Estee Lauder

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  • Topic: Estée Lauder Companies, Ronald Lauder, Leonard Lauder
  • Pages : 25 (3815 words )
  • Download(s) : 423
  • Published : October 17, 2012
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TABLE OF CONTENTS

1.0 EXECUTIVE SUMMARY3

2.0 HISTORY3

3.0 VISION AND MISSION5

4.0 VALUES5

5.0 INTERNAL ANALYSIS7

6.0 EXTERNAL ANALYSIS10

7.0 COMPETITIVE PROFILE MATRIX (CPM)……………………………………………….14

8.0 SWOT MATRIX........................................................................................................... 15

8.0 THE INTERNAL – EXTERNAL (IE) MATRIX FOR ESTEE LAUDER.........................18

9.0 STRATEGIES OF ESTÉE LAUDER………………………………………………………18

10.0 THE GRAND STRATEGY MATRIX………………………………………………………20

11.0 QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM)………………………..24

12.0 CONCLUSION............................................................................................................25

13.0 SUGGESTION............................................................................................................25

14.0 REFERENCE..............................................................................................................26

1.0EXECUTIVE SUMMARY

As a top company in the Cosmetics and Perfumes industry Estee Lauder specializes in manufacturing and marketing of skin care, cosmetics, perfume and hair care products. The Estée Lauder Companies Inc. is one of the world's leading manufacturers and marketers of qualityskin care, makeup, fragrance and hair care products. The Company's has 28 brands, sell products in over 150 countries and territories under the following brand names: Estée Lauder, Aramis, Clinique,Prescriptives, Lab Series, Origins, M•A•C, Bobbi Brown, Tommy Hilfiger, Kiton, La Mer, Donna Karan,Aveda, Jo Malone, Bumble and bumble, Darphin, Michael Kors, American Beauty, Flirt!, GoodSkin™Labs, Grassroots™ Research Labs, Sean John, Missoni, Tom Ford, Coach, Ojon, Smash box and Ermenegildo Zegna. For 2010, net sales were $7.8 billion and net earnings were $478.3 million.

2.0HISTORY

The company began in 1946 when Joseph Lauder and his wife Estée Lauder began producing cosmetics in New York City. They first carried only had four products: Super-Rich All Purpose Creme, Creme Pack, Cleansing Oil and Skin Lotion. Two years later they established their first department store account with Saks Fifth Avenue in New York. Over the next fifteen years they expanded the range and continued to sell their products in the United States. In 1960 the company started its first international account in the London department store Harrods. The following year it opened an office in Hong Kong. In 1964 they started Aramis Inc., which produced fragrances and grooming products for men. In1967 Estée Lauder herself was named one of ten Outstanding Women in Business in the United States by business and financial editors.

This was followed by a Spirit of Achievement Award fromAlbert Einstein College of Medicineat Yeshiva Universityin 1968. In that year the company expanded again, opening Clinique Laboratories, Inc.Cliniquewas the first dermatologist guided (Dr.Norman Orentreich), allergy tested, fragrance free cosmetic brand created by Estée Lauder.Estée Lauder's Clinique brand became the first women's cosmetic company to introduce asecond line for men when, in 1976, they began a separate line called "Skin Supplies for Men". In 1981the company's products became available in theSoviet Union.In February 2004 the company's teen-oriented Jane business was sold; in April 2006, the professional-quality still a brand, which Estée Lauder purchased in 1999, was sold.

Since 2008, Estee Lauder companies successfully launched multiple new product lines, including Grassoots Research labs, and in 2010 Estee Lauder announced the acquisition of Smashbox Beauty Cosmetics from the Factor brothers, great-grandsons of the legendary Max Factor.

The company has had sometimes iconic spokesmodels, sometimes referred to simply as 'faces'. Past 'faces' for Estée Lauder include Karen Graham, Bruce Boxleitner, Shaun Casey, Willow Bay, Paulina...
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