국제경영 아모레 퍼시픽의 인도시장 진출전략(영문)

국제경영 아모레 퍼시픽의 인도시장 진출전략(영문) [국제경영] 아모레 퍼시픽의 인도시장 진출전략(영문).docx 목차 Ⅰ. AMORE PACIFIC’s business environment 1. Overview 2. Business activities and core competency Ⅱ. Outward Environment Analysis 1. General Environment Analysis 2. Analysis of Cosmetics Market in India 3. 5 Forces Ⅲ. Analysis of India Market 1. The characteristic of India market 2. CEPA 3. Politic Ⅳ. Entry Mode - Wholly Owned Subsidiary Ⅴ. Conclusion 본문 2. Business activities and core competency (1) The business performance of AP is mainly divided into two categories; Cosmetics and MC&S (Mass cosmetics and sulloc). The portion of profits generated by these performances is shown below. Picture 2 Sales breakdown, IR presentation, 2010 (2) Products Costmetics MC&S (3) Organizational Structure In 2006, AMORE PACIFIC decided to split the company into two main sectors, which is ‘Taepyungyang’ for investment and ‘AMORE PACIFIC’ for business activities. Making up ‘Taepyungyang’ as a holding company and ‘AMORE PACIFIC’ as a practical business company could lead them concentrate on their core competency and reduce risk on management issues. Currently ‘Taepyunhyang’ has changed into ‘AMORE PACIFIC GROUP. Ltd’ (4) Core competency a. R&D : AP is persistently investing on Research & Development due to the specialized characteristic of cosmetic industry. They invest 3% of annual profits on R&D process each year, which is the similar amount with global companies like Loreal. The goals are to develop sustainable products, pursue ongoing product innovation, assume ever-greater responsibility for all product aspects, and stay close to the customers through open communication. b. Marketing : Well-positioned product lines according to their functions and development of sustainable products, customer-related marketing promotions such as experience marketing and locally differentiated marketing process and strong distribution power in global markets have brought them a stout construction of their marketing capabilities. c. Production : Applying 6 sigma innovation to the whole business sectors and construction of ERP system could lead AP’s decision process shorten. Specially, 6 sigma innovation in manufacturing line could lessen product deficiency and maintain the best quality of the products. d. HR management : AP has highly focused on developing capabilities of employees. By offering them a high quality of training, AP has given lots of opportunities to their employees to develop skills required in business activities. (5) Global Expansion 본문내용 1. Overview (1) History : For more than 60 years, AMOREPACIFIC has been devoted to the business of Beauty and Health, consistently striving to be the best with focus on technology, quality and customers. AMOREPACIFIC has maintained its position as Korea’s leader in the field of cosmetics and is now looking beyond into becoming the ‘Asian Beauty Creator,’ a major global player that redefines and p