Estée Lauder Companies is one of the most successful enterprises in the beauty and cosmetics industry worldwide. Estee Lauder started the company in 1946, whereby she created a way for women to purchase their perfume. Her family, the Launders, now owns a company that manufactures quality skin care products, makeup products, fragrances, and hair care products. The company has been in business for over 75 years and is ranked as one of the best global luxury and prestige brands.
The Estée Lauder 2020 Year in Review provides significant information about their products. For example, their hero products, which are over a hundred across their portfolio, and also their use of E-commerce to increase their geographical reach and market penetration. The report uses both quantitative and qualitative data to demonstrate their 2020 business fiscal year and is placed on the performance highlights page. The report uses both images and texts to create an aesthetically pleasing report whereby a picture of one of its products is displayed with its title, followed by a paragraph that describes the purpose of the report. The report uses images of their products and graphs to highlight their performance and make it more appealing. The data provided in the report is used to showcase the company’s growth in terms of sales and its strength in innovation. Additionally, the report uses figures to compare their five-year cumulative total returns and also specific terms to show their sustainability goals. An idea that can be adopted from this report is how data has been integrated since it accurately reveals how the business has performed over the years.
The Estee Lauder Report provides data in many forms. The data is used is used to give information on the company’s performance over the past year. For example, the data provided as visual data is used to provide financial information about the company, such as the net sales of the company’s products. Also, information about the company’s net sales category and net sales region is provided. According to Simeonova (2020), data visualization is essential in creating an effective communication strategy, for example, during the Covid-19 pandemic. Therefore, visual data will help the company meet its objectives of communicating with the customers. The information will create a better understanding and an excellent visual presentation to all who read this article.
Moreover, it is worth noting that the Estée Lauder 2020 Year in Review report is clearly organized. The report has a brief introduction, which informs the reader of what to expect in the report. The reader is able to get information about the company, what it has accomplished over the past year, and also its plans for its customers. The report is divided into nine sections, which focus on a specific aspect of the company’s performance. An idea about the structure within the report that can be adopted is the use of figures to display growth, for example, sales or revenues.
Furthermore, the Estée Lauder 2020 Year in Review report utilizes images that are unrelated to the data. The purpose of such photos is to illustrate points and also to create a visually appealing image. Since it is in the company’s best interest to attract more customers, the use of images is just another form of marketing strategy. The idea of using images in the report is an excellent strategy to increase the market capitalization and profitability of a business organization.
Besides that, the report clearly presents information to the readers. Through its headings and sub-headings, it clearly offers information to its readers on what they should know about a specific product they have. Also, this information is essential to the company as it helps the company meet its objectives, such as consumer engagement. One of the best qualities of this report is how it has used graphs to highlight its performance. The graphs accurately illustrate the sales of each of their products, making it possible to compare the performance of each product. In my own stakeholders report, I would improve online sales channels. Since many customers can now be accessed online, when online sales channels are improved, it will also enhance the company’s market share.
In summary, the Report on Estée Lauder 2020 Year in Review is both informative and leads to a comprehensive view of how a business is performing. It gives detailed information about the company, including its goals and objectives. Additionally, it provides an information guide on how to build a stakeholder summary report. Also, it gives ideas on the structure to adopt in a report in order to plan for a positive outcome in any particular business.
References
Simeonova, I. (2020). Responsible e-Communications in a Global Pandemic. Available at SSRN 4070011. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4070011
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