The Analysis of Estee Lauder Group's Dominant Position Factors

Abstract

This paper analyzes the factors that contribute to Estee Lauder's dominant position in the daily chemical industry. In this paper, we investigate the company’s strategies, accountings, risk estimates and future prospects. In the strategy analysis, the 4P analysis method is adopted to analyze its advantages from the aspects of the price, place, promotion and product and the company’s strategies under the COVID-19 pandemic. In accounting part, we have analyzed merging and acquisition, liquidity and efficiency of this company. We compare the debt-equity ratio, current ratio, quick ratio and turnover ratio to another company, Unilever, to analyze the advantages in accountings for Estee Lauder group. In the discussion part, this paper analyzes the risks faced by Estee Lauder group based on the real case, and makes an analysis of the future development prospects. This paper finds that Estee Lauder can remain invincible in the competition mainly due to its accurate market segmentation and effective financing strategies such as merger and acquisition of other companies. Through the analysis of Estee Lauder's competitive advantage, this paper provides some ideas for other small enterprises in decision-making and marketing.