l'oreal marketing strategy (Solution)
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Added on 2020-10-23
l'oreal marketing strategy (Solution)
Added on 2020-10-23
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BUSINESS STRATEGY
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31. PESTLE and SWOT analysis of organisation for assessing its capabilities......................32. Porter's Five Forces Model for examining competitive environment................................6TASK 2 ...........................................................................................................................................73. Evaluation of different types of strategic directions available to an organization.............74. Strategic management plan for L'oreal by including strategies, objectives and tactics.....9CONCLUSION..............................................................................................................................10REFERENCES .............................................................................................................................11.....................................................................................................................................................112
INTRODUCTIONBusiness strategy is a master plan which is used by the management of the companywhich assist them in achieving the specific objectives and business goals. It is used as a longrange study of the desired representation, designation and direction of the organisation. It is a setof competitive moves which is used by the organisation to attract the customers, enhance theperformance of the organisation and for achieving the goal of the enterprise (Brewster, 2017) . Inthis project report, we are considering L'oreal, which is the world's biggest French company forpersonal cosmetic care. Its headquarter is located in Clichy, Hauts-de-Seine by EugeneSchueller with a registered office which was founded in Paris in 30 July 1909. This project reportfocuses on SWOT and PESTLE of the enterprise. Along with the valuation of different types ofstrategic directions, an analysis of the organisational capabilities is also mentioned in this report.Strategic Management plan with different strategies is also produced in this project report. TASK 11. PESTLE and SWOT analysis of organisation for assessing its capabilities.Strategic planning refers with the process in which the leaders of a firm determine andidentify the vision and mission for the future growth of an organisation. In this, certainguidelines are used by managers of an organisation in order to undertake several activities likeensuring the staff members in attaining the desired business goals and objectives. This is anactivity which help an organisation to focus on its future objectives. In respect of L'oreal, whichis a leading brand of skin and hair care products towards its customers. L'oreal is best among itscustomers because of its effective name and extensive portfolio of their hair and skin careproducts (Cavusgil and et. al., 2014) . In today's time, L'oreal is dealing with high competition as3
customers today are more conscious about their skin and hair products. Therefore, it is importantfor L'oreal to follow an effective plan of action to sustain in market. Also they should carefullyfollow and address their internal and external market situations which has been expressed inform of PESTLE and SWOT analysis, which are elaborated below -SWOT analysisStrengthsWeaknessesL'oreal brand has best goodwill in market asthis offer and launch innovative products fortheir customers across the world. The companyalso has a well established Research &Development team which takes care of the newproducts of L'oreal in order to meet the needsand demands of the customers and also tocompete with their rivals. Apart from hair andskin care, make-up, sun protection, perfumes,etc., the company is also active in the medicalfields.The major weakness of L'oreal is that it hasdecentralised organisational structure, and dueto many subdivisions of the company, thedifficulty also faces in the control as, a singleindividual cannot be able to handle all theoperations. Apart from this, L'oreal is alsohaving strong competition from their rivals.OpportunitiesThreatsL'oreal has the opportunity of growing marketshare because many patents are registered bythe organisation. L'oreal can gain anopportunity by entering into emergent marketwhere their products does not exist, they cansell their products at economical prices by thisthey can gain the loyalty of customers.One of the major threat for L'oreal is thegrowing competition in the industry ofcosmetic brand. The economy is suffering fromthe financial condition, so due to low prices,customer are not able to buy the products ofL'oreal, so it is also the threat for theorganisation.PESTLE AnalysisL'oreal is one of the largest cosmetic brand for beauty products in the world. It is making variousvarieties of beauty product to meet the customers need and wants and fulfil their requirementrelated beauty product (Chang, 2016) . It was established in France and it is describes as a best in4
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