A case study : analysis of Alke Cilt Estetigi ve Sagligi AS with respect to cosmetic industry and the recommendation of new strategy development
Author(s)
Advisor
Wolley, FredDate
1996Publisher
Bilkent University
Language
English
Type
ThesisItem Usage Stats
211
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Abstract
The high profitability and the great potential in the cosmetic sector in Turkey is attracting
many firms to this field. According to their scarce resources each firm tries to achieve a
competitive position with respect to the others. They select their market segments and
marketing strategies to achieve this. Alke Cilt Estetiği ve Sağlığı A.Ş. is a firm that uses party
selling method in high price high quality end of the skin-care products of the sector. The
company sells the products of Dr. Spiller and Aphrodie Esthétique brands, the latter being
recently developed in its own trade name. Alke produces only a little amount of Dr. Spiller
products under the trade name of Dr. Spiller. Alke would like to expand the Aphrodie
Esthetique’s product lines and produce more of Dr. Spiller products.
This thesis analyzes AJke Cilt Estetiği ve Sağlığı A.Ş. with respect to cosmetic industry, and
recommends strategies that would increase its market share in skin-care products segment and
improve the overall position of the company by entering other segments successfully