p远迅-上海-家化项目－报告最终版本 -2006.pptVIP

案例研究——Aveda 2006.8.20 目录 公司介绍 发展历程 经营与市场状况 业务与战略分析 核心竞争力分析 特别发现 雅诗兰黛收购Aveda分析 Aveda公司介绍 what is aveda? A global, environmentally pioneering company founded in 1978. A widely recognized, path-blazing brand of nature-based products for hair, skin, body and well-being A world wide web of Aveda Environmental Lifestyle Stores, known for retail excellence. A network of Aveda Concept Salons and Spas and Aveda Lifestyle Salons and Spas, industry trendsetters in the arts of hair styling and hair coloring, skin care and spa services Aveda’s Founder ——?Horst M. Rechelbacher Horst founded Aveda in 1978, is an active environmentalist, innovative business leader, author and artist. In the mid 1990s he started Intelligent Nutrients-a biodynamic-and organic-based high-function food and nutraceutical corporation-and HMR Enterprises, which specializes in film, arts and antiques. Born in Austria, the son of an herbalist and naturalist, Horst began a three-year apprenticeship in the beauty and salon industry at the age of 14. He set up his own hair salon here in 1965 in Minneapolis. Through the 60s and 70s, he maintained his platinum reputation as a stylist, while experimenting with his own cosmetics and hair-care supplies At the same time, he’d become interested in Eastern philosophy and religion. He became interested in his mother’s traditional herbal infusions and sensed a connection to some of the Eastern philosophies he’d been exposed to in India, Nepal, and Tibet He studied and received a degree in Ayurvedic medicine, the traditional Indian approach to healing that uses 175 essential oils prepared from plants and flowers. He started meditating on a regular basis. He began to sense that his industry was ripe for a revolution 1978, he launched Aveda—a Sanskrit word meaning “all knowledge”—to engender his new principles about personal and global renewal, while trying to eliminate the use of toxins and petrochemicals in personal care products. 目录 公司介绍 发展历程 经营与市场状况 业务与战略分析 核心竞争力分析