This presentation analyzes Estee Lauder's business strategy in the context of trade theory and the Single European Market (SEM). It begins with an overview of the company, including its products, revenue, and founders. The analysis employs the Product Life Cycle theory to assess Estee Lauder's current location relative to its major competitor, Revlon, in the US market. The presentation highlights advantages such as customer preference for quality skincare and willingness to pay higher prices, alongside disadvantages such as pricing and the cost of chemical compositions. The analysis extends to the SEM, examining the challenges posed by competitors like L'Oréal and the advantages of lower trade expenses and customer acceptance of high-priced products. The presentation identifies the competitive advantages and disadvantages in both the US and the SEM, concluding with a summary of the company's position and recommendations for future strategies.
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