Performance Management Page 2 Question 3 (9 marks) Maxabel Corp. (Maxabel) develops and manufactures cosmetics and spa products targeted to teenagers. Over the last five years, Maxabel's operations and sales have grown significantly, and it is in a strong financial position. Maxabel hires university students and recent graduates from the botanical engineering and science fields who are interested in developing innovative products using sustainable practices and environmentally friendly plant-based ingredients. Senior management at Maxabel believes that the hiring practices, ethically sourced ingredients, sophisticated and established supply chain, recycled packaging, and sustainable development processes have allowed Maxabel to provide exceptional products to its teenage customers. Recently, Maxabel was issued a patent for a new and unique skin care product, Stunning Cream, and it launched a new advertising campaign for this product. Maxabel's employees are proud of the success of the advertising campaign because it is attracting teenage customers who are environmentally conscious. Maxabel's primary competition includes retailers and spas who offer mineral and plant-based products, Senior management's goal is to maintain what it believes to be Maxabel's competitive advantage. Maxabel boasts that Stunning Cream produces radiant skin and helps to prevent acne. There is NO other product in the marketplace that offers both of these attributes together. Maxabel's employees are committed, focused, passionate, and proud of the products they develop Required: a) Describe Maxabel's resources, capabilities, and competencies. (3 marks) b) Discuss whether Maxabel has created a core competency, and whether its competitive advantage is sustainable. (2 marks) I c) Explain two strengths and two weaknesses that Maxabel might be experiencing (4 marks) Performance Management Page 2 Question 3 (9 marks) Maxabel Corp. (Maxabel) develops and manufactures cosmetics and spa products targeted to teenagers. Over the last five years, Maxabel's operations and sales have grown significantly, and it is in a strong financial position. Maxabel hires university students and recent graduates from the botanical engineering and science fields who are interested in developing innovative products using sustainable practices and environmentally friendly plant-based ingredients. Senior management at Maxabel believes that the hiring practices, ethically sourced ingredients, sophisticated and established supply chain, recycled packaging, and sustainable development processes have allowed Maxabel to provide exceptional products to its teenage customers. Recently, Maxabel was issued a patent for a new and unique skin care product, Stunning Cream, and it launched a new advertising campaign for this product. Maxabel's employees are proud of the success of the advertising campaign because it is attracting teenage customers who are environmentally conscious. Maxabel's primary competition includes retailers and spas who offer mineral and plant-based products, Senior management's goal is to maintain what it believes to be Maxabel's competitive advantage. Maxabel boasts that Stunning Cream produces radiant skin and helps to prevent acne. There is NO other product in the marketplace that offers both of these attributes together. Maxabel's employees are committed, focused, passionate, and proud of the products they develop Required: a) Describe Maxabel's resources, capabilities, and competencies. (3 marks) b) Discuss whether Maxabel has created a core competency, and whether its competitive advantage is sustainable. (2 marks) I c) Explain two strengths and two weaknesses that Maxabel might be experiencing (4 marks)