Estee's Lauder Case Study Analysis

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INTRODUCTION The Estĕe Lauder Company was founded in 1946 by Mrs. Lauder and her husband , Joseph Lauder. Estėe Lauder was always interest in beauty and began her business selling the skin care products her chemist uncle John Schotz develop. The Beuty,youth, and “forever young” are common themes in the personal products industry. Estėe Lauder began to targeting high-class customer by selling her products exclusively through boutiques and department store. Estėe Lauder established its first department store account with Saks Fifth Avenue in New York. A small sampling of the brand names marketed by Estée Lauder include: Estée Lauder, Clinique, American Beauty, and Flirt. The first products sold were Super Rich All Purpose Creme, Creme Pack, Cleasing Oil, and Skin Lotion. Other wise, this company to produces Perfume, and actually more to product cometic to women. Today Estėe Lauder has 28 brands, sells products in over 150 countries and territories, and employs over 31200 people in worldwide. 1) FIRM’S EXISTING VISION, MISSION, OBJECTIVES, AND STRATEGIES In this case, the company Estėe Lauder only had the vision only. As for the objectives and mission of the company is not developing. Vision developed as follows “Bringing the best to everyone we touch and being the best in everything we do”. By "The best", Estée Lauder means the best products, the best people and the best ideas what the statement in the case. Even though, companies have raised their vision, but they do not show significant clarity. 2) VISION AND MISSION STATEMENTS FOR THE ORGANIZATION Thus, we have developed the new vision because stated vision is not clear. In addition, we also develop the appropriate mission for Estėe Lauder companies because in this case they do not prepare their own mission. To clarify the vision set out in this case, we developed one vision that is ” all products

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