...For the past century, L’Oreal has pursued its adventure in the beauty industry to cement its position as the world’s leading Cosmetics Company. Above and beyond its financial success, however, L’Oreal’s track record reflects an endless quest: A quest for innovation, begun a century ago by scientist and inventor Eugene Schaller, driven by tireless research and buoyed by a steadfast pioneering spirit; A quest for excellence through increasingly safe, imaginative and effective products; A quest for diversity and a range of cultures to meet the needs of men and women around the globe and make beauty products available to as many people as possible; A quest for purpose, a cornerstone of the L’Oreal approach, combining economic growth, ethics, social and environmental responsibility; 1. In 1909, young chemist and natural entrepreneur Eugene Schueller sets up the company that will later become L’Oreal. Everything begins with one of the first hair dyes, which he designs, produces and sells to hairdressers in Paris. The move forges the first link in the chain that is to become L’Oreal “DNA”: using research and innovation to enhance beauty. 2. These are the formative years of “Le Grand L’Oreal”. At the instigation of Chairman François Dalle, the Group starts to expand internationally. Acquisitions of strategic brands mark the beginning of a period of spectacular growth for the company. Emblematic products come into being. The company motto is “Savoir saisir...
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...Dezember 2005 Dezember 2005 Internationales Marketing Internationales Marketing Ann-Christin, Daniela, Marina Michaela Ann-Christin Daniela Marina, Michaela 1 1 Learning objectives • Historical background of L’ORÉAL • L‘ORÉAL brands • Positioning of brands • Globalization of brands & the business L’ORÉAL • Strategies of L´ORÉAL • Distribution • Finding Recommendations Dezember 2005 Internationales Marketing Ann-Christin, Daniela, Marina, Michaela 2 1 L’ORÉAL brands Consumer Brands: • L'ORÉAL Paris • Garnier • SoftSheen-Carson • Maybelline New York • Le Club de Createurs Professional Products: • Kérastase • L'ORÉAL Professional • Matrix • Redken Source: www.loreal.de Dezember 2005 Internationales Marketing Ann-Christin, Daniela, Marina, Michaela 3 L’ORÉAL brands Luxury Products: • Biotherm • Helena Rubinstein • Kiehl's Since 1851 • Lancôme • Shu Uemura • Designer Fragrances Active Cosmetics: • La Roche-Posay • Vichy • Innéov Source: www.loreal.de Dezember 2005 Internationales Marketing Ann-Christin, Daniela, Marina, Michaela 4 2 Positioning of L‘ORÉAL brands High Quality Luxury Active & Professional Consumer Low Price High Price Low Quality Dezember 2005 Internationales Marketing Ann-Christin, Daniela, Marina, Michaela 5 Ansoff Matrix Market Product Present New Present Market Penetration Market Development New Product Development Diversification Dezember 2005 Internationales Marketing Ann-Christin...
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... 3 3) Situational Analysis 3 Vision Statement 3 Mission Statement 4 4) Environment Analysis 5 PESTEL Analysis 5 Porter’s Five Forces Analysis 9 SWOT Analysis 11 5) Focus Strategy 13 6) Grand Strategy 13 Expansion 13 Related Diversification 13 7) Conclusion 13 8) References 14 1.0 Executive Summary Business Strategy is the direction and future goal set for a business to achieve the competitive advantages which unique tailored with the available resources within an organization to the rapidly changing environment to achieved their objective. (Johnson & Scholes, 2002) More precisely the strategy involved in the following finding: * Identify the external environmental that give impact to an industry * Identify the internal environment that gives impact on competition and profitability * Evaluate the new opportunity from current and new market * Assess the industry life cycle and forecast future changes in industry * Identify Critical Success Factors This paper report transcript the introduction of the company Atlantic Zeiser (the numbering machine company in the old days) and its subsidiary operation in ASEAN. The report follows by the analysis of its situation analysis and critic the Vision and Mission set by...
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...Table of Contents Executive summary 2 1.0 Introduction 3 2.0 Value proposition 4 3.0 Customer Centred Organisation 4 4.0 Customer Pyramid 6 5.0 Customer Relationship Marketing and CRM programs applied by L’Oreal. 8 6.0 Service Quality Gap in L’Oreal 9 6.1 Knowledge Gap 10 6.2 Policy Gap 10 6.3 Delivery Gap 11 6.4 Communication Gap 12 6.5 Customer Gap 12 7.0 Conclusion 13 8.0 Recommendation 13 9.0 Referencing 14 Executive summary As the corporate world is expanding itself throughout the globe it is also evolving at the same time. Expectations toward customers today have increase and the company have to adapt themselves in the ever changing environment of the 21st century. The challenges that are being placed in front of the business have also become more complex compare to previous centuries. This is because of globalization that has open up so much possibility in every aspect of the corporate world. This assignment is overall about Customer Value and Organisation has enabled them to understand the needs and wants. This report also highlights how the organisation can improve in terms of making more delighted customers. Through this way organisation will be able to retain customer loyalty for the long run. The report also evaluates the range and concludes that L’Oreal’s challenge in the current market needs to be able to understand the demand for a certain product. The major shortcomings are not being able to understand what are consumer needs,...
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