Estee Lauders Case study
I. EXECUTIVE SUMMARY
The Estee Lauder Companiesin, Inc. is one of a Americans corporation in New York City. Estee Lauder is a manufacturer and market of four cosmetics product lines. 1) Skin care 2) make up 3) fragrances 4) hair care products. Estee Lauders sell its products mainly through upscale department stores, specialty retailers, upscale perfumeries and pharmacies and prestige salons and spas. Each of the company’s brands has a single global image that is promoted with consistent logos, packaging, and advertising designed to differentiate it from other brands. Beauty, youth, and being forever young are common themes in the personal products industry.
A young entrepreneur named Estee Lauder felt that she could provide a product that espoused those qualities. In accordance with above belief, Estee Lauder established the company in 1946 with her husband Joseph Lauder. And the company went to the public in 1995. In the early years, Estee was unable to convince Madison Avenue to carry her products. Facing this rejection, she began to market her products directly to customers. With that success, the Lauders began targeting high-class customers by selling products exclusively through boutiques and departments stores. In 1948, Estee Lauder established their first department store account with Saks Fifth in New York. During next 15 years, the products were selectively distributed in other stores in the United States. In 1960 the company globalized their operations with the introduction of Estee Lauder product at Harrods in London, with the Hong Kong market opening the following years. Presently, Estee Lauder Companies has 26 brands, sells products in over 130 countries and territories, and employs over 22,000 people worldwide.
The Societal Environmental Analysis and External Factor Analysis analysed the beauty product industry. The opportunity is about of rising the demand from emerging and
The Estee Lauder Companiesin, Inc. is one of a Americans corporation in New York City. Estee Lauder is a manufacturer and market of four cosmetics product lines. 1) Skin care 2) make up 3) fragrances 4) hair care products. Estee Lauders sell its products mainly through upscale department stores, specialty retailers, upscale perfumeries and pharmacies and prestige salons and spas. Each of the company’s brands has a single global image that is promoted with consistent logos, packaging, and advertising designed to differentiate it from other brands. Beauty, youth, and being forever young are common themes in the personal products industry.
A young entrepreneur named Estee Lauder felt that she could provide a product that espoused those qualities. In accordance with above belief, Estee Lauder established the company in 1946 with her husband Joseph Lauder. And the company went to the public in 1995. In the early years, Estee was unable to convince Madison Avenue to carry her products. Facing this rejection, she began to market her products directly to customers. With that success, the Lauders began targeting high-class customers by selling products exclusively through boutiques and departments stores. In 1948, Estee Lauder established their first department store account with Saks Fifth in New York. During next 15 years, the products were selectively distributed in other stores in the United States. In 1960 the company globalized their operations with the introduction of Estee Lauder product at Harrods in London, with the Hong Kong market opening the following years. Presently, Estee Lauder Companies has 26 brands, sells products in over 130 countries and territories, and employs over 22,000 people worldwide.
The Societal Environmental Analysis and External Factor Analysis analysed the beauty product industry. The opportunity is about of rising the demand from emerging and