경영전략 Estee Lauder 에스티로더 중국시장 성공 전략(영문)

경영전략 Estee Lauder 에스티로더 중국시장 성공 전략(영문) [경영전략] Estee Lauder 에스티로더 중국시장 성공 전략(영문).docx 목차 Ⅰ. Overall Analysis 1. About Estée Lauder Company 1) Company History 2) Mission & Vision 3) Company Analysis – Based on Financial statement 2. SWOT Analysis 3. External Analy 1) Cosmetics Industry 2) Five Forces Model 3) Industry Life Cycle Ⅱ. China Market Analysis 1.Introduction 2.Overall Chinese Market Analysis 3.Internal Corporate Analysis 4.External Analysis 5.Trends 6.Strategy 1)Current Strategy 2)Future Strategy Suggestion Ⅲ. Appendix - diagrams/figures/charts Ⅳ. References 본문 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 Lauder founded a Company in 1946 with four cosmetics products. The original Estée Lauder label was launched by Estée and Joseph Lauder in New York City in 1946, and in a course of 60 years has expanded into a superpower owning 16 beauty product brands, among which are the 5 brands designed and launched by the group itself. The company’s other 11 brands were all results of strategic acquisitions and alliances. In sum, the portfolio of brands can be categorized into the core labels for mature customers, including Estée Lauder, Clinique, Prescriptives, Aramis M.A.C., Bobbi Brown and so on. 본문내용 Company History 2) Mission & Vision 3) Company AnalysisBased on Financial statement 2. SWOT Analysis 3. External Analy 1) Cosmetics Industry 2) Five Forces Model 3) Industry Life Cycle Ⅱ. China Market Analysis Introduction Overall Chinese Market Analysis Internal Corporate Analysis External Analysis Trends Strategy Current Strategy Future Strategy Suggestion Ⅲ. Appendix - diagrams/figures/chart 참고문헌 http://www.chinadaily.com.cn/bw/2009-01/12/content_7386322.htm http://www.cosmeticsdesign.com/Formulation-Science/Estée-Lauder-opens-China-research-center http://www.jingdaily.com/en/luxury/Estée-lauder-plots-new-china-stores-e-commerce-expansion-to-stay-ahead-of-pack/ http://www.rolandberger.com/media/news/2010-07-27-rbsc-news-ChineseConsumerReport2010.html http://blogs.wsj.com/chinarealtime/2011/03/09/wanted-chinese-consumers-for-luxury-survey/ http://red-luxury.com/2011/08/23/Estée-lauder-to-reach-chinese-wherever-they-live-and-travel/ http://eon.businesswire.com/news/eon/20110602005848/en http://cosmetic-candy.com/Estée-lauder-signs-a-chinese-model-liu-wen-as-a-global-face/ http://factsanddetails.com/china.php?itemid=1033&catid=11&subcatid=75 http://blog.enovatechina.com/analysis-the-face-of-cosmetics-in-china/ http://www.cosmetic-business.com/en/showartikel.php?art_id=2306 http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=2154 www.elcompanies.com 논문보고서자료 1) China Consumer Market Strategies 2011 by AMCHAM 2) Chinas consumer market: Whats next?by Deloitte. 3) Luxury brands in China by KPMG 4) KCII