분야
hwp2. Company Analysis - Amore Pacific
3. Country Analysis - Indonesia
4. Entry Mode
5. Conclusion
6. Reference
Nowadays, more and more cosmetic market is growing and also rapidly. As the economy develops worldwide, the needs of improving the quality of lives are increasing. And also people are more interested in their appearances. With these demands, we can see the positive prospect for the cosmetic market. And not only the expensive brands in department stores, but also the middle-low priced popular brands are attracting people's attentions.
In this context, we thought 'Amore Pacific' is quite promising because Amore Pacific has excellent product quality, technical skills, and also the capital strength. And the brands in Amore Pacific are not that expensive to publics so they're very popular nowadays ; Number 1 cosmetic company in Korea. Amore Pacific has various kinds of brands in various concepts so it can respond the various kinds of customers.
In Indonesia, people are also very interested in their looks. The desires for white skins and demands of skin care products for men are increasing. And also, they want more nature friendly brands for cosmetics. So we choose Indonesia as a host market. We decided to let Amore Pacific to enter Indonesia with 4 brands from its brand portfolios ; Innisfree, IOPE, Laneige, Primera. They are not that expensive, and have nature friendly images and skin care lines for men. And we intended to build a kind of flagship store composed with that 4 brands.
There are so much more other reasons we picked Indonesia and Amore Pacific in many ways, and we are going to explain them in the next parts.
2. Company Analysis - Amore Pacific
■ Company Introduction
Global company providing total care for the beauty and health of customers
1945. established Pacific Chemical Industry
1964. released Amore brand
인도네시아 정보 - http://www.askindonesia.co.kr/G02/115
인도네시아 화장품 시장 동향 - 한국보건산업진흥원
아모레퍼시픽의 글로벌 로드맵 - 서울대학교 경영대학
