Sweden

EstÐ"©e Lauder is a technologically advanced, innovative company that has gained a

worldwide reputation for elegant, luxurious products. Our products come with a promise

to uphold the finest standards of excellence through extensive research and stringent

product testing. All, so we can bring you gentle and highly effective products. Our DayWear Plus Anti-Oxidant Lotion SPF 15 is more than moisture and is more than protection. DayWear Plus actively shields skin from the multiple assaults of the environment to help prevent lines before they appear--so your skin looks younger longer. EstÐ"©e Lauder's products are recognized globally and are sold in over 130 countries and territories. Since Sweden has an appreciation for the finer things in life and has the longest life expectancy it only makes sense to introduce our product here.

Our goal is to saturate the market with the three-time award winning DayWear Plus! DayWear Plus Anti-Oxidant Lotion SPF 15 includes a unique active response anti-oxidant system. When free radicals attack, this interactive technology instantly activates to release a wave of on-the-spot protection. The enhanced blend of eight ultra potent anti-oxidants includes pure White Tea, rare South African Red Tea, Grape Seed, and a new EstÐ"©e Lauder breakthrough: a supercharged combination of Vitamins C and E. In addition to anti-oxidants, DayWear Plus actually re-energizes the skin's own defenses with White Birch and the exclusive new booster Eukarion. DayWear Plus turns away the sun's damaging rays with a special UVA/UVB screen that's ultra gentle so you can wear it day and night. It keeps skin smooth and comfortable with a dual moisture system. First, a special moisture magnet provides an instant burst of hydration. Second, our nourishing Tri-Lipid Blend boosts skin's own moisture barrier so internal moisture is conserved. This product satisfies your senses as well as your skin. The fresh cucumber scent is an instant pick-me-up, and there's a delicious texture perfect for every skin type. Every person that visits one or our distribution channels, including upscale department stores, specialty retailers, upscale perfumeries and pharmacies, as well as freestanding company stores and spas, will receive a free .5ounce sample to try our product. Giving away samples the first two years will welcome new consumers and will keep them coming back for more of our outstanding product.

We have a three-year intense marketing campaign that will make competitors cringe if they are marketing a similar product. We have broken our campaign into three phases: introduction, development and reinforcement/commitment. In order to achieve our objectives we are going to hire five local Swedish regional representatives. Who knows the Swedish market better than they do? The regional representatives will work along with our marketing team in all phases of our campaign. Our marketing campaign involves a substantial amount of time and travel for the education of our product but it will pay off because DayWear Plus will be on top in the skin care market. In the third year of our campaign we are projecting revenues of $1,000,000.

Mission Statement

"The EstÐ"©e Lauder Companies Inc. - Bringing the Best to Everyone We Touch." (EstÐ"©e Lauder, Retrieved January 24, 2006).

Political Forces

Sweden has been a monarchy for almost a millennium, with its taxation controlled by the Riksdag (parliament). It consisted of four chambers, made up by representatives from the 4 estates: clerics, nobility, townsmen and peasants, until 1866 when Sweden became a Constitutional monarchy with a bicameral parliament. Its First Chamber was indirectly elected by local governments, and the Second Chamber directly elected in national elections every four years. (Politics of Sweden, retreived January 10, 2006).

In Sweden the public sector, i.e. national government and the local authorities, has assumed responsibility for a great many services. These include education, labor market and industrial policies, care of the sick and elderly, pensions and other social security, environmental protection, and so on. To discharge its responsibilities, the public sector must lay claim to a fair share of aggregate resources by means of taxation. Swedish taxes are therefore relatively high, but much of the revenue they yield goes back to taxpayers in the form of transfer payments and public services. The Swedish tax system includes many direct and indirect taxes and contributions. The most important direct taxes are the national and local income taxes and the national tax on capital. Aside from taxes, there is an extensive system of employer contributions, which cover pensions, health benefits and other social insurance. Revenues from indirect taxes of which go to the state, stem from two main sources: value-added tax and excises on duties. All tax legislation must be passed by Parliament. However, the local authorities are free to set the income tax rates in their respective municipalities and county council districts. Sweden has concluded conventions for the avoidance of double taxation on income and capital with some 60 countries. (Taxes in Sweden, retrieved January 14, 2006)

Technological Forces

Some of the most popular technology and channels of communication used in Sweden include: newspaper, computers, television sets, radios, landline telephones, cellular telephones, Internet capability, and much more. Swedes are among the greatest consumers of newspapers in the world, and every town is served by a local paper. Radio is a great source of getting information conveyed out to the Swedish people. Communication through television allows the people of Sweden to advertise in their country. Swedish people also depend on television to keep them up-to-date with the current news and what's going on around the world.

During the late 1990s, telecommunications and information technology (IT) attracted increasing attention in their role as twin engines of economic growth. The Swedes became international pacesetters in finding applications for "new" technology. The country has retained its leading position, even after the downturn in the world market for telecommunications and IT that followed the overoptimistic investments at the turn of the 21st century. Telecom- and IT-based economic and technological growth is continuing, but at a slower pace. In the late 1990s it was the convergence between telecommunications and IT that drove developments. As the 21st century unfolds, the