국제경영 Lolita Lempicka 롤리타렘피카의 성공사례분석(영문)

국제경영 Lolita Lempicka 롤리타렘피카의 성공사례분석(영문) [국제경영] Lolita Lempicka 롤리타렘피카의 성공사례분석(영문).pptx 목차 1.Why Lolita Lempicka? 2.About Amore Pacific 3.Why Perfume? 4.France Benefits in cosmetic business 5.3 Key problems they faced 6.“Go Native” Strategy 7.Marketing Strategy 8.Consequence 9.Conclusion 10.Sources 본문 No understanding of Western Culture - The failure of the fist product line of Europe S.A - Amore Pacific could not sell any product Hardly accessing to French Know-How - It takes time for ‘learning’ to know different country - Learning Curve Operating with Native people - Hired French cosmetic experts - No Korean in Amore Pacific Europe now Licensing the native brand Licensed French designer brand “Lolita Lempicka” - Positioned as a French product 본문내용 ion” (Globalization + Localization) Why Lolita Lempicka? Description Korean Provider of Cosmetics (78%), Personal care (16%), and healthcare products (6%) About Amore Pacific Vision World’s Top 10 Cosmetics companies by 2015 Place Seoul: Head quarter 9 Overseas subsidiaries Brands Revenue: 1 Billion € Profit: 122 Million € Korea 90 Unit:% France 6 Key Figures Others 4 Nature of perfume industry 참고문헌 http://www.lolitalempicka.co.kr/ http://www.amorepacific.com/index.jsp 프랑스 화장품 시장 동향 2006 (한국보건산업진흥원 수출통상팀) 정구현, 2008, 한국기업의 글로벌경현, 위즈덤 하우스 최진아, 2006, 초국적 산업에서의 후발기업 전략 : (주) 태평양 사례, 국제경영리뷰 Womens Wear Daily, 2004 Johnsm Geoffrey G et al, (2003), LOreal and the Globalization of American Beauty, Harvard Business School case