cases china segmentation .docx - Case7-2 Cosmetics Giants...

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Case7-2 Cosmetics Giants Segment the Global Cosmetics Market 7-13. How do women’s preferences for cosmetics and beauty care vary from country to country?
7-14. Assess Estée Lauder’s strategy for China. Does it make sense to focus on premium brands, or should the company launch a mass-market brand?

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