Amore Pacific

AmorePacific, the chief within the Korean market for beauty merchandise, was established in 1945 with a strong focus on researching and developing merchandise based mostly on Korean residence treatments. The company 1959, listed its shares within the Korea Stock Exchange in 1973, and altered its name to AmorePacific Corporation in 1993. Industry dynamics and tempo of development at Amore Pacific accelerated tremendously during the Nineties. Domestically, anticipated entry by multinationals forced major modifications in corporate and business strategy with a rigorous refocus on cosmetics by the mid-1990s, slashing of associates and reduction of headcount.

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[At the enterprise level, it repositioned itself and its manufacturers domestically and deepened its commitments by investing in product improvement and manufacturing as properly as marketing/distribution in selected foreign markets, gearing itself for the challenges of the new millennium.

Suggested Assignment Questions

  1. Where does AmorePacific make most of its money? How has it been in a position to dominate the Korean market towards native companies such as LG Household and Healthcare (HHC)? Against multinationals similar to L’Oreal?
  2. Assess the efficiency of MNC’s – how do they compare against native competitors? What are the reasons for local companies outperforming MNC’s?
  3. Which of AmorePacific’s three principal international targets—France/Europe, China and the United States—seems the most promising? Should a penetration strategy for the U.

    S./Europe differ from that for China?

  4. What different recommendations would you make to Suh Kyung-Bae about AmorePacific’s internationalization?

Case Analysis

AMORE PACIFIC’s initial exploration of exporting face powders to USA based Coty, coupled with its robust market share in Korea, and its strength in herbal/ residence cures all paved the greatest way for a profitable entry into the worldwide area.

But this path was not without the preliminary bumps as AmorePacific had a sluggish start; success only came about after deep understanding of the assorted overseas markets along with committed R&D and infrastructure investment. The largest future challenge for AmorePacific is achieving synergy across its major markets and continuing with further expansions into new markets/ international locations. For this a comprehensive technique outlining products, production/ sourcing, advertising and distribution is required. This is important because in a very numerous world, many overseas contexts might be alien to many of the managers who should resolve on cross-border issues. In such conditions, success in residence country just isn’t enough.

Where does AmorePacific make most of its money? How has it been capable of dominate the Korean market in opposition to local firms corresponding to LG Household and Healthcare (HHC)? Against multinationals corresponding to L’Oreal?

In 2004 Amore pacific nabbed a place in the prime 30 companies worldwide with a 30% share of the Korean market. While that of LG Household and Healthcare stood at 8% inside the same context. Amongst different reasons one of the causes for its relatively gradual progress in comparison to Amorepacific was its late entry into the cosmetics enterprise along with the heavy financial and restructuring costs over the same time period. This result in an absence of innovation on its part usually following a me-too strategy to AmorePacific. For instance establishing its own chain of stores and establishing door to door sales netwoek without a clear technique.

According to exhibit 7 AmorePacfic leads the market with significant investments in promoting, gross sales, and R&D; 20,000 Amore women, 350 specialty outlets versus 39 retailers for LG, growth of innovative and related distribution channels and powerful positioning of different product strains are only a few of the examples. Multinationals getting into the market was relatively difficult because of the government division and depreciation of the dollar. This was magnified with the fact that the multinationals like L’oreal needed to import their merchandise because of an absence of funding in manufacturing infrastructure. This result in a better value of goods sold mainly as a end result of excessive tariff rates of 8%. Consequently resulting in a high priced product to the consumer and this availability and distribution was restricted to excessive priced departmental retailer channels.

We can see that LG HHC was shedding cash, and was by no means very worthwhile in economic terms, after allowing for price of capital. This was primarily because of limited access/scale of distribution; cosmetics was not the principle enterprise for LG HHC. On the other hand Amore Pacific enjoyed a strategic benefit over LG as all their efforts were centered across the cosmetics business and so they had higher advantages to leverage and usually get trade and consumer on their facet; thus share of particular market successful over complete measurement of business. AmorePacific had been earning healthy (20%-plus) operating margins on the Korean cosmetic enterprise whereas LG had seen its profitability drop right down to zero in 2004.

In a state of affairs like this contemplating value realizations, or the willingness to pay; it’s troublesome to help a door-to-door sales drive if you’ve got a 10%, 15% share of the market.

Assess the efficiency of MNC’s – how do they compare against native competitors? What are the reasons for native firms outperformaing MNC’s?

