Cours:5-GI-KNM-S1/2024-25/Estée Lauder Turkey

Groupe: Estée Lauder Turkey

• Première étape : Recherche de l'entreprise et du contact

Nom de l’entreprise : Estée Lauder Turkey

Contact : Ege GÜNAY                   

• Deuxième étape : Définition de l'entreprise

Général

Company Overview

Estée Lauder Companies Inc., founded in 1946 by Estée Lauder and Joseph Lauder, is a leading multinational cosmetics corporation based in New York City. Renowned for its dedication to luxury, innovation, and quality, the company operates in over 150 countries and serves millions of customers with a broad spectrum of high-end beauty products.

Vision, Mission, and Values

• Vision: Estée Lauder's vision is to be the leader in prestige beauty globally, inspiring consumers to express their individuality through personalized and innovative products.
• Mission: To create the finest and most innovative products, delivering excellence and luxury to enhance every consumer's confidence and beauty.
• Core Values:
  • Creativity: Embracing innovation in all aspects of the business to push boundaries and redefine beauty.
  • Quality: Ensuring the highest standards in product development, packaging, and service.
  • Respect for Individuals: Fostering a culture of inclusivity and respect for diverse perspectives and backgrounds.
  • Integrity: Building trust with consumers and stakeholders through ethical practices.
  • Sustainability: Committing to responsible environmental practices and community impact.

Organization of the Enterprise

Estée Lauder Companies is structured to efficiently manage its expansive portfolio and global presence.

• Corporate Structure: The company operates as a publicly traded corporation listed on the New York Stock Exchange (ticker symbol: EL).

It is governed by a Board of Directors and led by a CEO, currently Fabrizio Freda, who oversees the strategic vision of the company.

• Regional Divisions: Estée Lauder operates through geographic regions, such as:
  • North America
  • Europe, Middle East, and Africa (EMEA)
  • Asia-Pacific

These divisions are responsible for localizing global strategies and managing market-specific challenges.

• Brand Management Teams:Each brand under Estée Lauder has dedicated leadership teams focused on maintaining the brand’s identity, ensuring product innovation, and driving global growth.
• Functional Departments:Core functions include:
  • Research and Development (R&D): Focused on innovation in skincare, makeup, and fragrance.
  • Marketing: Leading digital, social, and traditional campaigns.
  • Sales and Distribution: Ensuring product availability across multiple channels.
  • Sustainability and Corporate Responsibility: Developing eco-friendly strategies and community outreach programs.

Business Domains and Product Categories:

Estée Lauder’s core product offerings span multiple domains:

• Skincare: High-margin and fast-growing, skincare contributes significantly to the company's revenue, with standout brands like La Mer and Estée Lauder driving innovation in anti-aging and hydration technologies.
• Makeup: Known for quality and versatility, brands like MAC and Bobbi Brown cater to both professionals and everyday consumers.
• Fragrances: Jo Malone and Tom Ford Beauty provide niche and luxury perfumes, catering to a discerning clientele.
• Haircare: Through Aveda, Estée Lauder offers plant-based, cruelty-free solutions for hair health.
• Digital Personalization Tools: Increasingly, Estée Lauder leverages AI and AR to enhance product recommendations and consumer experiences.

Market Position and Competitors

Estée Lauder is one of the most prominent players in the global beauty industry.

• Market Leadership: Estée Lauder holds a leading position in the prestige beauty segment, commanding significant market share in skincare and makeup. It has consistently outperformed competitors by combining luxury branding with advanced product innovation. Key Competitors:
  • L’Oréal Group: A primary competitor with a larger footprint in the mass-market beauty sector, though L’Oréal Luxe rivals Estée Lauder in the premium segment.
  • Shiseido: Known for its strong presence in Asia, focusing on skincare and holistic beauty.
  • Coty Inc.: Competes in fragrances and makeup through brands like Gucci and CoverGirl.
  • Procter & Gamble: Although focused on mass-market products, it poses indirect competition in haircare and skincare.
  • Luxury Fashion Houses: Chanel, Dior, and Hermès are key competitors in the luxury fragrance and beauty markets.

• Market Strategy:Estée Lauder focuses on:
  • Expanding in emerging markets such as China and India.
  • Leveraging digital transformation to drive e-commerce sales.
  • Innovating with sustainability-focused products to align with eco-conscious consumer trends.

Global Presence:

Estée Lauder's success is built on its strategic global expansion:

• Retail Dominance: Operates in luxury department stores like Harrods and Nordstrom.
• Travel Retail: Estée Lauder leads in duty-free sales, a lucrative market segment.
• E-commerce Growth: Online sales now account for a significant portion of total revenue, aided by AR-based virtual try-ons and personalized recommendations.
• Emerging Markets: Aggressive expansion in Asia-Pacific, with a particular focus on China, where demand for luxury skincare is surging.

