Business Strategy Analysis: Loreal's Competitive Environment Report

This report provides a comprehensive analysis of Loreal's business strategy. It begins with an introduction to business strategy and the chosen company, Loreal, a leading cosmetics and personal care brand. The report then delves into the macro environment, utilizing PESTLE analysis to examine political, economic, social, technological, environmental, and legal factors influencing Loreal's operations. Stakeholder analysis is also conducted to understand the impact of various stakeholders on the company. The report further analyzes Loreal's internal environment using SWOT analysis, identifying strengths, weaknesses, opportunities, and threats. The competitive environment is assessed through Porter's Five Forces model, evaluating the intensity of competition, the threat of new entrants, the bargaining power of suppliers and buyers, and the threat of substitutes. The report concludes by applying these models and theories to interpret strategic directions available to Loreal, providing insights into how the company can achieve its business objectives and maintain a competitive edge in the cosmetics industry. The report is a contribution by a student to be published on Desklib.

Business Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Analyze the impact and influence which the macro environment has on an organization..............3
LO2..................................................................................................................................................7
Assess an organization’s internal environment and capabilities............................................7
LO3..................................................................................................................................................9
Prepare analysis of the competitive environment of the organisation using Porter’s Five
Forces Model..........................................................................................................................9
LO4................................................................................................................................................13
Apply models, theories and concepts to assist with the understanding and interpretation of
strategic directions available to an organization..................................................................13
REFERENCES .............................................................................................................................17
.......................................................................................................................................................18

INTRODUCTION
Business Strategy is concerned with developing and making high level plans in order to
meet business objectives. It is very necessary for the organisations to develop proper strategy so
as to attain business objectives. It develops an idea through which business activities can be
performed effectively. Chosen company under the report is Loreal (Acquaah, 2013). It is a
French company specialises in cosmetics and personal care products and is categorised as one of
the largest brand name in personal care. The project will focus on the influence of micro and
macro environmental factors on the company as well as focuses on analysis competitive market
with the help of Porters five forces model and evaluates various strategies so that business
activities are performed in correct directions and assist in achieving organisational goals.
LO1
Analyze the impact and influence which the macro environment has on an organization.
Macro environment consist of all the business environment factors that are uncontrollable
and greatly influence organisations performance, strategies and decision making. Here deputy
strategy manager at Loreal analyses the external and internal business environment for taking
appropriate business decisions.
PESTLE Analysis
It is a framework which carefully monitors the external environment factors which has
impact upon the organisation. It includes the following details which are as follows-
 Political- It includes the various laws, policies and the taxation rate, foreign trade and
taxation rate imposed by the government which affects functioning of Loreal. As the
company has its manufacturing in Paris rules and regulations of France will affect the
functioning of the company. As the government over there focuses on proper product
quality, in such case Loreal needs to provide information to the government regarding
the raw materials used in manufacturing products. This factor impacts strategic planning
as the rules and regulations of the country differs from each other (AlsudiriAl-
Karaghouli,and Eldabi, 2013). Company can majorly benefit during the recession period.
 Economic- This factor includes interest rate, inflation rate, foreign exchange rate which
impacts functioning of business. During recession period it majorly benefits business by
a a way of enhancement of profits. Therefore prices of the Loreal products vary from

