Strategic Analysis of Estee Lauder

Thesis title: Strategic Analysis of Estee Lauder
Author: Mammadzada, Ayan
Thesis type: Bachelor thesis
Supervisor: Kupec, Václav
Opponents: Krause, Josef
Thesis language: English
Abstract:
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.
Keywords: Strategy; Estée Lauder; Strategic Analysis; Cosmetics Market
Thesis title: Strategic Analysis of Estée Lauder
Author: Mammadzada, Ayan
Thesis type: Bakalářská práce
Supervisor: Kupec, Václav
Opponents: Krause, Josef
Thesis language: English
Abstract:
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.
Keywords: Estée Lauder; Strategy; Strategic Analysis; Cosmetics Market

Information about study

Study programme: Bachelor of Business Administration
Type of study programme: Bakalářský studijní program
Assigned degree: Bc.
Institutions assigning academic degree: Vysoká škola ekonomická v Praze
Faculty: Faculty of Business Administration
Department: Department of strategy

Information on submission and defense

Date of assignment: 6. 10. 2023
Date of submission: 15. 5. 2024
Date of defense: 17. 6. 2024
Identifier in the InSIS system: https://insis.vse.cz/zp/85831/podrobnosti

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