III. Growth Strategy.
Revlon has a growth strategy because they are merging some of their divisions such as cosmetics and beauty care in order to build brands rather than product categories. The company is also continuing to launch new products and new brands. One of the new brands they acquired is African Pride which will also help the company gain more sales within the African American community.
IV. Vertical Forward Integration.
Revlon's vertical integration is a forward integration that moves its products from the manufacturer to its distribution. Revlon has a Phoenix distribution center that handles components and raw materials. The center maintains a ninety-nine percent accuracy rating in both inventory accuracy and order accuracy. The company has made numerous changes and makes a huge effort on improvement to provide a greater efficiency in company operations.
V. Corporate Financing Strategies.
Revlon Incorporated has a lot of debt that comes from several years of debt problems for the company. Some of the ways the company has tried to save some money is by lying off seven hundred and twenty employees. By doing this the company is expecting to save thirty to forty million dollars. Revlon also sold its salon products business and some of the company's businesses in Latin America to gain five hundred million dollars. Revlon also decided not to ship two hundred and eighty million dollars worth of products to save on retailer inventories. This occurred in the fourth quarter of 1999.
VI. Administration Strategy.
Ronald Perelman bought Revlon for one billion eight hundred million dollars. The company has been public since 1996 and trades on the New York Stock Exchange (NYSE). Eighty Three percent of the shares of Revlon are held by a subsidiary of MacAndrews and Forbes Incorporated which Perelman is chairman and chief executive officer.
VII. Technology, Research, and Development.
The Revlon Company is continuing to develop new products and lines.