Ⅰ. Overall Analysis
1. About Estée Lauder Company
1) Company History
Estée Lauder is a retail brand of luxurious cosmetics, skincare and fragrance products, and primarily targeting female consumers of age 30 and up. Sold in more than 120 countries and territories, Estée Lauder has a reputation for technologically advanced, high-performance products.
Since Estée
Thus, our team decided to study about cosmetic market in China. We found that foreign companies like L’Oreal, Procter & Gamble Co and Shiseido have large portion of the China’s cosmetics market share while Korean companies have little portion of that. However, Korean beauty products also have high quality and Chinese people are favorable to Korean products. In other words, it is hard to under
Mass Cosmetics Line
-Amore Pacific at the top of the mass market
-Higher Value-added products
-More functional cosmetics
-Brand depending on customer level
-Beauty-food
Chinese, Japanese and American. These tourists recently visit Korea as frequent individual tourist. Mostly, they are visiting Seoul city. Characteristic of these tourists would like to stay reasonable accommodation and to enjoy unforgettable experience. Since they make a reservation in advance of visiting the city, FIT tourists save the expense by using cheaper accommodations such as guest house,
1. Brand history
Established Estee Lauder Inc. in 1946
Estee Lauder owns 28 prestigious brand
Made Manhatten restaurant into own manufacturing factory :
made creames and olis on the stove at nightand sold during the day
2. Mission & Vision
Mission statement
“bring the best to everyone we touch and
be the best in everything we do.”
Strategic vision
“To be t