Financial Performance

• Revenue: In 2023, Estée Lauder reported revenues exceeding $17 billion, with significant contributions from skincare (44%), makeup (34%), and fragrances (20%).
• Growth Drivers: Skincare remains the fastest-growing segment, while e-commerce and travel retail have provided stability despite market fluctuations.
• Stock Performance: Shares of Estée Lauder (NYSE: EL) consistently perform well, reflecting investor confidence in its premium positioning and global strategies.

Challenges and Opportunities

Challenges:

• Post-Pandemic Recovery: Balancing brick-and-mortar and online sales post-COVID.
• Supply Chain Issues: Global disruptions impacting raw material availability.
• Intense Competition: Constant innovation required to stay ahead of competitors.

Opportunities:

• Digital Transformation: Expanding its AI capabilities to enhance personalization.
• Emerging Markets: Growing middle-class populations in Asia and Africa represent vast untapped potential.
• Sustainability Leadership: Consumers are increasingly drawn to brands with strong environmental commitments.

• Troisième étape : Définition du contact

• Quatrième étape : Création du questionnaire
• Questions About Estee Lauder as a Company

Could you provide an overview of Estee Lauder’s structure, including its size, legal status, and key industries? Who are your primary customers, partners, and suppliers? What are the company’s main sources of financing? What is Estee Lauder’s position in the market? Does the company hold a monopoly in any area, or does it face direct or indirect competition? What are your short- and long-term strategic goals, both nationally and internationally? How does Estee Lauder approach product and service development? Could you elaborate on the evolution of your offerings? What are the core values of Estee Lauder, and how are they reflected in day-to-day operations?

• Questions About Your Role

Could you detail your position at Estee Lauder, including your tenure, the departments you interact with, and your working environment? What is your academic background, and how has your career path developed at Estee Lauder? Have you taken on leadership or training roles within the company? If so, could you share your experiences? Beyond your daily responsibilities, have you contributed to other projects or events at Estee Lauder?

• Questions About Knowledge Management at Estee Lauder

How does Estee Lauder ensure that lessons learned from one project are transferred to subsequent projects? What tools and platforms are used for knowledge sharing, such as seminars, guidelines, or digital tools? How are new employees integrated into the company’s knowledge management practices? What challenges do you face in knowledge transfer, and what measures have been implemented to address these issues? How is knowledge sharing facilitated in long-term supplier management processes?

• Questions About Human Resources

How does Estee Lauder identify and retain employees with critical expertise? What are the key focus areas in your training programs for employee development? How are human resources processes aligned with the company’s strategic goals, and how is their effectiveness measured?

• Questions About Information and Work Resources

How does Estee Lauder manage documentation to ensure accessibility and up-to-date information? How are visual management techniques used to make knowledge more comprehensible and accessible? What collaboration platforms does Estee Lauder use to facilitate knowledge sharing and teamwork? How does your content management system support quick access to information and search processes?

• Questions About Work Processes and Environment

How are work processes documented and shared to ensure clarity in tasks and responsibilities? How are training processes aligned with work processes? How do workspace layouts (e.g., open offices) impact team communication and knowledge sharing? What agile management practices are employed to enhance team flexibility and adaptability?

• Questions About External Relations

How does Estee Lauder share knowledge and experience from projects with other organizations? How are events like conferences or collaborations used to strengthen knowledge management processes?

• Questions relatives aux articles scientifiques

Les Articles: https://www.sciencedirect.com/science/article/pii/S0959652621037707 https://www.sciencedirect.com/science/article/pii/S2444569X2300046X https://www.sciencedirect.com/science/article/pii/S1877050923016496

• KM and Business Strategy (Ref: A Systematic Review of Knowledge Management and New Product Development Projects)

How does Estée Lauder integrate knowledge management into its overall business strategy and sustainability practices? Can you provide examples of how KM has contributed to innovation, efficiency, or sustainability goals?

• KM and Performance (Ref: Past, Present, and Future of Knowledge Management for Business Sustainability)

How do you measure the effectiveness of KM initiatives in achieving both business and sustainability objectives?

• KM and Innovation (Ref: A Systematic Review of Knowledge Management and New Product Development Projects)

How does Estée Lauder use KM to foster innovation in new product development and manage global challenges like sustainable supply chains?

• Cross-functional Collaboration (Ref: Past, Present, and Future of Knowledge Management for Business Sustainability)

What role does cross-functional knowledge sharing play in product innovation and addressing ecological challenges at Estée Lauder?

• Technology in KM (Refs: A Systematic Review of Knowledge Management and New Product Development Projects; The Role of Knowledge Management in the Internationalization of Enterprises)

What tools or technologies does Estée Lauder use to manage, analyze, and share knowledge effectively, particularly in global operations? How does technology enable real-time KM and adaptation to diverse markets?

• KM and Cultural Diversity (Ref: The Role of Knowledge Management in the Internationalization of Enterprises)

How does Estée Lauder use KM to address cultural and language differences during international expansion?

• Risk Management (Ref: The Role of Knowledge Management in the Internationalization of Enterprises)

Can you share examples where effective KM enabled Estée Lauder to mitigate risks or adapt to unfamiliar market events?

