Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 11 pages
Data source: Published sources
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https://casecent.re/p/19834
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Abstract
By 2003, due to the limited growth potential of its domestic market, AmorePacific, the largest cosmetic manufacturer of South Korea, was banking heavily on its expansion in the international markets. After establishing itself in the huge Chinese market, the company planned to enter the highly competitive French market with its perfume brand ''Lolita Lempicka''. The success of Lolita Lempicka in France gave the company enough impetus to enter into the lucrative markets of Europe and the US. The case highlights the innovative strategy implemented by AmorePacific to create its brand in the global cosmetic industry.
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Abstract
By 2003, due to the limited growth potential of its domestic market, AmorePacific, the largest cosmetic manufacturer of South Korea, was banking heavily on its expansion in the international markets. After establishing itself in the huge Chinese market, the company planned to enter the highly competitive French market with its perfume brand ''Lolita Lempicka''. The success of Lolita Lempicka in France gave the company enough impetus to enter into the lucrative markets of Europe and the US. The case highlights the innovative strategy implemented by AmorePacific to create its brand in the global cosmetic industry.