state to state because of the changes in the tax rate. States which is having high human
development index contributes in the development of Loreal products. All this factors
affects strategic plan of the company. Fall in the value of currencies and dollars greatly
impacts the sale of Loreal products which is a major threat to the company therefore with
increase in the economic growth of the company, purchasing power of the customer
increases which is opportunity for Loreal to increase its sales.
 Social- It includes values, attitudes, beliefs of the customer towards the Loreal products.
Customers demand increases because of the wide variety of innovative products
available in market. Loreal should innovate its products according to needs and desires
of customers and therefore should grab this opportunity by attracting large number of
customers and increasing sales. But if the Loreal doesn't focuses on the quality of the
products and therefore doesn't adopt to latest technology it would be a major threat for
the company to attract large number of customers (Bharadwaj and et. al., 2013).
 Technological- With the widespread of globalisation and use of internet it has led to the
advancements in technology regarding the production and distribution of goods. Loreal
should adopt to recent technology so as to provide innovative products and garbs the
opportunity of attracting larger customer base. Because of the high cost if the Loreal
doesn't upgrades to recent technology it would be a threat for the company to maintain
sustainability in market for long period of time.
 Environmental- This factor is concerned with proper utilisation of resources and
carrying business in such a way that doesn't harms the environment in any manner.
Customers are also demanding eco friendly products so that environment can remain
beautiful and pollution free. In context to this there is wider opportunities for the Loreal
to provide eco friendly products to the customer which can decrease production cost and
targets more customers towards the product. Threat which the Loreal can face is the
competition from the various companies which have started producing eco friendly
products and are attracting customers.
 Legal- It consist of the various laws, rules and regulation which the respective company
has to comply with to remain competitive and profitable in the market. In context to
cosmetics company there are laws ensuring safety of the consumers and therefore
determines proper advertising and labelling of product safety and usage. By carrying

business activities ethically and following every rule and regulations it increases brand
image of the company and maintains long term sustainability in market, but when Loreal
has comply to different laws and regulation is becomes difficult for the organisations to
formulate strategy and takes appropriate business decision (Eaton and Kilby, 2015).
Stake holders analysis
In order to achieve competitive advantages it is necessary for the Loreal to conduct
stakeholder analysis in order to take effective actions and decisions. It is described as follows-
 Identify your stakeholders- In order to take effective decisions Loreal should identify
its stakeholders who will be affected and will affect the business at a greater extent.
Stakeholders of the respective company includes customers, suppliers, employee
government which is affected by the business decisions. Loreal should analyse changes in
their stakeholder behaviour before taking appropriate business decisions.
 Prioritize your stakeholders- This step is concerned with respective company needs to
identify and prioritize their stakeholders according to their importance in business. This
would allow the company take business decisions effectively without affecting their
interest towards the company.
 Understand key stakeholders- Under this stage Loreal should understand that how their
stakeholder feel about the company product and should develop strategies in order to
engage them with the company and effectively communicate and provides information
related to any change within the company's products. This will help Loreal to take
effective business decisions by analysing their stakeholders.
Below are the stakeholders of the Loreal company which allows company to take effective
decisions-
Stake Holders analysis
Stakeholders are the individuals who are directly or indirectly affected by the working
of the business enterprise. Stakeholders of Loreal includes-
 Customers- They are concerned with purchasing of products from the company. Change
in the price and quality of products changes behaviour of the customers to buy the
product.

 Suppliers- They are concerned with providing raw materials to the company for making
the final product. Changes in the requirement of the raw materials affects the loreal in
producing final product.
 Employees- They are individuals who are working under the organisation towards the
attainment of goals. Changes in rules and policies affects the employees behaviour at
Loreal and makes difficult for them to attain goals.
 Government-They are responsible for providing funds to the organisation yo carry
business operations effectively and efficiently. Changes in the outside policies reduces
funds from the government and affects functioning of Loreal.
Therefore it is evaluated that Porters five forces model is the best one to analyse the
external environment situation as it helps to identify opportunities and take actions actions
against the threats identified towards the attainment of goals.
Porters Five Forces Model
It is a framework based on the competitive analysis which determines the intensity of
the competition in the industry by the use of five competitive forces. This tool is used to analysis
the outside environment in context to the specific industry and helps Loreal to identify potential
and existing lines of business. It is a very important tool in analysing for analysing the
competitive elements in the market and determining strengths and opportunities accordingly. It is
discussed as follows-
 Threat of new entry- It is concerned with when a new company comes up with new
products and provides quality products under the cosmetic sector. It will require lot of
investment in research and development and production of high quality products,
therefore threat of new entrants under such industry is low.
 Bargaining power of Suppliers- Loreal produces various products due to which it need
raw materials from various suppliers. There are various suppliers of raw materials for
Loreal products, therefore it easy for company to switch to another suppliers. Therefore
Bargaining power of suppliers is low.
 Bargaining power of Buyers- As there are various competitors under the cosmetic
industry such as MAC, Maybelline, customers can easily switch to another brand.
Therefore Bargaining power of the customers is high.

