Strategic Analysis of Estée Lauder

Název práce: Strategic Analysis of Estee Lauder
Autor(ka) práce: Mammadzada, Ayan
Typ práce: Bachelor thesis
Vedoucí práce: Kupec, Václav
Oponenti práce: Krause, Josef
Jazyk práce: English
Abstrakt:
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.
Klíčová slova: Strategy; Estée Lauder; Strategic Analysis; Cosmetics Market
Název práce: Strategic Analysis of Estée Lauder
Autor(ka) práce: Mammadzada, Ayan
Typ práce: Bakalářská práce
Vedoucí práce: Kupec, Václav
Oponenti práce: Krause, Josef
Jazyk práce: English
Abstrakt:
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.
Klíčová slova: Estée Lauder; Strategy; Strategic Analysis; Cosmetics Market

Informace o studiu

Studijní program / obor: Bachelor of Business Administration
Typ studijního programu: Bakalářský studijní program
Přidělovaná hodnost: Bc.
Instituce přidělující hodnost: Vysoká škola ekonomická v Praze
Fakulta: Fakulta podnikohospodářská
Katedra: Katedra strategie

Informace o odevzdání a obhajobě

Datum zadání práce: 6. 10. 2023
Datum podání práce: 15. 5. 2024
Datum obhajoby: 17. 6. 2024
Identifikátor v systému InSIS: https://insis.vse.cz/zp/85831/podrobnosti

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