Research Paper on NARS

Introduction

Current studies focus on the impacts of change in the market supplies on the consumers. The market field gets dictated by the demands of the consumers on goods and services sold. Also, the market has a duty to responsively deliver high-quality goods and services to their customers. In a survey, organizations such as NARS Cosmetics produce high-quality products to their customers hence earning their loyalty. NARS Cosmetics is French Cosmetics Company that deals with production and selling of skin care products to customers. NARS Cosmetics Company started its operations in 1994 with make-up artist and photographer known as Francois Nars as the founder. The company mentioned above began with a sell of twelve lipsticks at Barneys New York. The art of make -up and photography highly inspired Mr. Nars to come with the cosmetic company (Russell, 2010).

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NARS Cosmetics Company has produced various multi-use beauty products and currently is supplementary of Shiseido. The founder of the NARS Company grew up in Tarbes in the southern part of France. Mr. Nars passion in the cosmetics industry came about due to the influence of his mother and her collection of designer clothes. Also, the mother went ahead to secure him his first job as a make-up artist among Paris' top make-up artists. The experience gained by Mr. Nars during his work prompted him to go to the Carita School in Paris and pursue the art of make- up. After his graduation from school, Nars moved to New York City in 1984. Nars arrival in New York and stay made him popularly known due to his love in color and the modern style. Nars decided to establish NARS Cosmetics Company and later on, Shiseido Company bought it in the year 2000 but Nars still remained as the artistic director of the company (Russell, 2010).

NARS cosmetic company produces products such as powder blush, liquid blush, loose powder, lip gloss, lipstick, and many other beauty products. Current data shows that NARS Company is no longer a considerate brand due to the incident the occurred in the China market (Zhang, 2018). Here, NARS Company despite being against animal testing considered it a necessity in the selling of their cosmetic products in the China market. NARS Company claimed that they needed to expand their business into the China market to enhance the achievement of their vision as a company. Also, NARS cosmetics assured the public that they do not take part in animal testing unless required by the law. The claims made by the cosmetic company mentioned above triggered a negative response from their loyal customers. The committed consumers of NARS Company products felt betrayed since the company broke the trust they had in them.

The policies or rules set by a company dictates how they hold their operations. NARS Company had a policy that fought against animal testing. Some of these policies make a company to build good relationships with their consumers because they believe in the same thing. When a company goes against its policies, the customers start to raise questions concerning the entire company. In other words, the company loses the loyalty and trust of their consumers. NARS Cosmetics Company experienced a huge loss since they lost some of their loyal consumers who now opted other products from other companies. Also, NARS cosmetic company's reputation went down due to many negative comments and opinions raised by their main consumers.

Currently, NARS Cosmetics Company has huge progress in terms of product quality and fame in the competitive market. For instance, NARS Cosmetics Company is doing well according to social media analysis or strategy in comparison with MAC Company as its main competitor. MAC Cosmetics Company is the leading in the cosmetics industry followed closely by NARS cosmetics. NARS Company still believes that there is a room for improvement and hope to surpass its competitor in the cosmetics industry. MAC Company has a higher level of popularity on social media compared to NARS Company.

NARS cosmetic company has also increased its sales to a higher level through the website especially to the GCC countries. GCC countries include all the Arab states except Iraq. Customers across the world make their orders of the products using the online sites and pay extra fees for shipments of the products. Apart from the good relationship and profits, NARS Company has made with the GCC countries, it also aims in building a good reputation within those countries. Due to the consistent complaints made by the customers concerning product delivery in GCC countries, NARS cosmetic company decided to establish some of its branches in those states. The presence of NARS company branches in GCC countries makes it easier for NARS company customers to access their products easily and build solid relationships with the company. Also, the branches enable the consumers to raise their main concerns directly to the company due to the presence of the company's employees (Olga, 2017).

SWOT Analysis of NARS Cosmetics Company

SWOT stands for Strengths, Weakness, Opportunities, and Threats of a company (Lee, 2018). SWOT analysis enables companies or organizations to obtain a stable niche in the competitive market (Lee, 2018). NARS cosmetic organization has a lot of strengths that enable it to thrive well in the competitive market compared to other companies such as MAC. For Instance, NARS Company has a wide coverage. In other words, NARS cosmetic has expanded its business to many countries across the world hence earning huge sales volume compared to other cosmetics industry. Also, NARS produces high-quality products known as worldly. The ideology of quality products enhances the fame of the company across the world.

