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Estee Lauder Debrief

In: Business and Management

Submitted By JUbisnhum
Words 924
Pages 4
Estee Lauder Inc. is one of the most successful and most popular cosmetic brands in a very competitor cosmetic industry. In this analysis we have determined the top competitors for Estee Lauder by extrapolating a list of key criteria. The first key criterion is market share. Market share is essential in determining how each of Estee Lauder’s competitors is like to capture more or less share of the cosmetic industry based on the competitor’s current position in the market. The next criterion we examined is gross revenue, which is similar to market share in determining how large or small competitors are compared to Estee Lauder based on earnings. Another criterion is quality, this criterion is more subjective; however, we confidently believe that quality could be based on pricing, location, and availability of products. Moreover, Estee Lauder’s competitors may have a higher or lower quality product compared to Estee Lauder based on these factors. After considering these criteria, we have determined seven major competitors, three of which are considered major competitor while the other four would be considered less competitive competitors.
Among the seven competitors Procter & Gamble, Avon, L’oreal, Coty Inc, Revlon, Shishedo, Bare Essential, the top three competitors that are fit in our criteria in cosmetic and personal care product manufacturing industry are Procter & Gamble, L’Oreal, and Coty Inc. The first reason is that their market capitals are very competitive. Based on the financial reports 2011, the market capital of Procter & Gamble is the highest score, and the least is COTY Inc, but the earning per share of L’Oreal is the highest revenue among these competitors. It earns $44.77/share comparing to Estee Lauder $23.90/share and P&G $28.90/share. These three companies have the highest revenue in cosmetic and beauty care industry. Procter and Gamble earns

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