Description
You work as a communication specialist at Estee Lauder Companies. Think about the economic and social challenges we have experienced in the last few months. What adjustments should your organization make to be sustainable during these challenging times?
Write a 3-4 page (single-spaced) internal proposal to address these concerns. Decide on your target audience and orient your proposal towards them. Use a memo format. Remember to include headings such as the introduction, background, solution, and recommendation.
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Explanation & Answer
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TO: Estee Lauder Companies Stakeholders
FROM: The Communication Specialist, Estee Lauder Companies
DATE: November 17, 2021
SUBJECT: Addressing the Company's Sustainability during the Recent Social and Economic
Challenges
Introduction
As a key player in the beauty industry, Estee Lauder Companies COVID-19 and its consequent
implications on the industry have affected the company. Some of the issues we have had to deal
with include but are not limited to changing consumer needs and shopping habits, supply chain,
and the cost of doing business. In response to the economic and social challenges associated with
the pandemic, the company has had to make significant adjustments to survive.
I believe there are some actions Estee Lauder Companies can take to guarantee its survival in
these tumultuous times.
Background
How the Crisis has Fundamentally Changed the Industry
In the recent past, the beauty industry experienced tremendous growth. However, COVID-19 has
introduced unprecedented challenges, forcing the organization to halt development, close some
stores, and derail the growth of the business in general. At the height of the pandemic, Estee
Lauder Companies was forced to realign its propositions, craft new ways to reach consumers and
adapt its offerings to the lockdowns across the world. The pandemic has set trends in place that
will last years from today. In addition, the crisis has demonstrated consumers' focus on wellness,
forcing the company to re-evaluate its offerings and acknowledge the role of digital works for
the survival of brands. With the uncertainty of an economic downturn and evolving consumer
habits, Estee Lauder Companies must use lessons from COVID-19 in their sustainability and
strategic plan. Some of the prominent changes we have seen in the last months include:
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Wellness: consumers' p...