Abstract
This paper analyzes the factors that contribute to Estee Lauder's dominant position in the daily chemical industry. In this paper, we investigate the company’s strategies, accountings, risk estimates and future prospects. In the strategy analysis, the 4P analysis method is adopted to analyze its advantages from the aspects of the price, place, promotion and product and the company’s strategies under the COVID-19 pandemic. In accounting part, we have analyzed merging and acquisition, liquidity and efficiency of this company. We compare the debt-equity ratio, current ratio, quick ratio and turnover ratio to another company, Unilever, to analyze the advantages in accountings for Estee Lauder group. In the discussion part, this paper analyzes the risks faced by Estee Lauder group based on the real case, and makes an analysis of the future development prospects. This paper finds that Estee Lauder can remain invincible in the competition mainly due to its accurate market segmentation and effective financing strategies such as merger and acquisition of other companies. Through the analysis of Estee Lauder's competitive advantage, this paper provides some ideas for other small enterprises in decision-making and marketing.
Highlights
The personal products sector of the consumer goods industry includes manufacturers of personal and beauty care products, which belong to consumer staples
Estée Lauder Group is one of the largest premium cosmetics multinational manufacturer and marketer over the world, whose success is based on its commitment of "bringing the best feeling to everyone we come in contact with"
Estee Lauder is paying more attention on its skin care products, which remain the fastest growing speed in the beauty market. It not means Estee Lauder is ready to give up the cosmetics, but searches more innovations to digest the sluggish sales in the category
Summary
The personal products sector of the consumer goods industry includes manufacturers of personal and beauty care products, which belong to consumer staples. The most active companies in the market include key players, like Unilever, The Estée Lauder Inc and Coty. The Estée Lauder Group is a world leader in the cosmetics industry, producing and marketing high-quality skin care, makeup, fragrance and hair care products that are sold in more than 130 countries around the world. The Estée Lauder Group has built a family of brands with a unique balance. The marketing techniques that have been commonly adopted by many cosmetic brands: product trials, gift-giving with purchases, and promoting women to shop for their own fragrances were all first innovated by Estee Lauder. Estee Lauder's product style is refined in research and development and refined elegance, and its thematic products are skincare, color cosmetics and fragrance products. We analyze the potential risks of Estee Lauder in various aspects and make forecasts for the future
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