STRENGHT 1.

Estee Lauder began selling a variety of products over the internet and was one of the first major prestige firms to offer online shopping(Page30, Para3). 2. Today Estee Lauder has 28 brands sell products in over 150 countries and territories and employs over 31,200people worldwide (Page30,Para3). 3. The first cosmetics company to offer free samples and gift-with-purchase plansconsistent brand imaginary around the world(Page36,para2) 4. Estee Lauder remains the top-ranked Prestige brand in its distribution in China and pleased with our progress in Brazil (Page29, Para2) 5. The first in the industry to introduce consistent brand imagery around the world.uses celebrities as endorses in testimonial advertising for commercials on TV, as well as in magazines (Page36,para2). 6. Acquisitions 7. including Jo Malon 8. e, Stila Cosmetics, Gloss.com 9. The same year also licence agreements with Sean John, Missoni, andDonald Trump (Page30, Para3). 10. Estee Lauder markets more than 9,000 products under many brands names such as Estee Lauder, Aranis, Clinique, Prescriptives, M.A.C, Bumble.and its new acquisition Smashbox (Page34,para2) 11. Strong increases in all regions recent technologically-advanced innovations include Clinique, Estee LauderWe are pleased with the success of these new products (Page29,para2)

WEAKNESSES 1. In nutshell, Estee Lauder is doing well for now, However, much larger firms such as Avon, LOreal, P&Gare working hard to everyday to take market share from EsteeLauder (Page39,para3). 2. Estee Lauder does not have a writtenmission statement 3. Estee Lauder is small compared to some of its rivals firms (Page37,para4) OPPORTUNITIES 1. Innovation in product development will also remain an extremely important factor in the industry (Page37,para2) 2. Developing markets such as Brazil and India are showing signs of potential gains(Page 33, Para2). 3. The worlds aging population will multiple by 2.5 times in the next 40years.including high growth countries such as China and India (Page36,para5)

THREATS 1. The most diversified with a greater depth of product lines, P&G continues to showstrong growth and profitability (Page 37,para6) 2. All of the top competitors in the personel products are diversified, with many brand names and wide range of products(Page37,para4) 3. Avon as the world largest direct seller of personal products(Page38,para2).