Coty Case Study

Coty Inc.s Business Landscape Coty Inc. is the worlds largest cosmetic and fragrancy company that focuses on selling high-end perfume brands. The companys main competitors are Estee Lauder Co. Inc and LOreal. Cotys intention customers ranged from young adults to professionals from all around the world. The companys load strategy is to offer high quality beauty products intercontinental to achieve product differentiation over competitors. Coty emphasizes celebrity- branded perfumes; most(prenominal) products introduced by the company are headed by famous drama stars, fashion icons, and well- known singers. In 2005, Coty acquired Unilever Cosmetic International (UCI) underling for $800 million to expand its fragrance market. UCI provided Coty with the opportunity to market more than top brands such as Calvin Klein, Vera Wang, and Chloe. After the acquisition of UCI, Coty approach problems integrating UCI infrastructure onto Cotys since most of UCIs touch on systems, such as ordering, warehouse and shipping were different from Cotys. at that place were duplication problems on the interpret chain between some(prenominal) companies which greatly added extra make up to the acquisition decision.

Coty believed that integrating the dickens companies should take the least time possible to offset the cost of the acquisition before the company could generate value for customers. As a result, Cotys short- term goal as a part of its core strategy was to fully integrate the supply chain within a six months deadline. To support its short-run goal, Coty had signed a contract with a vendor called iWay and employ service-oriented architecture (SOA) to integrate the systems which helped to enhance the performance of the overall SCM. object of the Information System and its Competitive Edge Being a oecumenic company serving two continents, Coty faced major challenges during the integration process as the chosen technology systems must swallow the ability to speak several different languages. At the start, Coty Inc. attempted... If you fatality to get a full essay, order it on our website: Ordercustompaper.com

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