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AMORE PACIFIC CASEDr Soma Arora

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The Transformation

Category Initial position Repositioning

Market Position Large / established sharebilt in a !rote"ted market

Fo"sing onl# one%iting other bs

Marketing &istori" strength atmarketing ' mass mediaad(tsg sin"e )*++$ beat#mag sin"e )*+,$ !ageant in)*-.

Ado!ted M0C st#!#ramid $ trimmnmber of brand

Prod"t Mi% Strong ne2 !rod"t !i!eline' 3 ne2 lines read# for

introd"tion

S""essfl lan"brands

Distribtion 4road "o(erage 2ith histori"strength in door5to5doorsales

4ilt "hain of s!estores$ restr"tde!artment storM0C single bran

Cost management 6ood 7nan"ial str"tre 6re2 e"onomies

&ome "ontr# ad(antage In korea "onsmers ha(e

ni8e !referen"es ' sing9: rod"ts er da $

Refo"sed to ss

market 2ith abodefense;

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CA6E A0AL

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CA6E A0ALer# distant"ltres

Closebsiness andmilitar# ties

Close se"rit#"oo!erationsin"e =orean2ar

>er# far$ .*:.miles

Ri"hgro2:):

Fran"e >er# distant"ltre

>er# limited"onne"tions

Limitedadministrati(e

linkages

>er# far $ ++.:miles

Ri"hgro2

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RECOMME0DATIO0S

ASIA0 MAR=ET CO>ERA6E PACE OF EBPA0SIO0

LEAR0I06 C@R>E