An Analytical Study of L'Oreal's Business Strategies

The assignment is an analytical study of L'Oreal's business strategies, incorporating a PESTLE analysis to identify external factors affecting the company, a SWOT analysis to determine its strengths, weaknesses, opportunities, and threats, and Porter's Model of Generic Strategies to assess its competitive advantage. The document also reviews relevant studies on the cosmetics industry, including research on social media and customer retention in the luxury beauty industry, and the intersection of social media and customer retention in the luxury beauty industry.

BUSINESS STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
LO 1.................................................................................................................................................1
PESTLE and SWOT analysis of the organisation with its capabilities......................................1
LO 2.................................................................................................................................................4
Prepare analysis of the competitive environment of the organisation with using Porter's five
forces model................................................................................................................................4
TASK 2............................................................................................................................................5
LO 3.................................................................................................................................................5
Evaluation of different types of strategic directions that are available to the organisation........5
Justification and recommendations of the most appropriate growth platform and strategies.....6
LO 4.................................................................................................................................................7
Produce a strategic management plan with strategies, objectives and tactics.............................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
In order to determines the best future direction in the business, strategy helps to
understand positioned which take place in the market. Business strategy is a planning tool that
helps to company to set their goals and objectives for long term growth and development. It
contains mainly two primary types of strategies such as generic and competitive (Reisenwitz and
Fowler, 2018).
Present study based on L'Oreal which leads in wide range of skin care and accessories. It
is large global company that deals with more than 1000 employees. They focus on international
renowned products which is evocative brand signature phrase.
For gaining insight knowledge and information of the present report, it covers PESTLE
and SWOT analysis in the organisation. Furthermore, it includes competitive environment
analysis with using Porter's five forces model. Moreover, different types of strategic directions
that are available to the enterprise.
TASK 1
LO 1
PESTLE and SWOT analysis of the organisation with its capabilities
Beauty industry successfully diverse and comprising for different types of skin care and
make-up products. Beauty brand supply tools that helps to improve appearance in the market.
Business strategy
L'Oreal adopted effective branding strategy that would be beneficial to attain more
growth and profitability at workplace. As a result, business unit focus on developing their
productivity to gain more market share.
Mission
L'Oreal has mission to help female and male to realise their inspiration and express
wonderful personality which gives value to the enterprise.
Vision
The chosen company has vision to enables all individuals to express their personalities,
gain self-confidence and open to others as well.
Objectives
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To develop brand value of the company in different areas of the world to attract several
number of customers.
In this consideration following PESTLE and SWOT analysis consider for L'Oreal
company:
PESTLE analysis Political factors: Political factors contains rules and regulations of the government in
particular country. In the UK, political policies create very many effects on the company.
Along with this, import policies play significant role to get success in business (Stokinger
and Ozuem, 2018). In respect to set globalisation, political factors positively influence to
L'Oreal in positive manner. This is because, political stability helps to increase more
productivity of the enterprise. Economic factors: Economic factors contains exchange rates in particular country where
company is working. Recession is mainstream which upbringing L'Oreal. Price is also
important factor that contain important role in the business. UK has good economy so
that more customers buying products items of the chosen business. Hence, it impacts
positively on the enterprise (Geng and Fang, 2016). In the UK market, there are different
inflation, exchange rate, etc. create impact on the chosen business. It influences positively
to increase desired level of results and outcomes. Social factors: Social factors encompasses with technical trends in the society. Modern
society is more interested in fashion trends of the chosen business products. Society has
the latest technology which eager to adopt contemporary technical trends (Pudaruth,
Juwaheer and Seewoo, 2015). Hence, innovative outcomes welcome in L'Oreal. Hence,
in UK social and ethical pressure which play important role in business. Changes in
customer demand and market trends, highly influence to the business so that they need to
deal in products and services that are demanded by customers. Technological factors: Technology is important element that consider certain attributes
such as innovation and trust that consider great role. It helps to encourage innovation to
follow contemporary trends (Voigt, Buliga and Michl, 2017). For fashionable products,
L'Oreal get success with the latest technology. Advance technology in the UK helps to
deal with desired level of outcomes. This is because, creative products and services easily
develop in the new areas of the world.
