Estée Lauder: The Family-owned Cosmetic Manufacturer's Growth Strategies
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Code :FMB0004
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Region : USA
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Abstract: Since its inception in the 1930s, Estée Lauder grew from a cream maker to a cosmetic giant in the US under the leadership of three generations of Lauders. Despite the rising competition and its continued dependency on departmental stores for sales, the company clocked revenues of $6.34 billion in 2005. With over 26 brands in various categories, its products are sold in 130 markets worldwide. |
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Pedagogical Objectives:
Keywords : Estee Lauder; Growth strategies; Growth Strategies Case Study; Cosmetic and skin care industry; Family run businesses; Leonard and William Lauder; Product distribution and marketing; US economic growth of 1920s; Free sample distribution; Departmental stores in US; Youth Dew; The Estee Lauder family; Origins; Clinique; Product expansion; Acquisitions and licensing agreements
Contents :
» The Initial Years of the Iconic Cosmetic Manufacturer
» Family Values: The Company’s Growth under Two Generations of Lauders
» The Future of the Family Business Saga
