The Estee Lauder Group Essay Example | Topics and Well Written Essays - 3750 words

The Estee Lauder Group - Essay Example Estee Lauder Group was established in the year 1946 in New York by Estee Lauder and initially marketed four products along with a belief that â€Å"every woman can be beautiful†. The company operates in cosmetic industry and deals with luxury products. At present, it has many brands under its corporate authority (Estee Lauder Companies, 2011).Globalisation has made it possible for firms to expand their businesses in international market through extensive expansion of their products and services. The global expansion strategies of firms assist in gaining higher market share in the targeted markets within a short term period. Due to the global expansion strategy, the sales of the firms increase which result in increasing the profit of the firms.The Estee Lauder brands are well known and they have captured many markets. The global expansion will facilitate the existing brands to increase the sales that will assist in bringing more profits to the company with the existing product line.Mrs. Lauder had invented several products and brands. She had developed skin care solution and fragrance or scents that were accepted globally and gradually became famous.The Estee Lauder’s brand portfolio is diversified. The portfolio consists of classic, core brands, Lab Series, Aramis and Estee Lauder that have been able to set standards and has gained brand value in the entire prestige beauty industry. The origins, urban prescriptive and customized are the company’s category-defining lifestyle brand. ... The global expansion will facilitate the existing brands to increase the sales that will assist in bringing more profits to the company with the existing product line. Section 1: Estee Lauder: A Functional Domestic Structure 1.0 Internal & External Analysis 1.01 History Mrs. Lauder had invented several products and brands. She had developed skin care solution and fragrance or scents that were accepted globally and gradually became famous (Estee Lauder Companies, 2011). The Estee Lauder’s brand portfolio is diversified. The portfolio consists of classic, core brands, Lab Series, Aramis and Estee Lauder that have been able to set standards and has gained brand value in the entire prestige beauty industry. The origins, urban prescriptive and customized are the company’s category-defining lifestyle brand. From 2004, they had introduced several brands and have sold them through alternative distribution channels (Estee Lauder Companies, 2011). Aveda and Bumble and bumble, eac h in its own way, are foremost organisations in the prestige salon business. As men are more interested in grooming and treatment products, Lab Series Skincare and Clinique Skin Supplies for men are both balanced to confine a larger share of this emergent category (University of Pennsylvania, 2008). 1.02 Vision, Mission and Objectives The vision and mission statements of Estee Lauder is â€Å"bringing the best to everyone we touch†. By â€Å"the best† the company means the best products, ideas and people. These three foundations have been the trademark of Estee Lauder from the time it was established. These three pillars remain the foundation upon which the company has been able to succeed till date (Sample, 2006). The objectives of the