Marketing

Essay Marketing

The conducted situational analysis of Estee Lauder suggests that by its brand acquisition strategy it has succeeded to expand globally and gain its position in the top 3 of the biggest cosmetic companies. Although the beauty industry is very dynamic and competitive, Estee Lauder keeps up with its competitors by focusing on product and business innovation. EL has positioned itself on the market as a luxurious and high-quality beauty brand. By marketing segmentation, it adapts its marketing mix to...

Yet just a machine, the purchase of a car had become more an emotional purchase, than a rational one. The automotive industry is known for its complex business relationships, industry rivalry and dynamic environment. This report examines how a very “rational” brand, with the main scope of providing nothing, but the “bare necessities”, managed to succeed in the competitive UK market. The first part of this report discusses the company’s macro and microenvironment by comparing the domest...

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The information era has changed daily life and shopping. Companies seek a multilevel approach to communicate with their customers and focus is moved to digital channels. Although nowadays it is easier for companies to connect with a customer, it is much harder to continuously keep them engaged. The first chapters analyse Estee Lauder's marketing communications strategy and discuss prospects for the company. Engaging modern shoppers requires a customer-centred approach, focusing on various key e...