strategic management - managing growth at coty - version 1

7/26/2019 Strategic Management - Managing Growth at Coty - Version 1

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MANAGING GROWTH@ COTY

ASEBUSS STRATEGIC MANAGEMENT DISSERTATION

Narcisa Camarasoiu

Anton Motoescu

Violeta Biciin

Sorina Gorgonaru

Marius Popescu


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Abstract

The purpoe o! "hi #or$ i "o a%a&'e "he (a%age(e%" op"io% o! Co"'

Ro(a%ia) "r'i%g "o i*e%"i!' +e" a%* #or" pra,"i,e regar*i%g ea,h o! "he

e&e(e%" o! a "ra"egi, p&a%) a,,o(pa%ie* +' pe,i-, propoa& ,o%,er%i%g a

u"ai%a+&e "ra"eg' !or !u"ure gro#"h.

The paper "ar" #i"h a% e/"er%a& e%0iro%(e%"a& a%a&'i goi%g "hrough

*e"ai& o! ea,h o! "he( a%* propoi%g pe,i-, (eaure) ,o%"i%ue #i"h "he

i%"er%a& o%e a%* ,o%,&u*e #i"h hor" a%* &o%g "er( re,o((e%*a"io% a%*

*i,uio%.

The strategy#or* i"e&! *eri0e !ro( "he Gree$ #or* !or ge%era&hip or

leading the army) a ,o(pou%* o! 1"ra"o2 3 ar(' a%* 1ago2 3 "o &ea*.

I% Ma%age(e%" Theor' i a (e"ho* or p&a% !or +ri%g a+ou" a *eire*

!u"ure a%* i *e-%e* a 4"he *e"er(i%a"io% o! "he +ai, &o%g3"er( goa& a%*

o+5e,"i0e o! a% e%"erprie) a%* "he a*op"io% o! ,oure o! a,"io% a%* "he

a&&o,a"io% o! reour,e %e,ear' !or ,arr'i%g ou" "hee goa&6 Cha%*&er 789:;


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Table of Contents

A+"ra,".................................................................................................................8

Hi"or'=.................................................................................................................. 8

E/"er%a& E%0iro%(e%" A%a&'i.............................................................................. >

PESTE?=...............................................................................................................>

I%*u"r' A%a&'i=...............................................................................................

i0e or,e A%a&'i=...........................................................................................:

e' Su,,e a,"or i% our I%*u"r'=...................................................................

Dri0i%g or,e o! Cha%ge i% our I%*u"r'=...........................................................9

I%"er%a& E%0iro%(e%" A%a&'i.............................................................................8;

iio%=............................................................................................................... 8;

Miio%=............................................................................................................ 8;

a&ue=..............................................................................................................8;

Ge%eri, S"ra"eg'=..............................................................................................8

S"ra"egi, Group Map= Co(para"i0e Mar$e" Poi"io% o! Ri0a&=........................8

Co(p&e(e%"ar' S"ra"egie=..............................................................................8:

Di0eri-,a"io% S"ra"eg'=................................................................................... 8F

A!"er3Di0eri-,a"io% S"ra"egie=........................................................................89

I%"er%a& A%a&'i=..............................................................................................89

Ho# #e&& "he pree%" "ra"eg' i #or$i%g "he Perpe,"i0e=......................;

a&ue Chai% Co" Chai% A%a&'i=...............................................................;8

SWOT A%a&'i= Our.......................................................................................;

SWOT A%a&'i= Ri0a&...................................................................................;

S"ra"egi, Iue "o +e a**ree*=........................................................................;:

u%,"io%a& S"ra"egie=.......................................................................................;:

Mar$e"i%g=.....................................................................................................;:

?ogi"i,=....................................................................................................... ;:

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HR S"ru,"ure) ?ea*erhip) Cu&"ure) Mo"i0a"io% Re#ar*=..........................;:

i%a%,ia& Bu*ge"=....................................................................................... ;:

Suppor" S'"e( Opera"io% Pro,ee= Co%"i%uou I(pro0e(e%") e",... .;:

A%a&'i o! Poi+&e Mo0e= Our......................................................................... ;

A%a&'i o! Poi+&e Mo0e= Ri0a&.......................................................................;F

Co%,&uio% Di,uio%=...................................................................................;9

Shor" "er( re,o((e%*a"io%...........................................................................;9

?o%g3Ter( re,o((e%*a"io%............................................................................;9

Re!ere%,e...........................................................................................................>

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History:

Co"' I%,. ha e(erge* a a (a5or u,,e "or' i% "he #or&* o! +eau"'. Bu" i"

u,,e i %o" %e#.

