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The mission statement for Mary Kay should be a clear and brief representation of the enterprise's purpose for existence. It should incorporate socially meaningful and measurable standards addressing concepts such as the moral/ethical position of the enterprise, public image, the target market, products/services, the geographic domain and expectations of growth and profitability. The intent of the Mission Statement should be the first consideration for any employee who is evaluating a strategic decision. The statement can range from a very simple to a very complex set of ideas. Normally, the Mission Statement should represent the broadest perspective of the enterprise's mission. Mary Kay Ash founded Mary Kay Cosmetics in 1963 with her lifesavings of $5,000 and the support of her 20 year old son, Richard Rogers, who currently serves as executive chairman of Mary Kay, Inc. Mary Kay, Inc., is one of the largest direct sellers of skincare and color cosmetics in the world with more than $2.5 billion in annual sales. Mary Kay brand products are sold in more than35 markets on five continents. The United States, China, Russia, and Mexico are the top four markets served by the company. The company’s global independent sales force exceeds 2 million. About65% of the company’s independent sales representatives re-side outside the United States. Mary Kay Ash’s founding principles were simple, time-tested, and remain a fundamental company business philosophy.
She also steadfastly believed that life’s priorities should be kept in their proper order, which to her meant “God first, family second, and career third.” Her work ethic, approach to business, and success have resulted in numerous awards and recognitions including, but not limited to, the Horatio Alger American Citizen Award, recognition as one of “America’s 25 Most Influential Women,” and induction into the National Business Hall of Fame. Mary Kay, Inc. engages in the development, manufacture, and packaging of skin care, makeup, spa and body, and fragrance products for men and women. It offers anti-aging, cleanser, moisturizer, lip and eye care, body care, and sun care products. Overall, the company produces more than 200 premium products in its state-of-the-art manufacturing facilities in Dallas, Texas, and Hangzhou, China. Mary Kay, Inc., senior management believed that India represented a growth opportunity for three reasons. First, the Indian upper and consuming classes were growing and were expected to total over500 million individuals. Second, the population was overwhelmingly young and optimistic. This youthful population continues to push consumerism as the line between luxury and basic items continues to blur. Third, a growing number of working women have given a boost to sales of cosmetics, skin care, and fragrances in India’s urban areas, where 70% of the country’s middle-class women reside. Senior management also believed that India’s socio-economic characteristics in 2007 were similar in many ways to China in 1995, when the company entered that market. The Mary Kay culture was viewed as a good fit with the Indian culture, which would benefit the company’s venture into this market. As a result, the need to be good looking, well-groomed, and stylish has taken a new found importance. Mary Kay initiated operations in India in September 2007 with a full marketing launch in early 2008. The initial launch was in Delhi, the nation’s capital and the second most populated metropolis in India, and Mumbai, the nation’s most heavily populated metropolis. Delhi, with per capita income of U.S. $1,420.

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