Amore PacificL’OrealP&GUnileverShiseido

Global Expansion strategyMainly centering around acquisitions in the Asian market starting off with Mininurse in China which was a properly penetrated skin-care brand and later Yue-Sai. This enabled L’Oreal to financial institution on the existing company’s client and market experience within the region with out initiating heavy investment in product improvement, distribution or advertising strategy. Focus on Inorganic growth. Shiseido favored a joint investment with local partners. ProtectionismLarge established share; FDI’s welcomes at much later stage in country Financial supportGlobal presence offered the backbone for investments within the wake of Korea’s financial and cash market disaster. R&DVertical integration aiding operations and quick product development. Successive launches of Hera, IOPE and Sulwhasoo specializing in completely different age groups, SEC’s and distribution channels.

Focus on creating products as per Korean tastes rose after 10 years of its presence in Korea Distribution Rationalized distribution: AmorePacific was operating at three distribution markets. One was mass, the opposite one was door to door, and the third one was specialty Success in self developed channel of door-to-door (contributing 85% gross sales comprising 20,000 women employees) and agility in specialty shops (Amore opened 350 shops in Korea whereas for LG opened only 39.)Concentration on high end/ excessive price department retailer channel. Shisiedo opened up Les Salons du Palais Royal, a high finish beauty parlor in Paris in 1992 and focussed on offering “beauty consulting” to shoppers Marketing ExpenditureStrong focus with media advertising, beauty magazines and sponsoring relevant events; transferring onto more progressive technique of communication via magazines and new media.

High investment in advertising spend and expertise in marketing management. Shisiedo localised product growth but used world modeling for advertising (Eau d’Issey by Issey Miyake of Japan and Jean Paul Gaultier, named after its French creator) Cost vs. Foreignness advantageLocal manufacturing with indigenous supplies sustaining prices at decrease levels than MNC’s. Added help via the “Made in Korea” marketing campaign. Adapting to market situations; sticking to native celebrities albeit at higher cost to consumers Product PortfolioFocus on skincare and products developed usually for the Korean woman (products developed from home remedies with ginseng proving to be USP).

Leverage of the biggest world magnificence brands in its portfolio. To maintain costs affordable for native shoppers L’Oreal launched Maybelline with little success in bringing down relative pricesAlso operating in family merchandise however mainstay was Olay; a personal care brandLargest player in numerous food classes with an in depth interest in private care Competing in international perfumes market as properly as cosmetics.

Brand management/restructuring: Strong brand character, project high of the road product, Asian beauty with global appeal; supported by a robust various product line every with their distinct positioning. Scale/ relative size: Amore Pacific’s cosmetic presence was about three times as massive versus LG. Given that R&D, and promoting ought to be considered mounted prices and wouldn’t vary with volume; assuming they spend 10% on R&D and sales, and 14%, 15% advertising, supported by a higher local share, AP can amortize the price over their worldwide volume.

Better understanding of the market: This result in stronger strategies that weren’t straightforward to implement for multinational companies who have less flexibility and were not as ready to come back with a door-to-door gross sales pressure or the same marketing ways. Product improvement and R&D: Having a robust R&D infrastructure provides a energy like no other and in addition serves a a powerful barrier to entry for multinationals. Brand loyalty: Amore Pacififc has been primary within the Korean market for 60 years and has a strong line of loyal customers and merchants on its facet.

Which of AmorePacific’s three principal international targets—France/Europe, China and the United States—seems essentially the most promising? Should a penetration technique for the U.S./Europe differ from that for China?


Market positionEconomy thought-about poorer and smaller than KoreaSignificant; requiring focused investment in R&D, technique and productionV small/dual issues Market characteristicsGeographically and culturally closer. Middle of the line product vary with give consideration to naturalist and product pushed consumersDistant in shopper tastes and market peculiarities; perfumes vs. skin care and make-up. Geographically distant; status market seemingly providing greater potential. Market potentialPopulation of 1.3bn; potentially with rising incomes. Considered “home of cosmetics” and essential to realize robust foothold in international beauty enterprise industry. Largest personal care market in dimension; $33bn.

Which market makes most sense for beauty company from Korea/how do you select which market to go into?

