Unit Ten: The Strategic Plan

MT460 Management Policy and Strategy

Final Assignment: Mary Kay
Learner: Ashley Brown

Strategic Plan Agenda

Introduction
Company Background
Company Vision & Mission Statements
Leadership and Organizational Culture
Corporate Social Responsibility, Business Ethics, and Policies
Empowering Action
External Analysis (Opportunities and Threats) and Global Environment
Internal Analysis (Strengths and Weaknesses), Strategic Control, and
Continuous Improvement
Innovation and Entrepreneurship
Strategic Analysis and Choice
Generic and Grand Strategies
Long-Term Objectives and Strategies
Short-Term Objectives, Functional Tactics, and Implementation
Restructuring, Reengineering, and Refocusing
Conclusion

Introduction
Mary Kay Ash created her dream company
after she retired in 1963
Used personal savings of $5000
Gave women a voice in the workplace

Company Background
Over 200 skincare and cosmetics products
3.5 billion in global sales
3 million independent beauty consultants
Offered in more than 35 countries

Company Vision and Mission

Statements
Mission statement: To enrich womens lives
Golden Rule: Do unto others as you would
have them do unto you
Main focus is how to serve others

Leadership and Organizational Culture

Organizational culture: golden rule and
treating people with respect
Management style: make people feel
important
Give your team a pat on the back

Corporate Social Responsibility,

Business Ethics, and Policies
Empowering Action
Contributes to fighting domestic violence
Cancer research
Partners with Girl Scouts of Northeast Texas
Dallas Men Against Abuse
Makeup contests that go towards charities
Scholarships

External Analysis (Opportunities and

Threats) and Global Environment
Opportunities: New brand design,
redesigned mobile application
Threats: economy, personnel who do not
adapt to change, and competition

Internal Analysis (Strengths and Weaknesses),

Strategic Control, and Continuous Improvement

Strengths: satisfaction guarantee, testing

and manufacturing own products, meeting
quality standards
Clinical testing done for accuracy on
reviews
Weakness: Consumers have to purchase
through consultants

Innovation and Entrepreneurship

Process transactions directly from a
consumer anywhere at anytime
Same day shipping anywhere in the U.S.
Frequent recruitment of new consultants
Support provided through training

Strategic Analysis and Choice

Mary Kay has been an icon and staple for
over 52 years
Success has been maintained by making
small changes that make a big difference

Generic and Grand Strategies

Market development: natural organic
products
Strategic alliance: Consider partnership with
a well known makeup artist

Long Term Objectives and Strategies

Strategies for a consultant: Recruitment,
promotion
Strategy for the company: Specialty store

Short-Term Objectives, Functional

Tactics, and Implementation
Strategies for the consultant: Increase sales
Strategies for the company: Modify shipping
costs for the consultant by cutting it in half

Restructuring, Reengineering, and

Refocusing
Testing on natural organic ingredients
Research in the laboratory with scientists
Recruit volunteers to test the new products
Partnership within two years creating a new
limited edition makeup palette

Conclusion
Mary Kay has enormous company base
Flawless image
Minor grand strategy but will make a big
difference
Mary Kay Ash left behind a wonderful legacy
that will remembered until the end of time

References

Pearce, J. A., & Robinson, R. B. (2013). Planning for domestic & global
competition. (13th ed.). New York, NY: McGraw-Hill/Irwin.
Ash, M. K., & Pendleton, Y. (2008). The Mary Kay Way :
Timeless Principles From America's Greatest Woman
Entrepreneur. Hoboken, N.J.: John Wiley & Sons inc.

Mary, K. (7). Fifty and Fabulous Mary Kay Continues to

Experience Record-Breaking Growth During Golden
Anniversary Year. Business Wire (English).