Mary Kay "is an international manufacturer and distributor of skin care products, makeup items, toiletry items, accessories and hair care products" (Camerius 1). Mary Kay is a privately owned company that sells cosmetic products. Mary Kay uses a dual-marketing model. This meaning, those who work for Mary Kay are Beauty Consultants. Beauty Consultants work under someone and can recruit other consultants to work under them.
James W. Camerius, Professor of Marketing at Northern Michigan University presented a case study on Mary Kay Cosmetics and the marketing tools used to create the company to to the Midwest Society for Case Research.
In his case study, he evaluated the management and the corporate strategies which had been developed by the founder Mary Kay Ash. Within this study, he analyzed how the company overcame it stalemate position and grew into the multi-million corporation it is today.
Camerius conducted this case study to be used for a class discussion rather than to illustrate and analyze if the company is an effective or ineffective company.
Work Cited
Camerius, James W. "Mary Kay Cosmetics, INC: Corporate Planning In An Era Of Uncertainty." 1989. Print.
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