  • Cultural
  • Administrative
  • Geographic
  • Economic

Close cultural ties involving

  • Script – The Korean alphabet (Hangeul) not developed till 1392
  • Colonial rule – China ruled North Korea from 108 B.C. to 313 A.D.;
  • Similarities in values and traditions – Chinese herbal medicines used in South Korea
  • Religion – Confucianism and Buddhism are common religious and moral systems
  • Differences in ideas of magnificence and ranges of private hygiene
  • Varying importance, utilization and importance of personal care products
  • Home bias: preference for utilizing native brands
  • Influence of traditions on personal care products

No cultural associations with France or USA; distinctly separate tradition, values and traditions throughout both continents from that of Koreai) No shared monetary or political association ii) Little political hostility (China backing North Korea; South Koreans transferring toward reconciliation with North Korea Democracy (South Korea) versus Communism (China)

High government involvement in Chinese trade; presence of state-owned enterprises, lots of that are inefficient and/or insolvent

Relatively less authorities involvement in South Korean business v)Both countries harbor distrust of Japan (recent colonial memories) vi)potential discrimination against French products

No administrative ties with France or USA; disadvantage of not being a part of EUCommon border; within the nineteenth century, South Korea closed all borders to commerce except for the one with China

Strong logistic set-up coupled with infrastructural investment involving production, distribution and advertising. Differences in climate affecting utilization, need and sort of personal care productsDisparity in disposable income levels Gap in % of wages spent on personal care

Differences in infrastructure and distribution structures

The second a half of the question should be analyzed using the ADDING worth framework Adding Volume

Fulfillment of the 2015 imaginative and prescient required international enlargement with important progress from the international markets. In 2004, Amore Pacific had worldwide gross sales value $100mn. Coming from France, China and USA and modestly from Hong Kong and Taiwan. Geographic affinity to China coupled with close cultural ties and comparable distribution scenario vs. higher investment in R&D, model development and advertising strategy in USA The worth of development needed to move the ROI take a look at with business incomes positive financial outcomes coupled with greatest market potential. Decreasing Costs

Global growth can decrease prices by way of either size (scale/scope) economies or absolute economies. Size-based cost economies appear redundant in this trade: product/ brand affiliations heart more round model profit, loyalty and credibility; expenditures on product development and branding are fixed. Similarities in alternatives throughout both nations consists of. Set-up of specialty stores prolific in each nations; ROI seemingly higher in USA since target market is upper SEC. Retail enlargement leading to cost affordability of merchandise Differentiating/Driving up Willingness to Pay

USA market centered on prestige product line;
Brand-building with new product line containing Asian botanicals in USA
Amore Pacific magnificence gallery and Spa in Soho New York adding imagery Special ingredient “green tea extract” adding to exclusive image
Chinese consumer extra product driven;

Growing popularity of Korean culture; “Hallyu” with support from Korean film stars and celebrities picture creation and brand constructing by way of magnificence facilities, tradition halls, and “Hyangjang” the magazine published by Amore Pacific.

Improving Industry Attractiveness

Entering new territories with market relevant products; perfumes in France, luxurious merchandise in USA. Constant innovation to meet continuous calls for of consumers. Lucrative market – wonderful future prospects; growth anticipated to exceed enhance in international GDP. Evidence of product improvements trickling down into the “masstige” market. New commerce and distribution channels enabling wider access to consumers

Neutralizing Risk

Frequent economic crisis on the house entrance resulting in inflexibility of funding abroad

Differing strategies and product strains throughout international markets

Differing client tastes requiring further funding and R&D; quick lived span for perfumes vs. longer spans for skin care products. Generating and Upgrading Knowledge/Capabilities/

Other Resources

Constant R&D each at the technical and shopper front. International aspiration: multinational administration, worldwide consultants, product growth and model / company picture repositioning

What other recommendations would you make to Suh Kyung-Bae about AmorePacific’s internationalization?

Product innovation

Specialty elements like green tea’s confirmed success together with Korean herbal/ medicinal heritage; focus for future product developments Distribution structureSpecialty and discount stores gaining importance for masstige channel; massive scale supermarkets and hyper markets additionally increasing in significance to gain masstige market enchantment. Party plans involving product demonstrations/sales to teams of consumers to be explored as a future different Building brands and credibility Continue brand / image building efforts in each upscale and mass markets Inorganic growthEvaluate buying smaller/ financially distressed players in both key and upcoming markets like Hong Kong and Taiwan.

Can we give reference to some tutorial theories right here, based on problems with internationalization strategy?

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