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L’Oréal Paris Expansion in Columbia

   

Added on  2019-09-26

8 Pages1813 Words262 Views
L’ORÉAL PARIS‘EXPANSION INCOLUMBIA’Strategies for expanding the business in foreign market

L’Oréal Paris Expansion in Columbia Table of ContentsINTRODUCTION........................................................................................................2L’Oréal......................................................................................................................2STUDY.........................................................................................................................3EXPANSION IN COLUMBIA................................................................................3STRATEGIES FOR ENTERING FOREIGN MARKET........................................4CORPORATE STRATEGY OF L’Oréal.................................................................5IMPLICATIONS OF FORMAL AND INFORMAL INSTITUTIONS..................5Formal implications..............................................................................................5Informal implications............................................................................................5CONCLUSION.............................................................................................................6REFERENCE...............................................................................................................71

L’Oréal Paris Expansion in Columbia INTRODUCTIONL’Oréal L’Oréal is a French cosmetics and hair care company and has its headquarters inClichy, Hauts-de-Seine, near Paris. It is considered to be the world's largestcosmetics company producing or providing various products from differentcategories involving hair care, colored cosmetics, skin care, hair color, sunprotection, oral care, child care, premium cosmetics, etc. The company is expandingand growing with each passing day as it also works in the research and developmentsector of the products before making it available to its customers. The company isvery active in the research field of toxicology, dermatology, biopharmaceutical,tissue engineering.("L'Oréal", 2016)It is one among the various companies listed in the Forbes Global 2000 list, servingthe public by providing products according to the needs of every segment ofcustomers, i.e., providing affordable as well as premium/luxury products to thecustomers, to choose as per their needs. It also taps the niche market for increasingprofits and serving as many customers as possible. The acquisition of YSL in 2008helped the company in beating the rate of global growth. In 2009, the growth rate inthe global beauty and personal care market of the company fell.The company’sadvertising slogan - "Because I'm worth it" itself shows the company’s strategy ofuniversalising the company’s mission of “beauty for all”.L'Oréal is a public company as some of its shares are raised from the public. It can beunderstood through the below given breakdown of shares: 5,7% by individualshareholders, 23.29% byNestlé, 1.9%treasury stock, 21.8% by internationalinstitutional investors, 33.31% by theBettencourtfamily, 9.3% by Frenchinstitutional investors,and 0.7% by employees.2

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