Introduction of Sephora company:

Sephora was founded by Dominique Mandonnaud in 1970 in France. It is one of world’s leading
luxury groups and currently owned by LVMH Moet Hennessy Louis Vuitton. Sephora has
established reputation as a beauty trailblazer due to its expertise, innovation, and
entrepreneurship. Currently, Sephora has not only leading stores in France, but also has a
powerful beauty presence in various nations throughout the world. Sephora has around 2500
stores in 32 nations worldwide. Sephora has pioneered use of mobile in beauty. Sephora has a
mobile app and on social media to bring Sephora’s expertise to the customers whenever and
wherever they want. Sephora’s vision statement is to become the diversity, inclusion, equity and
belonging champion in the beauty and retail industry. Sephora always adopts demand-oriented
pricing strategy to provide a superior quality product to its customers. $33.17 per month is
utilized by average Sephora shopper. Sephora’s motto is “we belong to something beautiful “.
Sephora also provides expert beauty advice and services with the help of team of
knowledgeable consultants who are commonly knowns as Sephora’s cast members. In the end I
want to say Sephora has played a significant role in transforming beauty industry due to its
innovation and expertise in fashion industry.
There are some reasons why I selected a Sephora for this assignment:
First of all, Sephora provides a high-quality cosmetics product which plays a crucial role in
enhancing look and personality of woman.
Secondly, it offers wide range of luxury products ranging from makeup to fragrance which can
be purchased with the assistance of knowledgeable staff of Sephora.
Moreover, it also provides various customer friendly schemes such as customer loyalty program,
sampling opportunities, online shopping, beauty classes and workshops, return policy and gift
cards. Therefore, I love to buy Sephora’s products which give me internal satisfaction and boosts
my confidence.
 Impact on
Resource of
Competitive
Capability
Valuable Rare Inimitable Organization Advantage

Brand image Sustainable

in terms of competitive
social advantage
responsibility
Brand image Sustainable
competitive
advantage
International Sustainable
presence competitive
advantage
Problem Sustainable
solving skills competitive
advantage
Adaptability Unused
competitive
advantage
Quality Sustainable
product competitive
offering advantage
Location of Sustainable
the stores/ competitive
placement in advantage
store
Financial Sustainable
strength competitive
advantage
Technological Sustainable
integration and competitive
advancement advantage
Employee Sustainable
training competitive
advantage