Estée Lauder: The Family-owned Cosmetic Manufacturer's Growth Strategies


Code :FMB0004

Year :

Industry :Home Appliances and Personal Care Products

Region : USA

Teaching Note:Available

Structured Assignment :Available

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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:

  • To discuss the growth of the Estée Lauder empire under three generations of Lauders
  • To discuss and compare the marketing strategies adopted by the three generations
  • To discuss the growing challenges the company is facing and the strategies being adopted by the third generation of Lauders in their attempt to disprove the traditional wisdom that family-run businesses don't pass three generations

    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

    Case Introduction >>

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