A %a"i0e o! Cori,a) ;93'ear3o&* ra%oi Co"' !ou%*e* "he !ragra%,e ,o(pa%'

"ha" #ou&* +ear hi %a(e) i% Pari i% 89. De"er(i%e* "o re0o&u"io%iJe a

!ragra%,e i%*u"r' "ha" ha* ee% &i""&e ,ha%ge *uri%g "he 89"h ,e%"ur') Co"' e"

a+ou" rei%0e%"i%g "he per!u(erK !ragra%,e pa&e""e. He *e0e&ope* Per!u(e Ci"'

i% 899) a rei*e%"ia& 0i&&a "ha" #a "ra%!or(e* i%"o a gra%* i%*u"ria& ,o(p&e/.

O0er "i(e) Per!u(e Ci"' gre# a%* +' 89;) Co"' o#%e* a%* ,o%"ro&&e* a&&ape," o! hi !ragra%,e pro*u,"io%) i%,&u*i%g Lo#er -e&*) pa,$agi%g !a,"orie)

pri%" hop a%* *e&i0er' 0ehi,&e.

Co"' u%*er"oo* "ha" "o u,,ee* o% a &arger ,a&e) he %ee*e* "o rea,h a #i*er

au*ie%,e. Hi "ra"eg' #a i(p&e= oer a pro*u," o! ri,h appeara%,e "ha" #a

aor*a+&e a" a 0arie"' o! pri,e poi%". To "hi e%*) Co"' ,o((iio%e* ar"i"

a%* (a%u!a,"urer) u,h a Re% ?a&iue a%* "he G&a#or$ o! Ba,,ara") "o

*eig% aor*a+&e +eau"' pro*u," i(+ue* #i"h &u/uriou ua&i"' %e0er

pre0iou&' a0ai&a+&e "o "he (ae. The "ra"eg' #or$e* a%* per!u(e ui,$&'

+e,a(e a% i%"er%a"io%a& (a3(ar$e" &u/ur' pro*u,".

Co"' e/pa%*e* hi ,o(pa%' +e'o%* "he +or*er o! hi %a"i0e ra%,e. I% 898;)

he ope%e* u+i*iarie i% Ne# Yor$ a%* ?o%*o%) a% i(por"a%" (o0e !or "he

,o(pa%') a a" "he e%* o! Wor&* War I) (a%' o&*ier re"ur%e* ho(e #i"h gi!" o!

re%,h per!u(e !or "heir &o0e* o%e. Thi &e* "o a *e(a%* !or Co"' pro*u," i%

"he U.S. Duri%g "he 89;) Co"' ,o%"i%ue* "o *i0eri!' a%* e,ure* a u+"a%"ia&

ho&* o% "he I"a&ia%) S#i) Ger(a%) Spa%ih a%* Sou"h A(eri,a% (ar$e". B'

89;) a% e"i(a"e* >: (i&&io% #o(e% i% Europe a%* "he A(eri,a ue* hi

pro*u,".

ra%oi Co"' ,o%"i%ue* "o *ire," "hi e(pire u%"i& hi *ea"h i% 89>. 4O%e "hi%g

e&u*e* (e)6 he ,o%!ee* i% "he a(e 'ear. 4I %e0er (a%age* "o ,ap"ure "he

(e&& o! ho%e'u,$&e.6 I"K o%e o! "he 0er' !e# "hi%g "ha" e&u*e* per!u(er'K

-r" ge%iu.


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To*a') Co"' i "he #or&*K &arge" !ragra%,e ,o(pa%') a%* a g&o+a& &ea*er i% "he

+eau"' i%*u"r'. A!"er (ore "ha% o%e hu%*re* 'ear i% "he +ui%e) Co"'

,o%"i%ue "o *ra# o% "he ,rea"i0e) e%"repre%euria& a%* 0iio%ar' &ega,' o! i"

!ou%*er a%*) (ore re,e%"&' Ber%* Bee"J) Chie! E/e,u"i0e O,er o! Co"' I%,. Bo"h

0iio%arie ha0e *ra(a"i,a&&' hape* a%* re3hape* "he !u"ure o! "he ,o(pa%'

a%* "he +eau"' i%*u"r' i"e&!.

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External Environment Analysis

PESTEL:

Factor Details Measures:

Po&i"i,a& 3%e# e&e,"io%

3g&o+a&ia"io%

Q

E,o%o(i, 3%e# go0er%(e%"

priori"ie

So,ia& 3%e# &i!e"'&e

Te,h%o&og' 3ERP %ee* rapi* ,ha%ge

3WEB >.