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 Environmental factors: In UK, environment encompasses with different types of global
environment safety laws which follow with global standards. The selected business
focuses on making beautiful and pollution free environment to follow all international
standards. It helps to support such campaigns to follow all norms in the world (Shin and
Park, 2019). Environmental factors create major impact on the selected business because
in the market, they need to cope up with natural activities. It assists to save environment
in positive consideration that helps to make more innovation and creativity at workplace.
 Legal factors: In the market, L'Oreal has many competitors so that in order to maintain
success, it is essential to focus on fulfilment of legalities. With respect to maintain
qualitative results and outcomes in the country, the selected brand it very much
concerned about all legit stuff. Hence, it is very important brand to take innovative results
(Umemura and Slater, 2017). All legal and ethical rules and regulations must be follow in
the business that helps to deal with innovative functions in the business. Therefore,
effectiveness successfully develop that assists to set strategy in enterprise.
SWOT analysis Strength: Cosmetic industry continuously faces competition in the country but L'Oreal
make their growth and success with innovation. Company has made advance growth with
development strategy. With the help of this strategy, consumer's demand can be
accomplish in different areas of the world. Another strength of the chosen business is that
they focus on quality and safety to take appropriate corrective measures (Leban and
Voyer, 2018). Strength of the selected enterprise helps to make brand loyalty in consumer
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Illustration 1: PESTLE analysis of L'Oreal
(Source: Pestle Analysis of L’Oreal, 2017)

mind. As a result, it would be beneficial to gain more success and effectiveness at
workplace of the business. Weakness: However, there are several weaknesses of the company in which L'Oreal has
multiple acquisitions due to which high expenses occur in the business. Furthermore, they
are dependent on suppliers which create many problems to deal in products at right time.
Weaknesses of the selected enterprise create negative impact on functions and operations
which increase issues to make creativity at workplace. Opportunities: There are several opportunities in front of L'Oreal to increase their market
and effectiveness. In this regard, new market has been developed successfully in Africa
and Middle East so that it contain effectiveness to attain targets and goals in systematic
manner. They can also travel in retail sector operations and functions so that profitability
can be increases successfully in the market. Moreover, products for fast growing in BRIC
country areas to deal in several areas. In new areas, the selected business can easily
expand their operations and functions which would be beneficial to focus on growth of
L'Oreal.
 Threats: In order to deal in different areas of the market, there are several threats occurs
towards L'Oreal such as high competition, emergence of new business model,
recessionary trends, etc. There is high competition in market so that the chosen business
need to set strategy which would be beneficial to grow desired level of outcomes.
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Illustration 2: SWOT analysis
(Source: SWOT analysis of
L'Oreal, 2018)

Organisation's capabilities
Organisation's capabilities can be explained in following terms: Human resources: L'Oreal has more than 1000 employees who possess innovative skills
and capabilities. They have a lot experience regarding market so that they can easily deal
with several customers easily. Physical and material resources: In the chosen business, machine, land and building are
main physical and material resources that contain desired level of results to deal with
several people together. Financial resources: In L'Oreal, money and credit financial resources carried that helps
to the enterprise to determine creative results with several kinds of products with
innovative capabilities.
 Intellectual resources: In the selected business, there are several intellectual resources
have such as copyrights, designs, patent, etc.
LO 2
Prepare analysis of the competitive environment of the organisation with using Porter's five
forces model
Porter's five forces exists which contain intensity of rivalry, threat of substitute, threat of
new competitors, bargaining power of suppliers and bargaining power of customers. In L'Oreal,
competitive environment of the organisation can be assess in following manner: Rivalry among competitive firms (High): In UK market, there are several competitors
exists so that rivalry among them is high regarding cosmetic and skin care products.