NARS cosmetic company also has some weakness like any other existing cosmetic company. Some of the weaknesses include government policies. Different countries operate with different laws governing their trading activities. NARS company delivers its products worldwide hence forced to operate within those policies. For instance, taxation policies differ according to different countries hence the revenue obtained by the company differs. NARS cosmetics company also a lot of opportunities which may lead to future developments and expansion. For instance, NARS Company has high revenues which the company can use as investments or acquiring of other small cosmetic companies hence expansion of the company. Higher levels of revenue also enable the company to obtain high-quality raw materials hence the production of high-quality goods to the consumers. Cosmetic companies also face different threats. NARS Company's main threat is the government's restrictions in different countries concerning trade. Some countries may prohibit particular products from entering their countries hence becoming a threat to NARS cosmetic products. High competition from other major cosmetic industries such as MAC Company also acts as a threat to NARS Company. NARS Company has to produce high-quality goods so as to earn added advantage hence competing favorably in the market.

NARS Cosmetics Company engages mostly with its customers on social media platforms such as Twitter and various blogs sites. Also, NARS Company provides make-up tutorials and some of their advertisements through YouTube accounts of the company. The social media platforms enable NARS Company to the feedback from their consumers concerning their products. Here, the customers appreciate their products and suggest new ways on how to improve on their delivery services.

Objectives

The main aims of the research include:

• To understand the impacts of change in the market supplies on consumers,
• To explore the ideology of animal testing within NARS Company,
• To understand the consumers' expectations when a shift in the market occurs

To come up with recommendations on how to manage any negative attitude portrayed by customers during the change of operations within the company.

The change in market supplies scenario occurred when NARS Cosmetics Company decided to expand its business supplies into China. Penetrating into China market seemed like an achievement of NARS company's vision hence the company had no need to look at what impacts it could cause on its current consumers. China refers to one of the wealthiest countries in the world with a stable economy among the European countries (Gurkan, P.N., 2015). Due to the stable economy which supports business effectively in China, it is the dream of any organization to engage in business activities with their markets. NARS Company has ambitions and vision for its business hence the need to associate itself with countries doing well in business. NARS Company considered it as a good strategy of expanding its business hence it decided to join in the China market for its general growth. Also, China market has many business partners from different countries which also act an advantage for different companies in forming new partnerships.

Different countries operate with different policies governing the sector of international trade. One of the China international policy is, animal testing is mandatory for all non- Chinese brands (Min & Zhao, 2018). On the other hand, various companies operate with different policies and laws. These laws and policies within different companies act as other factors that attract customers. For instance, NARS Cosmetics Company did not take part in animal testing during the production of its products. The policy of animal testing gave it an added advantage to its customers who also did not believe in the analogy of animal testing. Most consumers believed and trusted NARS cosmetic products since they delivered their goods in accordance with the policies of their company (Min & Zhao, 2018). Things changed immediately NARS Company decided to join the China market. The idea of entering China acted like a dream comes true to NARS Company but little did it know the impacts it could cause on its customers.

NARS Cosmetics Company went against its policies which made its consumers feel betrayed. The customers believed in something the company also did but now the company broke the rule. NARS had to face the consequences of breaking their policy. Most of their loyal customers stopped buying their products and opted for other products from different cosmetic companies such as MAC cosmetics. The company also faced the wrath and anger of its customers through negative comments they posted on their social media platforms. The negative comments affected negatively the reputation of NARS Cosmetics Company. The negative reaction from its consumers made it go public and address the issue. NARS Company made claims that animal testing acted as a necessity to enhance its penetration to the China market. Also, the company claimed that it had an obligation to sell its products in the China market so as to achieve its vision and ambition.

The fact that NARS cosmetic company went out to the public to justify their deeds made their consumers even angrier. Here, the consumers felt not valued at all since NARS Company acted like they only valued the realization of their vision and not how they felt. The revenue of the company generally went down due to the fact that the company lost some of its consumers. Different changes within the company may affect its consumers either negatively or positively. Positive effects on customers lead to the general development and growth of the company. On the other hand, the negatives impacts may result in the company losing its customers and adopting a bad reputation. For instance, the bad reputation earned by NARS Company resulted from the negative feedback obtained from NARS company's loyal customers who felt betrayed.

The duty of any organization is t...