation (PPT)
  • Operational Efficiency Audit (Excel)
  • Strategic Implementation Roadmap (PDF)
  • Quarterly Performance Dashboard (Excel)

Explore more Porter's 5 Forces deliverables

Porter's 5 Forces Best Practices

To improve the effectiveness of implementation, we can leverage best practice documents in Porter's 5 Forces. These resources below were developed by management consulting firms and Porter's 5 Forces subject matter experts.

Porter's 5 Forces Case Studies

A leading luxury cosmetic brand leveraged Porter's 5 Forces to reassess its supplier relationships, resulting in a 15% cost reduction and enhanced negotiating leverage. Another case involved a mid-sized cosmetic firm that, through a focused differentiation strategy informed by Porter's 5 Forces, successfully defended its market share against larger competitors.

Explore additional related case studies

Adapting to Digital Disruption in the Luxury Cosmetics Sector

The luxury cosmetics sector has been significantly disrupted by digital channels that alter consumer behavior and competitive dynamics. Executives must consider how to integrate digital strategies effectively to enhance their brand's value proposition and customer engagement. A report by McKinsey suggests that beauty-industry leaders are achieving up to 8x higher revenue growth by investing in digital capabilities.

To adapt, firms should invest in omnichannel strategies, leveraging data analytics to personalize customer experiences and optimize their digital marketing efforts. Building a robust online presence, including e-commerce and social media platforms, is essential to capture the growing segment of consumers who prefer online shopping. Additionally, digital tools can streamline the supply chain, enhance product development, and enable direct-to-consumer (DTC) models that reduce dependency on traditional retail channels.

However, executives must navigate the challenge of maintaining the exclusivity and tactile experience synonymous with luxury cosmetics while expanding their digital footprint. This requires a delicate balance between innovation and tradition, ensuring that the core brand values are not diluted in the digital space.

Managing Supply Chain Volatility

Supply chain volatility has become a pressing concern for luxury cosmetic firms, with fluctuating raw material costs and geopolitical tensions affecting stability. Companies must reimagine their supply chain strategies to mitigate risks and ensure business continuity. According to Bain & Company, resilient supply chains can reduce operational costs by up to 20% while maintaining service levels.

Strategic diversification of suppliers, investment in local sourcing, and the development of predictive analytics for demand forecasting are critical measures. Firms should also consider vertical integration, where feasible, to gain greater control over the supply chain. Building strong relationships with suppliers and investing in joint sustainability initiatives can also create a competitive advantage and align with the growing consumer demand for ethical products.

Nevertheless, reconfiguring the supply chain poses challenges in terms of investment and potential disruptions during the transition period. Executives must weigh the long-term benefits against the short-term costs and ensure that any changes align with the organization's strategic objectives and brand image.

Sustainability as a Competitive Lever

Sustainability has become a non-negotiable aspect of business strategy in the luxury cosmetics industry. Consumers are increasingly making purchasing decisions based on a brand's environmental and social impact. A study by Accenture found that 62% of customers want companies to take a stand on current and broadly relevant issues like sustainability, transparency, and fair employment practices.

To compete effectively, firms must integrate sustainability into their core business strategy, from product formulation and packaging to supply chain and operations. This involves sourcing eco-friendly materials, reducing waste, and investing in circular economy practices. Sustainable practices can also lead to cost savings through improved efficiency and can serve as a powerful marketing tool to attract and retain environmentally conscious consumers.

However, implementing a sustainability agenda requires overcoming challenges such as higher upfront costs, potential supply constraints, and the need for organizational culture change. It is crucial for executives to communicate the long-term value of sustainability initiatives to stakeholders and to ensure that the organization's sustainability claims are authentic and verifiable to avoid accusations of greenwashing.

Addressing the Threat of Indie Brands

The rise of indie brands has significantly altered the competitive landscape in the luxury cosmetics industry. These brands often demonstrate agility, innovation, and a strong connection with niche consumer segments. BCG reports that small and nimble players in the beauty industry are outperforming the growth of larger companies by 2 to 3 times, thanks to their ability to quickly respond to consumer trends and preferences.

To counter this threat, established firms must foster a culture of innovation and speed-to-market. This may involve setting up dedicated innovation hubs, partnering with or acquiring successful indie brands, or incubating new brands within the company. It is also essential to harness consumer insights and engage with customers through social media and influencer marketing to build brand loyalty and community.

The challenge lies in doing so without compromising the quality and exclusivity that define luxury cosmetics. Executives must ensure that any new ventures or partnerships align with the company's brand values and that they are able to integrate the entrepreneurial spirit of indie brands into the larger organizational structure without stifling creativity.

Additional Resources Relevant to Porter's 5 Forces

Here are additional best practices relevant to Porter's 5 Forces from the Flevy Marketplace.

Did you know?
The average daily rate of a McKinsey consultant is $6,625 (not including expenses). The average price of a Flevy document is $65.

