sector.
2000
Diversify andintensify its brands.
Efforts to globalization ofthe company.
2004
7 factories globally, 7 global branches
Fragrances Industry of France
French perfume market
Huge, luxury, sensuality and refinement.
Powerful marketing and publicity launches.
AMOREPACIFIC is one ofthe biggest andthe most famous cosmetics companies inthe world. AMOREPACIFIC is now implementing a multi-domestic business strategy in many different countries to be one ofthe top ten in global cosmetics industry until 2015. Its vision for 2015 is concreted by specifying the goal - attain overseas sales of ₩1.2 trillion until 2015, expandthe revenue proportion of
Business Strategy
Team No.4
International Business Strategy : Multi-domestic Strategy
Global
Integration
Local
Responsiveness
Product differentiation factors are usually placed on non-price ones.
Low Pressures for Global Integration
Balancing Global Integration and Local Responsiveness in Cosmetics Industry
Business Strategy
Team No.4
Introduction
AMOREPACIFIC Overview
Customers tas
▣ 독창적이고 혁신적인, 신진 패션 디자이너 브랜드의
연속적인 런칭 성공
▣ 남성 디자이너의 홍수 속에서 여성 디자이너의 향수
니치 마켓 선택적 집중
▣ Uni-Sex Mode경향의 세계 향수 조류에서 탈피하여
Feminity 욕구증가와 여성들의 “꿈과 환상”을 “현실”의
세계로 연
ofthe success case is France perfume market. They pushed into the France market about 10 years ago. Amore pacific constructed their brand image through emotional image of perfume business. It is a "Lolitalempicka" that is the first korean perfume produced in France. After a few days
later, It got a fame and this perfume occupied perfume market about 2.8% inthere. There are many kinds of perf