Marketing and Management of L’Oreal group

Added on - 28 May 2020

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Running head: MARKETING AND MANAGEMENT0MARKETING AND MANAGEMENT
MARKETING AND MANAGEMENT1Table of ContentsIssue 1: Company and industry analysis:.....................................................................................................1Issue 2: analysis of 5C’s..............................................................................................................................2Company: SWOT analysis:.....................................................................................................................2Customers:...............................................................................................................................................4Collaborators:..........................................................................................................................................4Competitor’s analysis:.............................................................................................................................4Context: PESTLE analysis......................................................................................................................5Issue 3:........................................................................................................................................................6Issue 4: Developing the marketing strategy.................................................................................................7Issue 5: Development of marketing tactics..................................................................................................8Conclusion:.................................................................................................................................................9References:..................................................................................................................................................9
MARKETING AND MANAGEMENT2Issue 1: Company and industry analysis:L’Oreal group is one of the largest cosmetic companies in the world. The registered office of thecompany is located in Paris and the head office of the company is situated at Clichy, France. Thecompany operates in the industry of cosmetic products. The company has come into existence inthe year of 1905 and today the company serves the market with its 2000 products. The companyis continuously experiencing growth and serving the market with wide and diverse productrange. As far as the mission of the company is considered, it has been analyzed that the companywants to help the customers in realizing their aspiration and expressing their personalities to thefullest. This is the statement that helps the company to create value to their business. In terms ofmarket orientation, the company focuses on customers and societal marketing orientationconcept. The company’s slogan, “Because I’M worth it” justifies that the company ispersonifying its image and connecting its products to the customer’s personality (Gangjee &Burrell, 2010). The company has the great products range, following are the products divisions:Consumer product division: L’Oreal Paris, Garnier, Maybelline NYProfessional product division: L’Oreal Professional, Matrix, KerastaseActive cosmetic: VichyLuxury product: Lancôme, Biotherm, ralph Lauren and Giorgio ArmaniIndustry analysis:The global cosmetic industry has seen a great growth of around 3.8% in last 10 years. Out of allthe brands, L’Oreal is found to be the strongest brand and it has been reported that this is theluxurious brand that is expected to attain more growth in near future.
MARKETING AND MANAGEMENT3(Consultancy.uk., 2018).The above figure suggests that L’Oreal is at the top of all the top 7 companies of cosmetics in theworld. The statistic suggests that it has the largest market capitalization of all the brands.Issue 2: analysis of 5C’sCompany: SWOT analysis:In order to analyze the company.it is required to conduct the SWOT analysis of the organizationthat helps in identifying the strengths, weaknesses, opportunities and threats for the company.Following is the SWOT analysis of L’Oreal.Strengths:1.L’Oreal is considered as the largest and the strongest cosmetic brand in the world. Itsmarket capitalizations found to be largest of all the top cosmetic brands.2.Research and development: It has been analyzed that only pure manufacturing is not theway to success for the cosmetic brand thus it is required to involve dermatology,cosmetology, skin care, hair care etc. in the brand and this is what L’Oreal do (Crittenden,Crittenden, Ferrell, Ferrell & Pinney, 2011).
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