Suh Kyung-Bae, who was the President and the CEO of a South Korean cosmetics company, was reputed for his immense passion for globalization. AmorePacific had earned a strong brand name in its local market, so much so that it has successfully gauge the entire market share, thus gaining an immediate edge over the other multinationals like L’Oreal and Estee Lauder. The case takes the reader to clearly understand the company’s standing and the available opportunities for them in the Korean, French, U.S and the Chinese market. Like every other global organizations, AmorePacific too aimed to function as one of the top 10 cosmetics company in the world, while targeting sales as much as $4 billion by 2015 (with 1.2 billion to be earned abroad). As a global company, one of the deepest challenge on hand was that AmorePacific amounted to more than the sum of its country’s part, this in itself was a test involving profound differences across the countries.
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