L'Oreal continuously increase market shares through keeping different kinds of strategies
so that quality enhancement assists to deal with the highest technology and innovation
(Yu, Park and Sung, 2015). Threat of new entrants (Low): In UK, there is low threat of new entrants because more
investment require in this sector and strong company deals in market such as L'Oreal,
Proctor and Gamble, Olay, Avon, etc. Threat of substitute (Low): In the country, ageing is main issue due to which people is
looking for skin cares. As a leader of cosmetic and beauty sector, there is less threat of
substitute in the market (Mihailovic, Vescovi and Pontiggia, 2017). Along with this,
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people have good faith and trust on L'Oreal brand so that they are not considered any
other product in skin care. Hence, there is low threat of substitute in UK. Bargaining power of suppliers (Low): Supplier have little opportunity to pose enormous
threat to L'Oreal. Suppliers have low bargaining power because in different countries the
chosen organisation have low bargain power with supply. As a result, the selected
company not facing too many threats from their supplier.
 Bargaining power of customers (High): In the UK market, there are several powerful
competitors such as Proctor & Gamble, Shiseido, Avon, etc. companies exists due to
which higher bargaining power of customer in the market. Usability of different
company's different products are high. Hence, potential customer has the choice to for
other enterprises. As a result, L'Oreal faced with threat of lack of customer.
McKinsey's 7 strategy model Strategy: With the help of mission and vision, objectives of the chosen business
successfully develop in strategic planning of L'Oreal. This is because, it contains desired
results at workplace to set well organised activities. Structure: The chosen organisation consider hierarchical layer to perform several
functions and operations in the business. In this regard, the selected business will easily
develop their outcomes in new areas. Systems: Systems are considered in formal and informal methods of operations,
procedure and communication flows. As a result, L'Oreal can easily set their structure to
focus on goals and objectives. Style: Style can be develop as leadership and management consideration. In this regard,
democratic leadership style followed in the chosen business. Shared values: Standards and values with other forms of ethics standards and values
forms successfully build to accomplish vision, corporate culture to identify key elements. Skills: Skills of the organisation towards their employees helps to take consideration to
attain goals and objectives.
 Staff: Staff members of L'Oreal need to focus on their competences and job descriptions
that would be helpful to set more goals and objectives.
VRIO model
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 Valuable: In order to create something valuable, several resources implied that assists to
attract customers and develop successful opportunities. Hence, competitive advantages
can be successfully gain at workplace. Rare: L'Oreal need to control scare resources and capabilities with position of
competitive parity. People need to take value with putting company's position in
competitive manner. Inimitable: It is very expensive to duplicate resources of the enterprise and capability
which is substitute to compete with different offering. Organised: With the help of organised management system, it can be stated that process,
structure and culture capitalise on resources.
Porter five force model: Porter's five forces exists which contain intensity of rivalry, threat of
substitute, threat of new competitors, bargaining power of suppliers and bargaining power of
customers. In L'Oreal, competitive environment of the organisation can be assess in following
manner: Rivalry among competitive firms (High): In UK market, there are several competitors
exists so that rivalry among them is high regarding cosmetic and skin care products.
L'Oreal continuously increase market shares through keeping different kinds of strategies
so that quality enhancement assists to deal with the highest technology and innovation
(Yu, Park and Sung, 2015). Threat of new entrants (Low): In UK, there is low threat of new entrants because more
investment require in this sector and strong company deals in market such as L'Oreal,
Proctor and Gamble, Olay, Avon, etc. Threat of substitute (Low): In the country, ageing is main issue due to which people is
looking for skin cares. As a leader of cosmetic and beauty sector, there is less threat of
substitute in the market (Mihailovic, Vescovi and Pontiggia, 2017). Along with this,
people have good faith and trust on L'Oreal brand so that they are not considered any
other product in skin care. Hence, there is low threat of substitute in UK. Bargaining power of suppliers (Low): Supplier have little opportunity to pose enormous
threat to L'Oreal. Suppliers have low bargaining power because in different countries the
chosen organisation have low bargain power with supply. As a result, the selected
company not facing too many threats from their supplier.
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 Bargaining power of customers (High): In the UK market, there are several powerful
competitors such as Proctor & Gamble, Shiseido, Avon, etc. companies exists due to
which higher bargaining power of customer in the market. Usability of different
company's different products are high. Hence, potential customer has the choice to for
other enterprises. As a result, L'Oreal faced with threat of lack of customer.
