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    Amore Pacific Case

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    prat1401
    Amore, Amore Pacific, Case study, International expansion, marketing strategy, market entry strategy, Korean cosmetics

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    © All Rights Reserved
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    Amore Pacific Case

    Uploaded by

    prat1401
    1K views5 pages
    Amore, Amore Pacific, Case study, International expansion, marketing strategy, market entry strategy, Korean cosmetics

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    © © All Rights Reserved

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    PPTX, PDF, TXT or read online from Scribd

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    Amore, Amore Pacific, Case study, International expansion, marketing strategy, market entry strategy, Korean cosmetics

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1K views5 pages

    Amore Pacific Case

    Uploaded by

    prat1401
    Amore, Amore Pacific, Case study, International expansion, marketing strategy, market entry strategy, Korean cosmetics

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 5

    AMORE PACIFIC CASE

    Dr Soma Arora

    The
    Transformation
    Category
    Initial position

    Repositioning

    Market Position

    Large / established share


    built in a protected market

    Focusing only on skincare,


    exiting other businesses

    Marketing

    Historic strength at
    marketing [ mass media
    advtsg since 1955, beauty
    mag since 1958, pageant in
    1976]

    Adopted MNC style brand


    pyramid , trimming the
    number of brands offered

    Product Mix

    Strong new product pipeline


    [ 3 new lines ready for
    introduction ]

    Successful launch of new


    brands

    Distribution

    Broad coverage with historic


    strength in door-to-door
    sales

    Built chain of speciality


    stores, restructured
    department stores to match
    MNC single brand counters

    Cost management

    Good financial structure

    Grew economies of scale

    Home country advantage

    In korea consumers have


    unique preferences [ using
    20 products per day ],

    Refocused to sustain lead in


    market with above avg
    defense.

    CAGE ANALYSIS

    COUNTRY

    CULTURAL

    ADMINISTRATI
    VE

    GEOGRAPHIC

    CHINA

    Hallyu Korean
    wave
    Linguistics
    similarities
    Traditional
    medicine
    Religious and
    moral
    systems
    rooted in
    Buddhism,
    Confucianism

    The colonial
    Very close
    rule
    only 510
    Different
    miles
    political and
    Strong infra
    economic
    supports ,
    system but
    linkages
    generally
    Historic
    good relations
    common land
    border

    China poorer
    but rapidly
    growing
    GDP
    percapita PPP
    5,600$ vs
    19200 $ for
    Skorea.

    USA

    Very distant
    cultures
    Close
    business and
    military ties

    Close security
    cooperation
    since Korean
    war

    Very far, 6906


    miles

    Richer and slow


    growth USA ,
    40100$

    France

    Very distant
    culture
    Very limited
    connections

    Limited
    administrative
    linkages

    Very far , 5560


    miles

    Richer and slow


    growth 28700$

    CAGE ANALYSIS

    ECONOMIC

    RECOMMENDATIONS
    ASIAN MARKET COVERAGE
    PACE OF EXPANSION
    LEARNING CURVE

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