This paper identifies and discusses the manufacturing Strategy (MS) adopted in a cosmetics firm. This investigation considered issues related to the content and process of formulating MS and was carried out by a team of hvo researchers and three professionals of the firm. In this "action research" process, the team concluded that the MS required modifications, mainly in regard to the timing of implementation of programmes in the structural and infrastrnctural decision areas, the degree of formalization of the strategy formulation process, and scope of the performance evaluation system.
manufacturing strategy; competitive strategy; cosmetics manufacturer