A case study : analysis of Alke Cilt Estetigi ve Sagligi AS with respect to cosmetic industry and the recommendation of new strategy development

Date

1996

Editor(s)

Advisor

Wolley, Fred

Supervisor

Co-Advisor

Co-Supervisor

Instructor

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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

Source Title

Publisher

Course

Other identifiers

Book Title

Degree Discipline

Business Administration

Degree Level

Master's

Degree Name

MBA (Master of Business Administration)

Citation

Published Version (Please cite this version)

Language

English

Type