Estée Lauder - Mini Case Study
Estée Lauder Companies, EL
Estée Lauder was founded in 1946 and since has become one of the world’s leading manufacturer and marketer of beauty products including makeup, skin care, fragrance and hair care products. Their brands include Estee Lauder, Aramis, Clinique, Origins, Bobbi Brown, La Mer and Aveda (Estee Lauder Companies, 2015). Etsee Lauder has maintained a presence in the world beauty industry, marketing to a wide age span from teenagers to seniors. Baby boomers are hitting middle age with money to spend on anti aging products; this provides Estee Lauder with a huge opportunity to capitalize on the shifting age demographics, which seem to be in their favor at the moment.
Estee Lauder Company is traded on the New York Stock Exchange with a ticker symbol of EL. Their initial public offering was November 16, 1995, with a price of $26 per share (Estee Lauder Companies, 2015). Currently there are 15,300 employees and sales around $3 billion per year (Estee Lauder Companies, 2015). Main competitors of Estee Lauder include The Procter & Gamble Company, L’Oreal and Coty Inc.
Operating risk is described as “probability of loss due to changes in demand, input costs, management, obsolescence, operating leverage, prices, and such factors (Business Dictionary.com, 2015). Estee Lauder faces many operating risks. Estee Lauder faces increased competitive activity from other companies in the beauty industry. They also must develop and produce new products to stay competitive. Another issue facing the company is the consolidations and reorganizations of the retail industry that can cause a decrease in the number of stores that carry their products and along those lines is retail chains stocking less inventory, thus ordering less. There are also issue when operating in a global industry, international laws and regulation in the production of products, currency fluctuation...