Executive Summary The purpose of this situation analysis is to identify internal and external factors that will have an impact on Estee Lauder's integrated marketing communications program (IMC). A situation analysis is necessary to determine the position Estee Lauder is currently occupying, in terms of finances, promotional strategies, product range and brand image. A thorough analysis will help identify any opportunities and potential threats that the company may come across and the effect that these …showed first 75 words of 5456 total…

…showed last 75 words of 5456 total…asp), (Accessed: 03/09/03) Roth, L., (2003), Skincare brings glow to Estee Lauder earnings, FT.com, London, UK, pg.1 Schiffman, L., Bednall, D., Cowley, E., O'Cass, A., Watson, J., Kanuk, L., (2001), "Consumer Behaviour" (2nd Edn), Prentice Hall, Frenchs Forest NSW Singh, S., (2001), New-look structure to revitalize, Marketing Week, London, UK, pg.22 Singh, S., (2001), Estee Lauder moots $1bn global advertising review, London, UK, pg.10 (http://www.sharelearn.com/520samp.html) (Accessed: 03/09/03) (http://www.myneweconomy.com/articles/020703/estee.htm) (Accessed: 03/09/03)