Manix - environmental analysis: Objectives and strategy formulation

Résumé du document

Manix is a brand belonging to Ansell, a company operating in three business segments (professional health care division, consumer health care gloves and occupational division for gloves and clothing worn for protection). Manix is developed in the consumer health care division, which also supplies sexual health products. To fit to consumers needs, Manix created three product lines: Natural Sensation line, New Sensations line, and Bien-Etre. Moreover, Manix is the challenger of Durex in the French market (Durex has a 35 % market share; Manix 26 %) and is followed by Intimy (10 % market share). A study of the internal and external environments of Manix will be discussed in this report, in order to define the objectives and the strategy which will be followed. The external analysis will help us to understand Manix's environment, and its industry (sexual health products). By this way, we will be able to comprehend some of the choices Manix made, as well as its marketing opportunity and environmental threats.

Extraits

[...] Social factors: Several social factors influence the condoms consumption patterns. First in traditional societies, procreation is an important value and is in opposition with the use of condom. Taboos related to sex are also barriers to the use of condoms: purchase of condoms is sources of embarrassment and customers still have a certain feeling of guilt, while the product is widely advertised. Secondly condoms have a negative image since consumers consider their use as more complicated, less amusing and less exciting than without. [...]

[...] So prices vary among stores and areas, particularly in independent pharmacies. Barriers to new entrants Firms, such as Khondomz from Polidis Laboratories, are small manufacturers, which position themselves on condoms distribution but have big difficulties to increase their sales volume. This is due to regulation requirements and to the intensity of rivalry. Intensity of rivalry The condoms market is made up of two big brands: Durex and Manix, which have a high competition level. Durex is the market leader with 35% of market share, followed by Manix at they compete on innovation in order to extend their products range and on branding (advertising campaigns based on sponsorship). [...]

[...] Manix, environmental analysis, objectives and strategy formulation Summary 1. External analysis 2 The PEST analysis 3 The Porter analysis 4 Key factors 5 Formulation of OT Internal analysis 6 The SW analysis 6 Weaknesses Objectives Strategy 9 Manix is a brand belonging to Ansell, a company operating in three business segments (professional healthcare division, consumer healthcare gloves and occupational divison for gloves and clothing worn for protection). Manix is developed in the consumer healthcare division, which also supplies sexual health products. [...]

[...] It implies that each product requires to be controlled inside the factory and that LNE (Notional Laboratory of Essays) checks periodically its production process. The Porter analysis Porter's five forces is an efficient tool to describe the external environment of the company. The firm is subjected to five elements that affect in different measure its position in the market: suppliers, substitute products, buyers, new entrants and rivals. Bargaining power of suppliers: The natural latex rubber, needed in the production process of condoms is mainly available in Asia. [...]

[...] - Ansell uses technology transfer between its three divisions (professional healthcare division, consumer healthcare division, occupationnal division with gloves and clothing worn for protection) o may decrease costs in technology and research; o better the power of innovation (namely the New Sensation Line) o and the quality of the products (for example, the NF norm - which proves the true aptitude of their products to prevent from viruses and pathogenic agents transmission testifies to this quality). Weaknesses - Each innovation is directly copied by Durex (example of the King Size launched by Manix and the reply of Durex with the Contour). To increase market share, the launch of a new differentiated product would be a solution. However, the rapidity of competitors' response makes it difficult for this strategy to be successful. Difficulties of finding sustainable competitive advantages thanks to differentiation is a weakness. [...]