Case Analysis Of Estee Lauder

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I. Proceed with market development strategy employing successful market entering strategy.
One of the capabilities Estee Lauder has is that of entering new markets. It has been successful in this strategy for many years and has an expertise in it. Moreover, there are still some regions promising huge and fast growth – those of Middle East & Africa and Asia Pacific.
The problems with this strategy would be:
1) With Unilever as the largest spender on marketing it will be hard to compete;
2) Most probably in these regions, the luxury products will not be as popular as mass market ones.
3) Political instability and/or protectionist policies are highly likely to be present in these regions.

II. Acquire brands specializing in products that are …show more content…

It means creating the demand for outstanding services accompanying the purchase of cosmetics. In other words, shifting the mass market customers to luxury one. Given the strategic advantages of Estee Lauder Companies, it has the capability of undergoing such a challenging strategy which is not true for its competitors. It will not require substantial changes in the organizational culture and overall company’s strategy. At the same time, it will allow for eliminating the threats coming from the industry – especially that of competitors and changes in consumer preferences. The problem with this strategy is just that it is hard to estimate the chances for it to work …show more content…

It will base its marketing and its culture on the demands that most people have in common. Making use of social media and digital marketing they can influence people globally and infuse them with their way of perceiving shopping for beauty products. It is important to mention that the culture to build is not limited to the attributes mentioned above. It will take all the creativity of Estee Lauder to come up with as many elements as possible. For example, feeling of belonging is quite important for most of the people. Making customers feel as if they are part of something big and important by organizing events is what they can also

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