TASK 2
LO 3
Evaluation of different types of strategic directions that are available to the organisation
In order to gain desired results, L'Oreal face unique challenges. There are certain specific
strategies exists which helps to identify product strengths, adjusting pricing and acquire other
business. Strategic direction involves central forces which propel business towards intended
objectives. As a result, following are different types of strategic directions available in front of
the chosen business enterprise: Vision: L'Oreal has vision to meet with desired level of customers in each area of the
world. Therefore, they are able to create connectivity of different network in all over the
world to accomplish their vision. Mission: The chosen organisation also offering all women and men in worldwide with
best of cosmetics innovation in terms of quality, efficacy and safety to satisfy their desire.
Furthermore, L'Oreal has mission to help men and women around the world to realise
aspiration and express individual personalities to fulfil it. Strategies: L'Oreal has chosen a unique strategy that is universalisation. It means that, the
chosen has globalisation which is captures, understands and respects differences.
Differences consist in desired, needs and traditions. In order to offer tailor made beauty,
they are able to meet with aspiration of consumers in each areas of the world (Pudaruth,
Juwaheer and Seewoo, 2015). Tactics: The chosen business consider product and service strategy which is used to face
competition which requires constantly to present new and better products to keep changes
in consumer demand. With this regard, L'Oreal focuses on innovation that helps to set
creative outcomes and deals with target market as well.
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 Core values: In core values of the selected business are principles, ethical principles
includes that shape to culture in effective consideration. In this context, principles of the
business are integrity, respect, courage and transparency. In addition to this, ethical
principles of L'Oreal are reputation, culture, underpin, etc. that recognised by all
employees. Integrity plays vital role which contain building and maintain trust with good
relationships (Yu, Park and Sung, 2015).
Justification and recommendations of the most appropriate growth platform and strategies
Strategies and tactics successfully develop in two different things. It assists to formulate
business goals that helps to accomplish strategic goals. Strategy refers as direction toward a goal.
In this consideration, following are different strategies in L'Oreal has been successfully
developed to accomplish strategic goals: Product and service strategy: In industry competition, it is essential to constantly present
new and better products with services that keep changes in consumer demand. L'Oreal
consider this strategy to make their products innovative and deal as per consumer
preference. Furthermore, it can be recommend that the chosen business need to
concentrate on adding new features in their products which helps to concentrate on
fulfilling particular customer needs and requirements. High and low pricing strategies: Pricing strategy not always employing to gain industry
dominance. However, in L'Oreal determines high prices' tactic which equate more quality
with prices. Other enterprises use low price tactics which presenting special sales, rebates
and deep discounting. It has been recommended that, the chosen business should focus on
competitive pricing which helps to compete business with other organisation (Mihailovic,
Vescovi and Pontiggia, 2017). Marketing strategies to target customers: Marketing strategy seeks to target specific
consumers which is most likely to draw proper attention. It includes seasonal advertising
and special promotions to achieve market dominance. It mainly affects to market position
for the company to acquire business. Becoming exclusive distributor of L'Oreal products,
it is essential to increase advertising. In this consideration, the chosen business should
focus on social media marketing to attract different types of customers from several areas
of the world. The selected firm has excellent reputation so that people designed to
maintain reputation of the business in systematic manner (Duff, 2019).
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 Operational efficiency strategy: Operational strategy of lowering costs assists to produce
greater profitability which helps to create systematic planning for hiring contract
employees. Therefore, it can be stated that L'Oreal must set their operations and
manufacture products at lower cost to keep company at high stage. The selected business
need to set their operational efficiency strategy with effective planning, hiring contract
employees, establishing several facilities close to target customers (Pudaruth, Juwaheer
and Seewoo, 2015).
 Finance and investment strategy: In order to run business, it can be stated that it is
essential to develop strategy which require investment of money. In this consideration, it
is essential to involve tactics to accomplish appropriate payroll to take initiate decisions
in L'Oreal. Furthermore, the chosen business should implement more investment in their
products with adding features for development of the organisation.
LO 4
Produce a strategic management plan with strategies, objectives and tactics
In order to consider strategic management plan, following stages can be included in
L'Oreal with using, strategies, objectives and tactics:
Organisation objectives with gather facts:
 To enhance well-being, mobilising innovative strength to preserve beauty to support local
community.
