Estee Lauder

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Estee Lauder Companies, Inc. 1.0 Overview (Chronology) Estee Lauder, the founder of what is now a major cosmetics empire, started her business with a single jar of face cream that was mixed by her uncle, a chemist. Today, based in New York City, Estee Lauder is a manufacturer and marketer of four cosmetics product lines, like skin care, makeup, fragrances, and hair care products. These products are sold in over 130 countries and territories under different brand names, such as Estee Lauder, MAC, Bobbi Brown, Clinique, Aveda and so on. The company has 26 brands and employs over 22,000 people worldwide. A young entrepreneur named Estee Lauder founded that being young, beautiful and youthful are common thought and feel to everyone, man…show more content…
Estee Lauder Companies, Inc. should emphasize on the markets, self concept and concern about public images. Estee Lauder Companies, Inc. Modified Mission: • Estee lauder’s mission is to become the world class leader in cosmetic (3, 2) by producing innovative and high quality product (4) targeting on new customer segment and loyalty (1). We also concern about building partnership with genuine sense of responsibility to our suppliers, retailers and employees (9) based on fairness, honesty and trust (6), at the same time reward them with healthy financial soundness (5). Eliminate waste and reduce inefficiencies in order to provide maximum value to our customers (8). After some modification we have come up with a new mission statement that are wider in scope and contain all nine mission statement components. This mission statement also includes the firms market, self concept and concern for employees which is not in the previous mission statement. Estee Lauder Companies, Inc. 3.0 Situational Analysis: 3.1 Internal Analysis 3.1.1: An Internal Factor Evaluation Matrix for Estee Lauder Company Inc. |Key Internal Factors |Rating |Weight |Weighted Score |

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