BTEC Unit 11: Globalisation Impact on L'Oreal Market Performance

This research project examines the impact of globalisation on the market performance of L'Oreal cosmetics company. The report includes an abstract, acknowledgements, table of contents, and detailed chapters covering the introduction, literature review, methodology, findings, and conclusions. The introduction provides the rationale, significance, aim, objectives, and research questions. The literature review explores the impact of globalisation on market performance, HR policies, and the challenges faced by L'Oreal in international markets. The methodology section outlines the research methods, instruments, sampling, and ethical considerations. The findings chapter discusses the research findings, comparing them with the literature review and analyzing the relationship between them. The report also includes research merits, limitations, and pitfalls. The conclusion summarizes the findings, provides recommendations, suggests future research, and includes a reflective statement. The research utilizes both primary and secondary sources to collect data and employs a "Research Onion" approach. The project aims to analyze the impact of globalisation on market performance and offer recommendations for L'Oreal.

Student Name ????
Student ID ????
Assessor Name
Qualification Pearson BTEC Level 5 HND Diploma Business (Management)
Unit Number / Title Unit 11 / Research Project (RP)
Project Title Impact of globalisation on market performance of an organisation.
A case on L’Oreal cosmetics company.
Date of Submission
Signature: Date: 12/07/19
1

ABSTRACT
HOW DO YOU WRITE AN ABSTRACT?
To write an abstract, finish your paper first, and then type a summary that identifies
the:
(1) Title
(2) Aim
(3) Rationale
(4) Methodology (Type of research, sources, method, sample, mentioned how
you prepared the analysis – table, graphs and analysis of data),
(5) Main findings
(6) Conclusion of your RP
After you get the details down, all that's left is to format it correctly. Since an abstract is
only a summary of the RP you've already done, it's easy to accomplish!
ACKNOWLEDMENTS [examples:]

ABSTRACT
In this research, there is discussion about impact of globalisation on market performance
on an organisation is studied. Globalisation refers to the process under which integration of
products and resources are required. With globalisation of operations, there is difference in
working style of company because it operates at international level because of change in working
style. This research is based on L' Oreal which is one of the leading brand in cosmetics sector
providing products in different countries due to globalisation of business operations. With this
investigation, research techniques will be understood through “Research Onion”. Primary and
secondary sources is used to collect data. Hence information is absolute and authentic. In this
investigation impact of HR policies at global level is clear.

Table of Contents
ABSTRACT.....................................................................................................................................2
ABSTRACT.....................................................................................................................................4
CHAPTER 1: INTRODUCTION....................................................................................................7
1.1 Rationale of this study......................................................................................................7
1.2 Significance of research...................................................................................................7
1.3 Aim of research................................................................................................................8
1.4 Objectives of research......................................................................................................8
1.5 Research Questions..........................................................................................................8
CHAPTER 2: LITERATURE REVIEW ......................................................................................10
2.1. Introduction...................................................................................................................10
2.6. Cosmetic sector and L’Oreal in international markets (globalisation)..........................12
2.7. Conclusion.....................................................................................................................12
CHAPTER 3: METHODOLOGY ................................................................................................13
3.1. Research Methods and techniques.................................................................................13
..............................................................................................................................................17
3.2. Research Instruments.....................................................................................................17
3.3. Sampling........................................................................................................................17
3.4. Ethical Issues.................................................................................................................18
3.5. Data Analysis and Interpretation ..................................................................................18
CHAPTER 4: FINDINGS ............................................................................................................20
4.1. Discussion of research findings.....................................................................................20
4.1.- Research findings.........................................................................................................20
4.1.1.- Copy here the aim, objectives and questions from chapter 1...............................20
Aim of research...................................................................................................................20
Objectives of research..........................................................................................................20
4.1.2.- Compare each aim, objective and questions with:...............................................21
a.- Results in the data analysis (Questionnaire - chapter 3).............................................21
b.-The literature review (Authors referenced in chapter 2).............................................25
4.1.3.- The relation between (a) and (b) is:......................................................................26

4.2. Research merits, limitations and pitfalls.......................................................................26
CHAPTER 5: CONCLUSIONS ...................................................................................................28
5.1.- Conclusions..................................................................................................................28
5.2.- Recommendations........................................................................................................28
5.3.- Future research.............................................................................................................29
5.4.- Reflective statement.....................................................................................................29
REFERENCES..............................................................................................................................31
APPENDICES...............................................................................................................................33
Questionnaire........................................................................................................................33
Gantt Chart ..........................................................................................................................34
Work-break Down Structure ...............................................................................................36

