Case Questions:
1. Where and how does AmorePacific make most of its money? How has it been able to dominate the Korean market against local firms such as LG Household and Healthcare (HHC) and multinationals such as L’Oreal?
2. Assess the performance of MNCs: How do they compete against local competitors? What are the reasons for local companies outperforming MNCs?
3. Which of AmorePacific’s three principal international targets—France/Europe, China, and the United States—seems the most promising? Should a penetration strategy for the US/Europe differ from that for China?
4. What other recommendations would you make to Suh Kyung-Bae about AmorePacific’s internationalization? Would it make sense to accelerate expansion via inorganic growth
