[AMOREPACIFIC: FROM LOCAL TO GLOBAL BEAUTY]

2000-12491

October 22, 2008

1. What do you imagine might be the obstacles to globalizing cosmetics?

1
. , , .2
Globalization , Host
country .

2. Which of the three countries would offer the highest returns to additional investments of resources and managerial
attention? And where, if at all, should resource commitments be reduced?
ROI . 1) 3, 2)
( )4
, 3) product line
cost .

Chinese market would offer

the highest return than any

other market.

Economy of scale

, , Late mover disadvantage ,

.

3. How concerned should CEO of AmorePacific be about the diversity of approaches being taken in the three major
countries/regions?
1 , ,
. CEO
.
, , ,
, ,
low-end nich ,
Beauty Gallery SKU brand launching , .
,

1
2
3
4

Article p2
, , ., http://www.chosun.com/site/data/html_dir/2008/03/28/2008032800587.html
, 2
Article p11

Based on business case of Harvard Business School: 9-706-411 AmorePacific: From Local to Global Beauty

page:

[AMOREPACIFIC: FROM LOCAL TO GLOBAL BEAUTY]

October 22, 2008

2000-12491

, .
, , 10
, .

4. How could AmorePacific ensure that as a global company, it amounted to more than the sum of its country parts?
. , Glocalize
. ,
. Product mix ,
, .
, , 2015 10
.5

5. Did AmorePacific need to think about inorganic growth acquisitions or joint ventures-as a way of boosting international
growth rates?
, acquisition joint venture, co-branding
. Credibility 6 , acquisition joint venture, cobranding Credibility . , acquisition ,
joint venture co-branding ( ) ,

5
6

2007
Article, Exhibit 12

Based on business case of Harvard Business School: 9-706-411 AmorePacific: From Local to Global Beauty

page:

LOreal, P&G, Unilever .