CHAPTER 1: INTRODUCTION
1.1 Rationale of this study
Globalisation refers to the process under which business operations are performed in
more than one country with integration of resources, employees, etc. There are different modes
through which business operations can be expanded such as merger and acquisition, joint
venture, etc.
In current market, there is more scope for growth and development because people are
more conscious about their looks and skin. So at global market there is more growth for cosmetic
industry.
L'Oreal is an international brand serving products in all over the world. This organisation
have headquarter in France and registered office in Paris. At international level, there is scope of
growth, hence this organisation is taken for research purpose though which information is
collected easily.
Rationale behind conducting this research is to understand impact of globalisation on
market performance of association and recommendations through which it can be resolved. With
this research, issues which are faced by managers of L’Oreal cosmetics company while working
at global level (Apăvăloaie, 2014). This also assist in knowing what are the strategies which
makes it easy to expand successfully at global level. With proper analysing of external market
and accept those changes, L'Oreal can make good brand image and maintain long term
sustainability in industry. This also makes clear understanding about role of manager and
employees while operating at international level and achieve positive impact.
So with the help of this research aim and objectives to analyse impact of globalisation on
market performance can be evaluated. It will be clear that there is change in working style of
L'Oreal while they are operating at international level because mangers has to analyse external
market.
1.2 Significance of research
For stakeholders- Stakeholders are the people who have interest in working of an
organisation. So in case of change in working style, management of L’Oreal cosmetics company
has to take confirmation from stakeholders. Significance of this research for stakeholders that
they came to know about growth prospects of organisation and changes through which positive

impact on performance of association can be evaluated. So they can favour fore change in
working style of L’Oreal cosmetics company.
For organisation- With conducting this research, knowledge about growth prospects at
international level can be evaluated. There are some issues which arise while working at
international level, so it can also be evaluated to enhance working efficiency.
For researcher- Research is person who conduct research activities for completing this
study. As research will be done in team, so researcher is able to improve presentation skills, team
working, ability, listening skills, etc. With assist them to conduct similar research in future
(Axelrod and VanDeveer, 2014). Researcher will able to enhance knowledge about ways through
which organisation can outshine at international level. If they want to operate in global market,
then this study assist them.
For academics- For conducting research in effective and relevant manner, there is use of
some specified format and tools and techniques. Under this research, there is proper knowledge
about tools and techniques to individuals, so they can enhance their academic skills.
1.3 Aim of research
To analyse the impact of globalisation on market performance of an organisation. A case
on L’Oreal cosmetics company.
1.4 Objectives of research
 To determine the impact of globalisation on market performance of L’Oreal cosmetics
company.
 To investigate the impact of globalisation on HR policies of L'Oreal.
 To determine the issues face by L’Oreal cosmetics company while working at
international level.
 To recommend some measures through which managers of L’Oreal cosmetics company
can resolve issues faced at global level.
1.5 Research Questions
 What is the impact of globalisation on market performance of L’Oreal cosmetics
company?
 What are the issues face by L’Oreal cosmetics company while working at international
level?

 What is the impact of globalisation on HR policies of L'Oreal.

CHAPTER 2: LITERATURE REVIEW
2.1. Introduction
Literature Review can be defined as the comprehensive summary of any previous
research done on a topic. The main aim of literature review is to provide the reader with nature
of the research on which it has been conducted (Belás and et. al., 2014). It is also conducted in
order to know about the existing theories, point of views, hypotheses, etc. in the field of research.
2.2. Impact of globalisation on market performance of L’Oreal cosmetics company
According to John Williamson, (2019), Globalisation can be defined as the process with
the help of which growth of world trade across different countries and boundaries is enhanced. It
also provides various opportunities to the businesses to grow and develop. As the trade
restriction across the boundaries of countries are relaxed. It makes easier for the companies to
increase their reach to the resources, technologies and markets of different cou8ntries which is
only possible in case the company is having something new and of good quality for the
customers of host country. On the other hand, as globalisation provides the company with
positive impacts, it also have some negative impact on the working of an organisation. These
impacts are related to the performance of an organisation in the new country, additionally it also
relates to the analysing of new market by the company on which the success and failure of an
organisation depends upon.
According to John Williamson, (2019), globalisation impacts upon the market
performance of L’Oreal in both the positive and negative ways. It is because it depends upon the
policies of an organisation that how they are made in accordance with the new environment in
which the country is dealing. The performance of an organisation depends upon the performance
and work of the employees working in that organisation. In case of L’Oreal company, the HR
Policies of the company are also have a big hand in its performance because in case the
recruitment of candidates are done at good level than it will help in the good performance of
company in the marketplace as efficient employees will bring positive results as compared to that
of inefficient.
2.3. Impact of globalisation on HR policies of L'Oreal

