HND Business: L'Oreal's International Marketing Strategy Analysis

This presentation provides a comparative analysis of home and international marketing orientations, specifically focusing on L'Oreal's international marketing strategy. It examines ethnocentric, polycentric, regiocentric, and geocentric approaches, recommending that companies adopt a polycentric approach with strong headquarter control and a functional organizational structure to maximize profit. The presentation concludes that expanding internationally is crucial for brand recognition, profit enhancement, and achieving a competitive advantage, referencing relevant academic sources to support its analysis and recommendations.

International Marketing

Presentation Title 2
Compare home and international orientation
Ethnocentric- According to this approach, the
company did not focus to conduct research
about new market where they plan to expand
their business. They follow same strategy in all
countries. Here, companies select those markets
whose characteristics are similar to home
country of the company so that they will
continue to use their existing strategies easily.
Regiocentric- Here, international strategies are
made according to specific regions. Businesses
that use a regiocentric approach of the EPRG
Framework many times believe that the markets
in the region share the same characteristics of
the market in the home country.
Polycentric- It is opposite to ethnocentric approach and
here, companies conduct a lot of research about the host
country and then choose those countries only which can
provide them maximum benefit. . Here, different
strategies are adopted at different areas of
the business. The disadvantage of using
this approach is that the local headquarter
has less control over its operations abroad.
Geocentric- This is the approach where a
company can believe that one kind of strategies
can be followed in all countries where they
target. Here companies use those methods and
techniques which suits best to fulfil international
needs of customers.

Presentation Title 3
PICTURE SLIDE

Presentation Title 4
Recommendation
• It is recommended that company must follow polycentric approach
because it consist of lot of research and then chose those countries only
which are having high growth.
• It is also recommended that the company must have the control of
headquarter over their branches in different countries.
• Functional structure can be followed by the company to maximize their
profit. This organisational structure will help them to focus upon their
business operations effectively by constructing different department for
different task. For example, promotional activities of chosen organisation
will be managed by advertisement department and financial activities are
managed by financial department.

Presentation Title 5
Conclusion 20XX
It is concluded that a company must focus to expand
their business at international level to enhance their
brand recognition and profit for achieving competitive
advantage. There are various reasons for a business to
expand their business across the globe such as increasing
customers, increasing profit, gaining competitive
advantage, enhancing brand reputation and many others.

Presentation Title 6
References
Ooi, S.M. and Richardson, C., 2019. The internationalisation
of service-sector SMEs in an emerging market: Insights from
business training and consultancy firms in Malaysia. Review
of International Business and Strategy.
Shi, Y. and et.al., 2020. Correlations among cryptocurrencies:
Evidence from multivariate factor stochastic volatility
model. Research in International Business and Finance, 53,
p.101231.
ZININA, O., ANTAMOSHKINA, O. and OLENTSOVA, J.,
2020. Methodology for Evaluating the Effectiveness of
Investments in Distance Educational Services. In 35th
International Business Information Management Association
Conference (IBIMA) (pp. 3681-3689).

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