Research Paper on:
Revlon Case Study

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selling to salons, the firm subsequently expanded into lipstick. Within six years the firm had become a multimillion dollar firm, with products available in many different retail outlets, as the  firm grew ownership changed, after five unsuccessful attempts to acquire the firm Ronald Perelman for $1.8 billion through a leveraged buyout in 1985, the firm had been losing market share  in cosmetics, and Perelman managed to successfully refocus the firm. The firm has continued to grow and expand, entering the Chinese market in 1996, and in 1997 making an acquisition  in South America of Bonature S.A. In addition to expansion cost have to be controlled, there has been divestment with the sale of the professional products line and the Plusbelle  in 2000 and cost cutting such as with the closure of warehouse space and factors, in 2001 there was a reducing of this space by 55%. In the twenty-first  century there have been problems, 2003 saw the need for stabilization plans and the need for the changes have emerged, new lines have been introduced but in 2006 the firm  made a loss of $251 million, an increase in the $84 million loss of 2005. The firm has faced 8 years of loses so is in a difficult position.  The long term mission of the firm is "to emerge as the dominant cosmetics and personal care firm in the twenty-first century by appealing to young/trendy women, health conscious women  and older women in its variety of brands". From this we can see that the aim of the firm is to tackle different market segments and gain the mass market.  The firm does have a number of strengths, the firm is well known with the diversification of risks across more than 100 countries and with a range of