According to Elisabeth Natter, (2018), during the expansion of a business at the global
level, the HR Policies of an organisation are also impacted. It is because in the new country the
difference in relation to the competency level of employees, competition and taste and
preferences of people exists. Due to this, the impact relates to the globalisation of human capital
as the procedures of HR in the home country will different from the host country. This will make
the HR to make changes in the policies and procedures of working of company in accordance
with the new environment. This change relates to the rules and regulations of the government,
technology and competition level of the organisation which not only impacts upon the policies
and procedures of HR but also impacts upon the other functions of L’Oreal company. HR
manager of L'Oreal has to select candidates who have knowledge about latest techniques which
are specific and relevant in current market. Interpersonal skills have to good and confidential
level must be high. These days, changes are taking place regularly, so employees who are aredy
to work under dynamic environment must be selected.
2.4. Issues face by L’Oreal cosmetics company while working at international level
According to Martin Dewhurst, Jonathan Harris, and Suzanne Heywood, (2019), there
are many risks that are encountered by L’Oreal during the process of globalisation. These issues
are related to the organisational health in the new country. In the organisational health, many
issues are taken into consideration. The first impact is related to the HR Department of an
organisation which is impacted with the globalisation. As it becomes difficult for the company
gather information about the most suitable way with the help of which the company could attract
candidates for the filling the vacant posts in the organisation. The second is related to the wrong
estimation of the condition of the market by the company. This could provide the company with
wrong results that could impact negatively on the working of L’Oreal in the new market. When
some technique is placed at international level, then sometimes, employees are not ready to work
under it and their performance might get affected negatively. At international level, there are
employees from different background, hence manager face issue to make policies in accordance
to them. Sometimes, it is tough to understand culture, religion of particular geographical region.

2.5. Measures through which managers of L’Oreal cosmetics company can resolve issues
faced at global level
According to Scott Sumner, (2019), the issues faced by the companies operating at global
level, the company needs to to make improvement in their current working processes. There are
problems encountered by the company related to market analysing. So it becomes more
important for L’Oreal to do proper market analysis so that the right information could be
implemented in the planning process of the organisation and could be used for getting positive
outcomes. Issues related to HR Policies could also be resolved by L’Oreal, for this the HR needs
to properly study the employment and pay and compensation laws of that country so as to have
an idea about fixing the problems faced related to the salaries and pays of employees. This will
help L’Oreal in making possible to capture some of the market share and create good brand
image of the organisation in the mindset of customers. In this way, an organisation could
overcome from the barriers face in the new environment.
2.6. Cosmetic sector and L’Oreal in international markets (globalisation)
As per M. Shahbandeh, (2018), in 2016 there ios growth in cosmetic market with
approximately 4% as compared to last year. In context of skin care, there is use of make- up kits,
deodorants, oral cosmetics, skin ad chair care, etc. Skin care is accounted about 36% at global
market, while hair care is about 23% because people are using more cosmetic as compared to
past years. Hence it is clear that scope of cosmetic sector is increasing with due time and
manager of L'Oreal has to accept changes in competitors policies and perform actions
accordingly. Consumers are more conscious about their looks, hence their preferences has to be
analysed to maintain good brand image in mind.
Consumers are more conscious about their looks, hence their preferences has to be
analysed to maintain good brand image in mind. These days consumers are more conscious
about their skin and looks, so L'Oreal has more scope of growth and development. As compared
top older as days, men are also using different cosmetics products for improving their looks.
There are many competitors which are working in similar sector, hence managers of for L'Oreal
deal has to make innovative marketing policies to out shine at international level.