 Intensity of the competition- It is concerned with large number of firms producing the
same product in the exiting market. There are various companies which needs provides
products related to cosmetics which is a threat to the Loreal. Therefore company should
make changes in their products according to customers demands so as to sustain in
market for long period of time.
 Threat of substitutes- As Loreal mainly deals in ageing and skin care products , there are
substitutes available in the market which makes customers easily switch the products.
Therefore company should maintain quality of its products and make changes in their
existing products according to customers demands. Hence there is moderate risk of
substitutes fir Loreal products in the market.
From analysing all the above three models, it has been determined that PESTLE is the
most effective model as it helps in careful analysing of the business environment and allows the
managers at Loreal to take effective decisions.
PESTLE is the most effective model as it helps managers to analyse the proper political,
economic, social, technological factors prevailing in the economy and allows them to formulate
strategies accordingly. By analysing government rules and regulations it assist the respective
company to work accordingly and provide products according to customer needs. Therefore by
analysing social and technological factors, Loreal can adopt to effective technology while
producing their products. Therefore PESTLE model is the most effective model to formulate and
implement strategy by analysing the outside environment.
LO2
Assess an organization’s internal environment and capabilities.
SWOT Analysis
It is a strategic-analysis tool which assists organisation in identifying their strengths,
weaknesses, opportunities and threats and therefore helps in appropriate formulation of strategy
and ensuring proper decisions in Loreal. SWOT analysis of Loreal is described below-
 STRENGTHS- It ensures capabilities of Loreal which makes them ahead of their
competitors. Strength of the Loreal includes its large portfolio of products including hair
care, skin care, make up accessories and many more products. These are available at high
quality so as to attract large number of customers. Company offers it products in around

120 countries which assist them to earn huge profitability. Also company incurs huge
investment in research so as to analyse customer demands and provide products
according to their demands. Its major strength includes its products are available in all
stores departments and niche markets which attracts large number of customers (Iacob,
Quartel and Jonkers, 2012).
 WEAKNESSES- Weaknesses of the Loreal includes high level of debts which Loreal
has invested large amount of money in research and development to provide products
according to customers demands. Hierarchical structure in the Loreal is complex and
dynamic which creates hurdles in growth of the company. Less control and coordination
of business activities creates problem in formulating effective strategies and affects
Loreal's growth. In addition to this it increases cost for the organisation for hiring and
managing large number of employees.
 OPPORTUNITIES- Opportunities are present outside the business environment and
should be grabbed by the Loreal so as to gain competitive advantage. The greatest
opportunity lies with the company is expanding its business in new markets and catering
products according to customer demands so as to increase bits profitability (Jocovic and
et. al., 2014). Moreover customers are happy with the Loreal products in such case it can
provide more organic products so as to satisfy consumer needs and indirectly earns huge
profitability for the business. It provides opportunity to Loreal to capture larger market
share and increase its sales.
 THREATS- This factor creates negative impact on the functioning of Loreal company.
The major threat to the company is the entry of new competitor producing high quality
and innovative products. Major competitors for Loreal includes MAC, Maybelline, Dior.
Loreal has to provide quality products so as to retain customers. The another threat that
the company may face is the changes in the economic condition of the country which
affects the profitability of the company.
Mckinsey 7S model
It is a framework or a model which is used by the organisation to assess and monitor
changes in the internal situation of the organisation. This model is described with the help of 7S
which is described as follows-

