Strategic Analysis of Estée Lauder

This bachelor's thesis employs a mixed-methods approach, combining qualitative analysis with quantitative data analysis of market share and customer behavior to determine the competitive position of the company and identify potential opportunities for expansion and improvement. The thesis aims to conduct an extensive analysis of the external and internal environments and provide recommendations for the company's future development. Various research methods, such as PEST, Porter's Five Forces, and SWOT analyses, were employed to gain insights into the company's operations. The research examines the main elements that have shaped Estée Lauder's present market position in the US, such as distribution methods, product portfolio, adaptation to local preferences, and brand equity. The analysis concludes with strategic recommendations aimed at helping Estée Lauder maintain its competitive advantage and support long-term growth in the American cosmetics market. This thesis offers valuable insights for both academics and industry professionals by emphasizing the difficulty of customizing global brand strategies to the complexities of local markets.