 To explore unique research which helps to develop new field to invent future products. To fulfil each customer desire and requirements through assess their needs from different
areas of the world (Stokinger and Ozuem, 2018).
Situational assessment with SWOT analysis: With respect to assess particular situation,
following SWOT analysis has been consisted for L'Oreal:
Strength Weaknesses
 Continuing research and innovation in
the interest of beauty that assure offers
best to their consumers.
 High-end advertising which adapts to
culture of target audience.
 Organisational structure is
decentralised so that there are many
sub-divisions in the company.
 Stiff competition from other leading
cosmetic established brands (Umemura
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 L'Oreal operating in more than 130
countries over 40 manufacturing plants.
and Slater, 2017).
Opportunities Threats
 The chosen business can tap in the
growing market with range of different
products in the countries.
 Greater market share with numerous
patent registered
 Growing competition in field of
cosmetic brands.
 Downturn economic
 The best line of L'Oreal not fulfil basic
needs of customers.
Review inputs: L'Oreal considered corporate strategy through expand with acquisition. In
this way, internal development and acquisition of the company is operating in cosmetic industry.
Therefore, long term strategy of the chosen business facilitate with group's liquidity and low
debts. R&D activities in marketing and distribution successfully expanded to promote in
different geographical segments (Ozuem, 2016). Hence, the selected business offers different
types of products that completes portfolio of the business and its brands.
Strategic matrix: Business level strategy can be determines as core competencies which
must be focused to satisfy customer needs and accomplish their goals as well (Agnihotri, 2016).
There are detail actions taken to provide value to customers to gain competitive advantages in
L'Oreal. They are as follows: Cost leadership: Organisation compete for wide customer based on particular price. Price
is also based on internal efficiency which helps to sustain at average return and cost to
customer so that they purchase products and services. Generic goods are also acceptable
for many customers to offer the lowest price (Reisenwitz and Fowler, 2018). In L'Oreal,
it includes building state of art with efficient facilities, maintain right control over
production and minimise cost of sales. Differentiation: Differentiation is a value which is provided to customers with
considering unique feature and characteristics of an organisation's products instead of the
lowest price. It can be done with high quality, features, high customer services, rapid
product innovation, implementation of advanced technological features, etc. (Stokinger
and Ozuem, 2018). Hence, value has been created through raising buyer's performances,
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sustainability, etc. In L'Oreal, differentiation strategy has been placed with uniqueness of
products and services. Focused low cost: L'Oreal not inly considered competition on price but they also select
small segment of market to provide goods and services to several customers. For
instance, the chosen business focuses on selling their products with low cost (Santos,
Au-Yong-Oliveira and Branco, 2018).
 Focused differentiation: Organisations not only compete on the basis of differentiation,
but also select small segment in market to provide goods and services. In L'Oreal,
companies need to set smaller segments that helps to L'Oreal to create wider base of
customers. It is especially true when the organisation face difficulties for industry wide
competitors to serve needs of group of customers. However, there are several risks also
facing with focused strategies such as competitors, interest to broad market firm
(Umemura and Slater, 2017).
Define strategies: In L'Oreal, strategic decision based on mission which is design to
provide beauty for all. With respect to consider strategic map, there are five dimension such as: Research and innovation: The chosen business, unique research model develop to
response world's diverse beauty expectations. It believes that strong cosmetic research
assists to generate more products that helps to gain sustained results. Hence, in this
aspect, formulation adapted for particular brand identities and consumer expectations
(Shin and Park, 2019). Corporate social responsibility: Intent to present mission of providing beauty and
personal care products is responsibility of L'Oreal for their customers, partners,
employees and other stakeholders. Sharing growth consider commitment in community
which pays attention in surrounding communities. Along with this, consumers and other
stakeholders assist to understand concern to remove certain ingredients. Human resource management: Human resource management has profoundly changed
with several challenges to lives around the world (Geng and Fang, 2016). With the help
of developing positive strategy, international talent recruited. In the selected business, HR
policies focuses on two different areas such as explore talented individual, diversify in
different markets.