 Strategy-This assist the firm to maintains effective strategy to to aid an competitive
advantage.
 Structure- It is concerned with the organisational structure in which it is concerned with
who is accountable to whom at Loreal.
 Systems- It involves the daily activities and procedures that made the staff members to do
the work effectively in Loreal.
 Shared Values- This is concerned with core values of the company in which employees at
Loreal are bounded to work ethically according to organisational rules and regulations.
 Style- It is concerned with the style of leadership adopted by the firm, Loreal adopts
democratic style of leadership to make employees work effectively without any
boundation.
 Staff- It is concerned with the employees skills and capabilities needed to work
effectively at Loreal.
 Skills- Here managers at Loreal analyses the skills and competencies that are required for
effective working at the Loreal.
It has been evaluated that Swot analysis is an effective model which helps organisation to
determine its internal strengthen and capabilities and determines opportunities among them. By
analysing firms own strengths and capabilities it helps Loreal managers to properly identify the
strengths which can be turned into opportunity as well as determining firms weakness and helps
in identifying the threats which the company can face off and takes necessary actions to prevent
threats and sustain in the market for a longer period of time. This helps the Loreal to identify
their internal capabilities and formulate strategies accordingly towards the realisation of effective
goals and objectives.
LO3
Prepare analysis of the competitive environment of the organisation using Porter’s Five Forces
Model.
Business organisations requires the development of effective strategy so as to take
business decision s properly and remain competitive in the environment. Environmental analysis
assist the company in analysing the factors which can prove to be opportunity or threat for the

company. To evaluate its competitive position, Loreal has used Competitive position which is
described below-
Porter's Five Forces Model
It is a framework developed by by Michael Porter in 1979 for assessing and evaluating
the competition position and strength of the organisation. It is useful for Loreal to completely
analyse the situation and frame the strategies accordingly. They are explained as follows-
Threat of New Entrants- Fashion industries is the most attractive industry as it provides
products according to customer needs and captures larger market share. It means when the new
company enters in the market with similar product category it becomes threat for the Loreal.
Company including Proctor and Gamble, Estee Lauder, Olay, Maybelline are producing
products but not up to the mark. Due to this there is less threat for the company as well as to
avoid such threat company should continuously innovate their products (Khalili, Shavarini and
et. al., 2013).
Bargaining Power of Suppliers- Loreal purchases raw materials for its products from
many suppliers. This causes low purchasing power of the suppliers. As increase in the prices of
raw materials from one supplier, company can easily switch suppliers. As Loreal produces
products on a massive scale, it needs raw materials at a lower price so that price of the products
can be appropriate and is affordable for all the customers.
Bargaining Power of Buyers- Because of the presence of the many powerful
competitors present in the market such as MAC, Maybelline and many more it makes customers
to easily switch the company's products. Therefore bargaining power of the customers is high.
Even the prices of the Loreal products are comparatively high which forces customer to choose
other company products. In order to reduce bargaining power of customers company should
focus on providing quality products at a appropriate price to attract and retain large number of
customers. This would assist them to capture larger market share and maintains long term
sustainability in market.
Threat of Substitutes- Customers demands are ever changing which forces company to
make modifications and innovations in product so as to retain customer for long term. Loreal is
famous brand for ageing products as there is many substitutes available in the market. Change in
the quality of the product may force the customers to switch to different companies products.

