(2) Vision and core values
a. Vision for 2015 : AP has set their sights on growing AMOREPACIFIC into one of the Top ten cosmetics companies in the world by 2015. To this end, AP is cultivating ten mega-brands that can allow them to realize their vision: Be a global provider of total beauty and healthcare solutions.
b. AMOREPACIFIC Way : AP instituted the AMOREPACIFIC Way as a set of core values and code of conduct for employees worldwide to share and follow in their roles as the "Asian Beauty Creator." This credo covers the five core values of openness, innovation, proximity, sincerity and challenge. "Openness" is the belief that true innovation and growth occur when communication is taking place with those outside the organization. "Innovation" is the passion to introduce new things to the world at all times, and "proximity" refers to the willingness to remain at the customers` side in order to serve them. By "sincerity" we mean a commitment to performing every task, no matter how small, to the very best of our abilities. Finally, "challenge" expresses the spirit of never being satisfied with the status quo.
2. Business activities and core competency
(1) The business performance of AP is mainly divided into two categories; Cosmetics and MC&S (Mass cosmetics and sulloc). The portion of profits generated by these performances is shown below.