Clinique Laboratories LLC is a company that manufactures skin care products, cosmetics, toiletries and fragrances for women and men. Its website states "Clinique was a trailblazer when we launched the first-ever line of dermatologist-developed skin care in 1968. Our approach to ingredients is the same now as it was then: We avoid using allergens, irritants, and ingredients in ways that could potentially harm skin. And as ingredient research evolves, so do your products."

Required:

2 a) Identify whether Clinique competes on the basis of low cost, differentiation, or satisfies a specific niche in the market. How did you determine this?

3 b) Have you heard of this brand? Would you consider purchasing Clinique products for your own use? Why or why not?

6 c)A marketing director for Clinique has come to you, indicating that you are part of their target market. They want to use your personal and educational expertise to develop balanced scorecard indicators to help them reach consumers like you. The financial perspective indicator they have selected is to increase sales by capturing 10% of the 20-something consumer market, all genders. Identify indicators for each of the other three perspectives that would provide them with goals, and then performance measures as to whether they have achieved these goals. For the customer perspective, for example, what do you recommend they measure or monitor to determine whether they have reached the 20-something consumers they are targeting?