Mary Kay, Inc. sells facial skin care products around the globe. The business mo
ID: 416226 • Letter: M
Question
Mary Kay, Inc. sells facial skin care products around the globe. The business model is to provide one-on-one, highly personalized service. More than 500,000 independent beauty consultants (IBCs) sell in 43 markets worldwide. Each IBC runs his or her own business by developing a client base and the providing services and products for sale to those clients. The IBCs were offered support though an e-commerce system with two major components: mymk.com and Mary Kay InTouch. Mymk.com allows IBCs to create an instant online sites where customers can shop anytime directly with their personal IBC. Mary Kay, Inc. InTouch stream lines the ordering process by automatically calculating discounts, detecting promotion eligibility, allowing the IBCs to access up-to-date product catalogues, and providing a faster way to transact business with the company.
How would the organizational strategy need to change to respond to Mary Kay’s new business strategy and information system?
What changes would you suggest Mary Kay, Inc managers make in their management systems in order to realize intended benefits of the new systems? Specifically, what types of changes would you expect to make in the evaluation systems, the reward systems, and feedback systems?
Explanation / Answer
The e-commerce indistry is highly competitive in nature and the proposed new model for Mary Kay would be challenging and as the same time has an upward growth . Inorder to make necessary changes to provide one-on-one persolanlised service their management systems needs to be very organic and adaptive in nature. Customer base analytics should be very string which helps in identifying their requirements, their regular sales patterns and creating a s psychological buying impulse to them inorder to enhance the sales. To attract customers necessary promos to be incorporated based on the value stream mapping and give benefits to the target customer based on their buying behavior and potential. Try to explore more of data anlytics to give more insight which helps in catalogue preperation and selection of IBS's networks to serve the customers much better. Intelligent alert systems, deep dive analytics and online reportings will helps the systemto understand the growth or decline of each catalogues and the area to concentrate. A live interacting platform will also help in delivering personalised service to customers through live chat options which can assist them with better packages and products. Also data modelling tools will enhance the possibilities to forecast the requirement much bteer and to create a proactive environment.
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