E%0iro%(e%"a& 3i%gre*ie%" a%a&'i

*ipoa&

?ega& 3%e# -,a& regu&a"io%

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Industry Analysis:

Economic Feature Details: Measures:

Mar$e" SiJe) Gro#"h I%*u"r'

poi"io% i% "he ?i!e C',&e

SiJe=

Gro#"h=

?C=

Nu(+er o! Ri0a& No=

Co%o&i*a"io%=

S,ope o! Co(pe"i"i0e Ri0a&r' Geographi,

area=

E/por"=

Nu(+er o! Bu'er rag(e%"e*=

Bargai%i%g

po#er=

Degree o! Pro*u," Diere%"ia"io% Diere%"ia"io%=

E&a"i,i"'=

Pro*u," I%%o0a"io% I%%o0a"io% &e0e&=

RD

i(por"a%,e=

Supp&' De(a%* ,o%*i"io% Surp&u ,apa,i"'

Margi%=

Shor" upp&ie=

Pa,e o! "e,h%o&ogi,a& ,ha%ge

er"i,a& I%"egra"io%

E,o%o(ie o! ,a&e I% #hi,h

!u%,"io%a& area=

?arge ,a&e

i%"egra"io%=

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?ear%i%g ,ur0e ee," S"ro%g?o#

A*0a%"age *ue

"o "ha"=

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Five Forces Analysis:

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Substitute Products:

3oap

3Q

Ne Entrants:

3&orMar

3Co&ora(a

3Q

Su!!liers" bar#ainin#

!oer:

3pa'(e%" "er(

3!e# upp&ier !orQ

$uyers" bar#ainin#

!oer:

3"he (ore i%!or(e*

,o%u(er

3"he 7o%&i%e< WOM

3"he o,ia& %e"#or$

%ivalry

amon#

sellers=

?2Orea&

Q

&ea!ons=

3&o#er pri,e

3*iere%" !ea"ure

3+e""er pro*u,"

per!or(a%,e

3higher ua&i"'

3"ro%ger +ra%*

3+e""er *ea&er

%e"#or$

3i%,reae

a*0er"ii%g

3,u"o(er er0i,e

3&o#er -%a%,i%g,o"


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Key Success Factors in our Industry:

'SF ty!e Details Assessment

()ood*Avera#e*+o

,

Te,h%o&og' re&a"e* 3e/per"ie i% per!u(e ,o(e"i,

pro*u,"

3i(pro0e* pro*u,"io% pro,e

Goo*

Opera"io%a& re&a"e* 3e,o%o(ie o! ,a&e

3C

3high u"i&iJa"io% o! i/e* Ae"

3a""ra,"i0e $i&&e* &a+our

3pro*u," *eig%

?ogi"i, re&a"e* 3,u"o(er er0i,e

3S?A

3#arra%"ie

Goo*

Di"ri+u"io% re&a"e* 3"ro%g *ea&er %e"#or$=

h'per*i"ri+u"or**

3!a0oura+&e *ip&a' pa,e

3e3,o((er,e aggrega"or

?o# 7TT) e3

,o((er,e!

3a!"er3ha0e

3ha(poo

3oint

7enture

%elated

>nrelated

T/e Pat/

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After$Diversi%cation Strategies:

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After1

Diversi.cation

Strate#ies:

1$roaden

1 Divest (Sellin#0

S!innin#,

1 %estructure

1Multinational

Diversi.cation


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Internal Analysis:

Ho ell t/e !resent strate#y is or8in# 9 t/e Pers!ectives:

,e detaliat si discutat din Industry Analysis3 6S7 si ,ri!ing 7orces pentru

rubricile5

Cu"o(er= *e"ai& a&e gro#"h i(age a%* repu"a"io% #i"h ,u"o(er

Pro,ee= i a +e"3pra,"i,e re!ere%,e poi%" Wha" a+ou" PG a%* U%i&e0er

Co%"i%uou i(pro0e(e%" ?ea% Si/3Sig(a

i%a%,ia&= a,hie0e* i" -%a%,ia& o+5e,"i0e *e"ai&

?ear%i%g Gro#"h= i a% a+o0e i%*u"r' per!or(er

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7alue C/ain 9 Cost C/ain Analysis:

Elements T/e value c/ain of t/e

Com!any

T/e value c/ain of t/e

%ivals

T/e value c/ain of t/e

-ndustry

? in cost

structure

Activities $eat

o!tion:

+'Q

? in

cost

structur

e

Activitie

s

$eat

o!tion:

? in cost

structure

Activitie

s

C/allen#

es

Supp&' Chai%

Ma%age(e%"

Pro-,ie%,'

Opera"io% Pro-,ie%,'

Di"ri+u"io% Pro-,ie%,'

Sa&e Mar$e"i%g Pro-,ie%,'

Cu"o(er Ser0i,e Pro-,ie%,'

i%a%,e7Pro-"

Margi%

strategic management - managing growth at coty - version 1

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