How do womens preferences for cosmetics and beauty care, Operation Management

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How do womens preferences for cosmetics and beauty care

What is a good summary for Global Marketing (9th Edition) page 241 case analysis 7-2 title: Cosmetics Giants Segment the Global Cosmetics Market

a. How do women's preferences for cosmetics and beauty care vary from country to country?

b. Assess Estee Lauder's strategy for China. Does it make sense to focus on premium brands, or should the company launch a mass-markey brand?

c. What is the best positioning strategy for Shiseido as the company expands in Asia? High touch? High tech? Both?

d. Do you think L'Oreal will succeed in changing the buying habits of Brazilian women?

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