Therefore threat of substitutes is moderate, Loreal should focus on its quality to target maximum
number of customers (Lawton, 2017).
Rivalry Among Existing Competitors- It is concerned with large number of
competitors producing the same products in the existing market. Loreal mainly deals in skin care
and cosmetic products and there are many competitors in the market which forces Loreal to
upgrade its products according to customer demands and focus on quality so as to reduce the
competition and keep surviving in the market for long term period. Therefore rivalry among the
existing competitors is high and Loreal should formulate effective business strategies to achieve
success.
In order to achieve long term sustainability in market Loreal should proper analyse the
environment. Thus company can formulate effective strategies to remain competitive in market.
It has been determined that Porters Model is the most effective in order to analyse the
attractiveness of the industry in the market. It helps the respective company to analyse the level
of competition in the market and therefore provides an idea about the substitute products
available in the market. This provides an insight to the company to change its products according
to the customer demands and remain competitive in market. It helps Loreal to identify bargaining
power of suppliers in the market and makes them to find out new suppliers in the market. It helps
the company to identify the level of competition in the existing market and therefore modify its
products. There Porters model is effective in analysing the level of competition in the market
place. This helps the respective company to formulate strategy and sustain in the market place
for a longer period of time and aids competitive advantage to the firm. This model is the most
effective in maintaining profitability and sustainability in the market for a long period of time.
Ansoff Matrix
It is a strategic planning tool which provides framework and assist deputy strategic
manger to develop and implement effective strategies for their future growth (What is the Ansoff
Matrix?. 2019). Their are four strategic directions among which Loreal can choose is explained
below-
Market Penetration- Under this strategy firm focuses on selling its existing products in
existing market. This is a growth strategy which the firm can adopt and increase its market share
by a number of ways.
 Increasing promotional activities to attract existing and new customers.

 Introduction of the schemes and offers and decreasing the price of existing products to
capture larger market share.
This strategy is less risky and can be adopted by Loreal by leveraging its existing
capabilities and enhance its market share. This would also incur low cost for advertising as
customers are well aware about the products.
Market Development- Under this strategy firm enters a new market with their existing
products and greatly expands into new markets. This is possible through following ways-
 Expanding businesses into new geographical markets to attract more customers.
 Loreal could also adopt different pricing strategies so as to remain competitive and attract
new market segments (Li and Tan, 2013).
This strategy is little bit risky as it is successful only if Loreal has a unique innovative
products to attract large customer base.
Product Development- In this strategy Loreal by analysing consumer demands and
making huge investment develops a new product or make modifications in the existing product
to meet the needs of the existing market. This could be done by following ways-
 Investments in research and development and analysis of consumer demands.
 Analysing competitors product and making changes in company's own product to meet
needs of existing market.
This is a very successful strategy as the company focuses on product development, thereby
increasing market share and profitability of the company. Because of its well established brand
image any changes in product will be accepted by customers (McGrath, 2013).
Diversification- Under this growth strategy Loreal should introduce new products in
market to target different customer base. This is a more risky strategy as company will enter with
totally new product with little experience, but with its brand image customers can easily prefer
its new products.
It has been evaluated that Porters generic model is the best for analysing the level of
competition in the market and helps Loreal to identify attractiveness of the firms in terms of
Profitability.

LO4
Apply models, theories and concepts to assist with the understanding and interpretation of
strategic directions available to an organization.
Their are different types of strategic directions available to the company which are
described with the help of Porters generic Model.
Porters Generic Model
It is a strategic analysis model which assist the organisation to choose the most effective
strategy to easily achieve the competitive advantage. Strategies under the following model is
described as follows-
 Cost Leadership- Under this leadership lo real should focus on the prices of its products
to make it affordable for the customers. This strategy would be useful when company
enters a new market with its new product. This will attract more customer base and aids
to competitive advantage.
 Differentiation- This strategy allows them to focus on providing innovative products by
adding some unique features to its product and therefore making it differentiated among
its competitors. This will allow Loreal to meet maximum customer satisfaction and allow
company to sustain in market for a longer time period.
 Focus- This strategy allows the firm to become cost focus or be differentiation focus.
Cost focus makes the firm to concentrate on the product cost which is being delivered at
the market place. Firm should try to reduce its cost of manufacturing so as to reduce
proces of its product and differentiation focus strategy focus them to provide products by
adding unique features to it and provides products according to customer needs and
desires. This would help to attract larger customer base and aids competitive advantage.
Justification and recommendation for growth platform and strategies
Their are different types of strategic directions available to the company which are
described with the help of Porters generic Model.
Porters Generic Model
It is a strategic analysis model which assist the organisation to choose the most effective
strategy to easily achieve the competitive advantage. Strategies under the following model is
described as follows-