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 Marketing management: With the help of marketing management, L'Oreal get success to
reach and fulfil diverse needs of customers from different nations in all over the world.
With different income level (Voigt, Buliga and Michl, 2017). There are different types of
marketing helps to the chosen business to increase more profitability and productivity
such as digital marketing, content marketing, collaboration, etc.
 Finance management: Finance management is key of success of the chosen business
enterprise. With this regard, L'Oreal performance contribute valuable information to
make dynamic growth. It includes, accounting, internal audit, operational finance, etc.
that helps to grow desired level of results at workplace (Pudaruth, Juwaheer and Seewoo,
2015).
Porter generic strategy
The Porter Generic strategy can be used to determine appropriate direction in L'Oreal.
Therefore, there are 4 different strategies exists that can be chosen by the firm to beat
competition. Cost leadership: This strategy helps to set lower cost in broad market and determine the
lowest possible price. In this way, keep cost low helps to ensure that larger market share
ascertained at workplace. Differentiation: Target market is broad so that differentiation in the business helps to set
product and service unique features. L'Oreal generally considered this strategy which
would be beneficial to make more attractive products that can be compare in competition
easily. Cost focus: In the market, where little competition exist, it is essential to offer the lowest
possible price. In this kind of strategy, target market develop understanding with
dynamics to ensure that cost remain low.
 Differentiation focus: In target niche market, products and services provided with unique
features so that it would be beneficial to include strong brand loyalty among consumers.
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Ansoff matrix: Market penetration: Market penetration strategy is the least risky for L'Oreal for several
existing resources and capabilities. In growing areas of the market, simply it helps to
maintain market share of the company to increase several opportunities. Market development: In this strategy additional market segment successfully develop that
helps to deal in different geographical regions. Hence, L'Oreal can set their strategy tp
expand market into new areas. Product diversification: Product development strategy assists to the chosen company to
deal with more creative and specific aspects of the market. Therefore, in new market
development, new product set by L'Oreal to increase market share. Diversification: Diversification is most risky with more growth so that it requires
products and market development with core competencies in the firm.
Balance scorecard for vision and strategy:
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Illustration 3: L'Oreal strategy
(Source: Porter's Model of Generic Strategies for Competitive Advantage, 2018)

 Customer value proposition: Customer value proposition is the unique added value in the
business that offers them with its operations. Logical link between action and pay-off
create in L'Oreal. Mission: L'Oreal has mission to develop their functioning with provide qualitative
products and services to their customers. Performance measure: It is metrics that used to provide analytical basis for decision
making and focus attention to accomplish strategic objectives. Perspectives: Perspective is view within the organisation that successfully develop with
basic characteristics to encompasses organisation activities. Strategic initiatives: This program helps to turn strategy which used in operational terms
for underpinning decisions and provide structured way. Strategic objectives: Strategic objective in the business ascertained continuous
improvement which done in successful way. Strategic results: Strategic results ascertained for desired outcomes to focus on business
areas. Strategic theme: Excellence in cosmetic product is strategic theme of L'Oreal. Strategic map: Strategy map display helps to create cause and effect relationship among
several objectives. Strategy: To accomplish vision, it intends to set desired goals. Target: Desired level performance used to measure creativeness at workplace.
 Vision: Vision statement is organisation picture to gain more success in future.
Review and adjust: In order to grow desired level with strategic plan, L'Oreal need to
implement their objectives and goals to accomplish desired outcomes. In this regard,
effectiveness also generate to understand growth rate, market share, etc. Therefore, at last
progress has been monitoring to develop competitive advantages in appropriate manner (Leban
and Voyer, 2018). In this regard, effectiveness generated to choose substitute products that offer
on equal standard.
CONCLUSION
From the above report, it can be concluded that L'Oreal consider more growth and
development of business to deal in different kinds of products. In this regard, it included
PESTLE, SWOT and organisation's capabilities for strategic planning. Furthermore, it
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summarised about strategic directions that are available in business to communicate goals and
objectives to target audience. For instance, core values, vision, mission, etc. Moreover, it
articulated about strategic management plan with including strategies, tactics and objectives.
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competitive-advantage>.
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