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Portia M is a leading skincare and cosmetics company in Africa and around the world, focusing on high-quality skincare made using locally derived products. Portia M's mission is to maximise the efficacy of African indigenous oils in cosmetics and to give the highest quality skincare products possible. For now, Portia M targets women from all walks of life. According to the latest marketing research report, Portia M is not following marketing orientation and is not appealing to a target market that uses their products. It appears that they are solely concerned with what they manufacture and were unconcerned about changes in consumer tastes in their target market.

Angela, a marketing graduate, joined the team at the beginning of 2022 and counselled the company regarding the shifting consumer preferences and the improvements that needed to be made to the product. She emphasised the economic and social elements. One of the suggestions was to modernize the products and invest about R30 on new packaging and other items per product. Even after six months of these modifications, the company's sales did not appear to have increased proportionately

Lebo, the product manager and John, the marketing manager were dissatisfied with the adjustments, believing that while an effort had been made in the right direction, some crucial aspects of consumer behaviour had been overlooked

Question: 

Evaluate Lebo and John's points of view; do you agree with them? Justify your answer and provide examples where possible.

(In your response consider the orientation, target audience, segmentation factors affecting buyer behaviour etc.)

Answer rating: 100% (QA)

SWOT Analysis of the case Strength Portia M is a leading skincare and cosmetics company in Africa and around the world Its producing high quality skin ... View the full answer