 Cost Leadership- Under this leadership lo real should focus on the prices of its products
to make it affordable for the customers. This strategy would be useful when company
enters a new market with its new product. This will attract more customer base and aids
to competitive advantage.
 Differentiation- This strategy allows them to focus on providing innovative products by
adding some unique features to its product and therefore making it differentiated among
its competitors. This will allow Loreal to meet maximum customer satisfaction and allow
company to sustain in market for a longer time period.
 Focus- This strategy allows the firm to become cost focus or be differentiation focus.
Cost focus makes the firm to concentrate on the product cost which is being delivered at
the market place. Firm should try to reduce its cost of manufacturing so as to reduce
proces of its product and differentiation focus strategy focus them to provide products by
adding unique features to it and provides products according.
From the above explained strategies it has been concluded that Loreal should adopt
diversification strategy. Justification and recommendation for this growth strategy is described
below-
Diversification- Under this strategy new product is introduced in the new market to target
different customer base. This strategy can be adopted by the Loreal because of its high brand
image in the market customers will definitely purchase the product. Loreal has the opportunity of
entering into baby products which is totally a different product and will cater the needs of
different segments (Murthy, 2012). It will be easy for the company to enter with a new product
because of the renowned image hence it is recommended for the company to conduct proper
research before developing a new product or entering in a new market. Thus it would be the most
effective strategy for Loreal to enhance profitability and captures maximum market share.
Strategic management plan with strategies, objectives and tactics
It is a documented plan which sets priorities, allocate resources and develops and
implements effective strategy that focus towards the attainment of organisational goals. This
assist the respective company to take decisions properly and achieve business growths.
Strategies, objectives and tactics within the SMP are as follows-
Aim- To enhance sales by by providing high quality products.
Vision- To sustain in the market for a long period of time by providing quality products.

Mission- To provide products according to customer needs that provides them maximum
satisfaction.
Strategies
Market Analysis- For developing effective strategies Loreal should properly conduct
market analysis to determine customer demands and preferences. This leads the company to
provide products according to customer demands so as to maintain long term sustainability and
growth. Moreover companies providing baby care products should be completely analysed by
Loreal so as to make necessary changes in their products (Oestreicher-Singer and Zalmanson,
2013).
STP (Segmentation Targeting and Positioning)
Segmentation- Loreal should conduct market segmentation which can be demographic,
psycho graphic and behavioural characteristics of the individuals. As the Loreal is introducing
new products of baby care. It has segmented the market on the basis of demographic
characteristics which focuses on age, gender of the customers.
Targeting- Target market for Loreal new products will be new born babies and provides
products according to their requirements.
Positioning- It refers to the position of the brand in the minds of customer. To increase
its brand positioning company should invest in promotional activities and starts advertisements
on TV and social media to create awareness to the customer's about the new product introduced
by them. This is essential requirement of the company to promote its products (Peng, 2017).
Objectives-
As Loreal introduces new product in the market it objective is to provide satisfaction to
the customers and therefore earns huge profits. SMART objective for the company would be -
To enhance sales by 20% in upcoming 2 years by high quality baby care products.
Tactics
Loreal needs to develop some tactics in order to enhance their market share which are as
follows-
Cash Management- This is the important tactics which the Loreal needs to considered
such as requirement of cash in developing new products. Along with Loreal should make proper
budget plan and arranges cash. Such tactics developed on prior basis assist in achieving
organisational objectives.

Packaging- As they are introducing baby care products they should involve in creative
and innovative packaging to make the product attractive and attracts more customers.
These are the useful tactics and strategies that the company should adopt while
introducing new baby care products in the market(Schaltegger, Lüdeke-Freund, and Hansen,
2012).
CONCLUSION
From the above report it has been determined that companies should formulate effective
business strategies to achieve success in their growth and profitability. Company should
completely analyse macro environment and micro environment with the help of PESTLE and
SWOT analysis do determine company's threat and capabilities and accordingly frame strategies.
To evaluate the competitive position company should analyse it through Porters five forces
model to determine it threats and take actions. Strategic marketing plan should also be made for
maintaining long term sustainability in market.

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