• KM Trends and Future (Refs: All Articles)

What recent trends in KM do you foresee shaping the future of product innovation and global business sustainability at Estée Lauder? How do you envision the role of KM evolving to maintain Estée Lauder’s competitive edge in the market?

• Cinquième étape : Réalisation de l'entretien
• Informations sur l'entreprise

Aperçu de la structure d'Estée Lauder :

The Estée Lauder Companies est un leader mondial coté en bourse dans l’industrie de la beauté et des soins personnels, dont le siège est situé à New York. Présente dans plus de 150 pays, l’entreprise génère un chiffre d’affaires annuel dépassant les 16 milliards de dollars et emploie environ 65 000 personnes à travers le monde. Estée Lauder gère un portefeuille diversifié de marques emblématiques dans les segments des soins de la peau, du maquillage, des parfums et des soins capillaires. Parmi ces marques figurent Estée Lauder, Clinique, MAC, Bobbi Brown, La Mer, Kilian, Balmain, Darphin, Frédéric Malle, Tom Ford Beauty et Aveda. Réputée pour son innovation et ses initiatives en matière de durabilité, l’entreprise bénéficie d’une forte présence dans les espaces de vente au détail et numérique, stimulant sa croissance grâce à des acquisitions stratégiques et un engagement constant envers le luxe et la qualité.

Principaux clients, partenaires et financement :

Estée Lauder s’adresse principalement aux marchés B2C et B2B, touchant les consommateurs individuels via ses plateformes de vente au détail et numériques tout en collaborant avec des entreprises comme les géants du commerce en ligne Trendyol et Hepsiburada. L’entreprise travaille également en étroite collaboration avec des agences médias pour renforcer la visibilité de ses marques. Estée Lauder adopte une approche équilibrée du financement, exploitant des actions, des dettes, des investissements, des acquisitions stratégiques et des flux de trésorerie opérationnels solides. Ces outils financiers diversifiés permettent à l’entreprise de soutenir sa croissance, de financer des projets innovants et de maintenir sa position de leader dans l’industrie mondiale de la beauté.

Position sur le marché :

Estée Lauder est un acteur mondial majeur dans l'industrie de la beauté et des soins personnels, mais elle ne détient pas de monopole. Opérant sur un marché hautement concurrentiel, l'entreprise fait face à une concurrence directe et indirecte dans toutes ses catégories de produits. Reconnue pour son leadership dans le secteur de la beauté de luxe, Estée Lauder est particulièrement forte dans les segments haut de gamme des soins de la peau, du maquillage et des parfums. Elle rencontre une concurrence directe de marques de luxe telles que le groupe L'Oréal, Shiseido et Chanel Beauty.

Objectifs stratégiques à court et à long terme :

À court terme, Estée Lauder vise à développer sa présence dans le commerce électronique, à améliorer ses stratégies de marketing personnalisé et à renforcer ses partenariats avec les principaux détaillants aux États-Unis. À l’international, l’entreprise se concentre sur sa croissance dans des marchés émergents comme la Chine et l’Inde, l’expansion de son secteur du commerce de voyage et l’adaptation de ses offres aux marchés locaux. À long terme, Estée Lauder aspire à devenir un leader en matière de beauté durable, à innover dans le domaine des soins de la peau de luxe et à diversifier son portefeuille de marques sur le marché national. À l’international, elle prévoit de renforcer sa présence dans la région Asie-Pacifique et sur les marchés sous-desservis, d’accélérer la croissance omnicanale et d’investir massivement dans les initiatives de transformation numérique.

Approche en matière de développement de produits et services :

Estée Lauder met l'accent sur l'innovation, les tendances des consommateurs et des formulations de haute qualité pour le développement de ses produits et services, garantissant que ses offres restent attrayantes sur des marchés variés. L’entreprise investit considérablement dans la R&D, collabore avec des dermatologues et des scientifiques, et utilise des technologies avancées pour créer des soins de la peau, du maquillage et des parfums à la pointe de l’innovation. Fondée en 1946 avec quatre produits de soins de la peau, Estée Lauder s’est diversifiée dans le maquillage et les parfums, et a acquis des marques de luxe et de niche telles que La Mer et Jo Malone. Ces dernières années, elle a adopté des outils numériques, des offres personnalisées et des pratiques durables, évoluant continuellement pour répondre aux attentes des consommateurs tout en maintenant sa réputation de qualité et d'innovation.

Valeurs fondamentales et opérations quotidiennes :

Les valeurs fondamentales d’Estée Lauder—créativité, innovation, intégrité, inclusion et durabilité—sont au cœur de ses opérations.

La créativité et l'innovation alimentent le développement de solutions de beauté innovantes adaptées aux besoins des consommateurs. L'intégrité garantit un approvisionnement éthique, des pratiques transparentes et le respect de normes de qualité élevées pour toutes ses marques. L'inclusion se reflète dans une main-d'œuvre diversifiée et des initiatives visant à représenter et à autonomiser tous les consommateurs. La durabilité est une priorité essentielle, visible dans les emballages écologiques, les initiatives de réduction des émissions de carbone et l'approvisionnement responsable des ingrédients.