Coyt

| Executive Summary Bernd Beetz became the CEO of Coty in 2001. He transformed Coty, the erstwhile mediocre company, to one of the leaders in its industry. He deep-rooted the seed of transformation through cultivation of a civilisation that is fast-paced, entrepreneurial, and unconventional in its decision making process. The companys motto was faster, further, freer. He recruited the talented executive to the company and power saw and seized new opportunities. He expanded Cotys capabilities both through organic development as well as through strategic acquisitions. Under his leadership, Coty became the worlds largest fragrance company. He transformed Cotys internal organization from highly decentalisation to a coherent central organization. Breetzs goal is to promote the companys profit to $7 billion tax by 2015. The challenges his organization faces are two folds. First, his senior police squad was stretch to the limit. Second, as the company grew, it was under the threat of losing it culture, which has constantly been its competitive advantage. The challenge for him is to continue to grow and expand globally while maintaining his companys distinct culture. We believe that Coty is presented with a new opportunity but it needs to reconfigure its internal and out-of-door competencies in order to exploit the opportunities ahead.

The firm can be transformed in order to address the new foodstuff reality without having to lose its culture. Why is Coty successful under Beetz The success of Coty can be easily explained in light of the propellant capability frame work. Sensing Beetz was able to sense the market right on and made very interesting moves to capture the new trend. He saw an opportunity in the prestige fragrance and the nonfunctional markets.First of all he identified the development of a chars fragrance for the U. S prestige market as a critical goal. His research for the celebrity market pointed him to Jennifer Lopez as one of top candidate for celebrity fragrance.... If you want to rag a full essay, order it on our website: Ordercustompaper.com

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