International Business Marketing

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Estee Lauder is a US-based company and the forth world leader in cosmetics industry. It operates on the global market competing with such firms as L'Oreal, Lancme and Shiseido. Its products include: cosmetics, toiletries, and skincare products for men and women.


(Tai, et al 2005).
Population growth rate and FDI are considered the main factors for country selection. Examining the statistical results, it is evident that China is on the top of the list having the highest population in the world (Table 1). The average rate of population growth is a lower than in India and Indonesia, nevertheless, it is expected that in 2025 the population in China will be about 1,476.0 ml, in contrast to India which will has only 1,363.0 ml (2004 World Population Data Sheet, 2005). According to the survey, "China was the largest FDI destination in the world in 2003, overtaking the US" (FDI Confidence Index, 2004). It has stable political situation, and high rates of economic growth. In case of China, FDI is a very important feature of the economies of the developing countries. For many big Western companies, expansion of their sphere of operations through the establishment of branches in other countries is regarded as a key aspect of strategy, often more important than immediate returns on capital. Many firms are seeing their investments as lower than they would have to be in the future and as providing them with a first-mover advantage as those economies begin to grow significantly. In 2003, FDI inflows were $53.5 billion. The economic health of countries is also assessed to determine whether the macroeconomic conditions are conducive to stable economic conditions. ...
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