Estee Lauder Management Strategy
MANAGEMENT STRATEGY | ESTÉE LAUDER | | | Tea Karulia | 6/7/2013 |
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COMPANY’S HISTORY
The Company was founded in 1946 by Mrs. Estée Lauder. The initial products that were launched by Estee Lauder were: Super Rich All Purpose Creme, Creme Pack, Cleansing Oil and Skin Lotion. The Estee Lauder Companies Inc managed to become one of the leading producers and marketers of quality skin care, makeup, fragrance and hair care products around the world. The Company 's products are sold in over 150 countries and territories under the following brand names: Estée Lauder, Aramis, Clinique, Through the years Estee Lauder proceeded in creating and developing five new brands. Aramis, a line of prestige fragrance and grooming products for men, was launched in 1964. Clinique, the first dermatologist-guided, allergy-tested, fragrance-free cosmetics brand, followed in 1968. Prescriptives, a color authority with an advanced collection of highly individualized products, was founded in 1979. Lab Series Skincare for Men, specializing in men 's treatment, debuted in 1987.
MISSION
“Bringing the Best to Everyone We Touch and Being the Best in Everything We Do”
VISSION
“The global leader in prestige beauty: a well-diversified, brand-building powerhouse of unrivaled creativity and innovation.”
OBJECTIVES
LONG TERM
The company’s long-term objectives are based on five strategic imperatives: * Optimize brand portfolio * strengthen product categories * Strengthen and expand geographic presence * Diversify and strengthen distribution channels * Achieve operational and cost excellence
SHORT TERM
The company’s short-term objectives are based on: * Provide the market with new competitive products. * Increase profit * Improve quality
PEST ANALYSIS * Political factors
There are a lot consequences from the political environment in which an organization or company exists. The political environment does not only operate
|
COMPANY’S HISTORY
The Company was founded in 1946 by Mrs. Estée Lauder. The initial products that were launched by Estee Lauder were: Super Rich All Purpose Creme, Creme Pack, Cleansing Oil and Skin Lotion. The Estee Lauder Companies Inc managed to become one of the leading producers and marketers of quality skin care, makeup, fragrance and hair care products around the world. The Company 's products are sold in over 150 countries and territories under the following brand names: Estée Lauder, Aramis, Clinique, Through the years Estee Lauder proceeded in creating and developing five new brands. Aramis, a line of prestige fragrance and grooming products for men, was launched in 1964. Clinique, the first dermatologist-guided, allergy-tested, fragrance-free cosmetics brand, followed in 1968. Prescriptives, a color authority with an advanced collection of highly individualized products, was founded in 1979. Lab Series Skincare for Men, specializing in men 's treatment, debuted in 1987.
MISSION
“Bringing the Best to Everyone We Touch and Being the Best in Everything We Do”
VISSION
“The global leader in prestige beauty: a well-diversified, brand-building powerhouse of unrivaled creativity and innovation.”
OBJECTIVES
LONG TERM
The company’s long-term objectives are based on five strategic imperatives: * Optimize brand portfolio * strengthen product categories * Strengthen and expand geographic presence * Diversify and strengthen distribution channels * Achieve operational and cost excellence
SHORT TERM
The company’s short-term objectives are based on: * Provide the market with new competitive products. * Increase profit * Improve quality
PEST ANALYSIS * Political factors
There are a lot consequences from the political environment in which an organization or company exists. The political environment does not only operate
Bibliography: Reviving Estée Lauder, the Beauty Queen 2013 [http://www.mcafee.cc/Classes/BEM106/Papers/2005/EsteeLauder.pdf] THE ESTÉE LAUDER COMPANIES OVERVIEW 2013 http://www.elcompanies.com/Pages/Fact-Sheet.aspx M.A.C 2013 http://dianajoines.files.wordpress.com/2009/09/mac-cosmetics.pdf The Estee Lauder Companies Inc. 2013 http://www.alacrastore.com/acm/2123_sample.pdf Our Culture “Estee Lauder” 2013~ [http://www.elcompanies.com/Pages/Our-Culture.aspx]