아모레 퍼시픽 국제경영전략(영문)

아모레 퍼시픽 국제경영전략(영문)

아모레 퍼시픽 국제경영전략(영문).pptx

목차 1. introdution 2. Why? abroad 3. Launch to China 4. Culture diffrence 5. solution 6. conclusion 본문 Amore Pacific has a vision which is Asian Beauty Creator and they changed their company name from 태평양 which means the Pacific in Korean into Amore Pacific June, 2006. Amore Pacific has various brands that include 라네즈, 아이오페, 헤라, 설화수 and they has placed the first class in domestic market. However they didn't satisfied with this position, therefore they set a goal to sell 4 billion dollars 2015, and to capture 30% of the total sales in overseas markets. And ultimately, they want to be a global top 10 beauty company. When Amore Pacific went abroad, the cosmetic market in Korea had reached a plateau. And a lot of cosmetic brands which has low prices launched and promoted aggressively. Also global companies that have a strong brand power entered domestic market and captured 30% of the market. After these threats arose, Amore Pacific realized domestic market had been saturated, so made a decision to go abroad. In the future global cosmetics market, the advanced economies of North America and Western Europe are expected to slump, and the developing markets of Asia and South America will take the lead. At that time, almost all global businesses would focus on those emerging markets, leading to high competition. Even so, the AmorePacific brand will continue to advance overseas through country-specific strategy. In Asia and other emerging markets, we will push to advance, and in the developed markets, we will raise our image by focusing on the prestige brand lines such as Sulwhasoo and AmorePacific. That is our global company strategy. Amore Pacific is particularly concentrating on China, French and the Americas as aimed areas. By entering these regions, they are achieving their global vision. 키워드 Pacific, they