Key Findings and Results

Here is a summary of the key results of this case study:

  • Increased market share by 5% within a year, reversing the previous declining trend.
  • Improved profit margins by 8% through enhanced operational efficiency and strategic supplier negotiations.
  • Reduced supplier concentration ratio by 15%, mitigating risk and enhancing bargaining power.
  • Launched a successful omnichannel strategy, resulting in a 25% increase in online sales.
  • Developed and implemented a sustainability program, leading to a 10% reduction in operational waste and a positive brand image boost.
  • Acquired two indie brands, effectively integrating their innovative capabilities and expanding the product portfolio.

The initiative has been markedly successful, achieving significant improvements in market share, profitability, and operational efficiency. The reduction in supplier concentration ratio and the successful negotiation strategies have directly addressed the increased bargaining power of suppliers, mitigating one of the primary challenges identified. The omnichannel strategy and acquisition of indie brands have effectively countered the threat posed by digitally-native entrants and the shifting consumer preferences towards online shopping and innovative, niche products. The sustainability program not only reduced operational costs but also aligned the brand with evolving consumer expectations around environmental responsibility, enhancing its competitive position. However, the initiative could have potentially achieved even greater success with earlier and more aggressive investments in digital transformation and consumer analytics to further personalize the customer experience and anticipate market trends.

For next steps, it is recommended to continue investing in digital capabilities, particularly in data analytics for deeper consumer insights and personalized marketing. Expanding the sustainability initiatives to include the entire product lifecycle, from sourcing to end-of-life, could further differentiate the brand in a competitive market. Additionally, fostering a culture of innovation internally, alongside exploring more strategic partnerships or acquisitions of indie brands, could accelerate the company's agility and responsiveness to market changes. Continuous monitoring of the competitive landscape and adjusting the strategy accordingly will be crucial to maintaining and enhancing the competitive edge achieved through this initiative.

Source: Competitive Strategy Analysis for Maritime Shipping Leader, Flevy Management Insights, 2024

Flevy is the world's largest knowledge base of best practices.


Leverage the Experience of Experts.

Find documents of the same caliber as those used by top-tier consulting firms, like McKinsey, BCG, Bain, Deloitte, Accenture.

Download Immediately and Use.

Our PowerPoint presentations, Excel workbooks, and Word documents are completely customizable, including rebrandable.

Save Time, Effort, and Money.

Save yourself and your employees countless hours. Use that time to work on more value-added and fulfilling activities.




Read Customer Testimonials




Additional Flevy Management Insights

Aerospace Market Entry Analysis for Diversified Manufacturing Firm

Scenario: The organization is a diversified manufacturer looking to enter the aerospace industry, facing challenges in understanding competitive dynamics.

Read Full Case Study

Porter's Five Forces Analysis in Aerospace Materials

Scenario: The organization is a supplier of specialized composite materials for the aerospace industry, facing intense competitive rivalry and changing bargaining power of buyers.

Read Full Case Study

Porter's Five Forces Analysis for Boutique Hospitality Firm

Scenario: A boutique hotel chain in the competitive urban hospitality market is grappling with declining margins amidst a saturated environment.

Read Full Case Study

Strategic Market Analysis for Industrial Equipment Firm in Agriculture

Scenario: The organization operates within the agriculture industry, manufacturing specialized industrial equipment.

Read Full Case Study

Porter's Five Forces Analysis for Boutique Hotels in Competitive Markets

Scenario: The organization is a boutique hotel chain facing intense competition in a saturated urban market.

Read Full Case Study

Porter's Five Forces Analysis for Industrial Infrastructure Firm

Scenario: The organization is a leading provider in the industrial infrastructure sector, facing increased competition and market saturation.

Read Full Case Study

Porter's Five Forces Analysis for a Boutique Hotel Chain

Scenario: The organization is a boutique hotel chain facing stiff competition and market saturation in the hospitality industry.

Read Full Case Study

Porter's Five Forces Analysis for Retail Apparel in Competitive Landscape

Scenario: An established retail apparel firm is facing heightened competition and market saturation within a mature industry.

Read Full Case Study

Ecommerce Market Penetration Strategy for Fashion Retail

Scenario: The organization is a mid-sized fashion retailer in the ecommerce space, grappling with increased competition and market saturation.

Read Full Case Study

Luxury Brand Market Positioning Analysis in the High-End Cosmetics Niche

Scenario: A firm in the high-end cosmetics sector is facing increased competition and market saturation.

Read Full Case Study

Market Entry Strategy for Renewable Energy Firm in Latin America

Scenario: The organization is a burgeoning renewable energy provider in Latin America grappling with the complexities of the market's competitive dynamics.

Read Full Case Study

Ecommerce Market Penetration Strategy for Retailer in Health Supplements

Scenario: The organization is an online retailer specializing in health supplements within a highly competitive ecommerce landscape.

Read Full Case Study

Download our FREE Strategy & Transformation Framework Templates

Download our free compilation of 50+ Strategy & Transformation slides and templates. Frameworks include McKinsey 7-S Strategy Model, Balanced Scorecard, Disruptive Innovation, BCG Experience Curve, and many more.