Analysis of L'Oreal's Market Strategies in Global Business

This research project delves into the market strategies of L'Oreal, a leading cosmetics company, within the context of an emerging global market. The report begins with a research proposal and a comprehensive literature review, examining factors used in global marketing, the benefits of L'Oreal's strategies, challenges faced in promoting products internationally, and potential methods for enhancing marketing efforts. The study employs an inductive research approach, utilizing both primary and secondary data sources, including surveys with L'Oreal managers. Data analysis and interpretation are conducted to draw conclusions and recommendations. The report also includes a personal reflective statement on the research methods and areas for further exploration, concluding with a comprehensive appendix containing the research proposal, time plan, and methodologies.

RESEARCH PROJECT: MARKET
STRATEGIES IN AN EMERGING
GLOBAL MARKET

Table of Contents
INTRODUCTION...........................................................................................................................4
P1 Research proposal......................................................................................................................4
P2 Literature review.......................................................................................................................4
Theme 1:- Factors used by company in marketing their business at global level......................4
Theme 2: - Benefits of L'Oreal cosmetics in sales improvement in overseas business place.....5
Theme: - 3 Different problems encountered by business for promoting its product variety in
international market.....................................................................................................................6
Theme 4:- Various methods L'Oreal can use to increase their marketing of cosmetic products.6
P 3 Research methodologies............................................................................................................7
3.1 Research approach.................................................................................................................7
3.2 Research methodologies........................................................................................................7
(i) Sampling.................................................................................................................................7
(ii) Data analysis..........................................................................................................................8
(iii) Access, ethical consideration and cost..................................................................................8
P4 Data analysis and interpretation...............................................................................................10
4.1 Data collection.....................................................................................................................10
4.2 Data Analysis.......................................................................................................................11
P 5 CONCLUSION AND RECOMMENDATION......................................................................21
5.1 Conclusion...........................................................................................................................21
5.2 Recommendation.................................................................................................................21
P 6 PERSONAL REFLECTIVE STATEMENT...........................................................................23
6.1 Refection on effectiveness of research methods with respect to objectives of research
project........................................................................................................................................23
P7 Alternative research methodology learnt in research...........................................................24
6.3 Areas of Further research.....................................................................................................24
CONCLUSION..............................................................................................................................24
APPENDIX....................................................................................................................................25
Research Proposal Form...........................................................................................................25

Aim and objectives...................................................................................................................25
Research Question...................................................................................................................25
TIME PLAN..................................................................................................................................28
RESEARCH METHODOLOGIES...............................................................................................30
REFERENCES..............................................................................................................................39

INTRODUCTION
Marketing strategies represents over success plan of business as it comprises activities to
reach people and turn them into customers. With increasing globalisation, the process of
interacting ad integrating people is rapidly changing and becoming necessary part for growth of
business.
The present study will focus on outline marketing strategies which can followed by firm
with emergence of global market. The research is specific to L'Oreal is a French company which
deals in personal care and cosmetic. It is known as world’s biggest company in the field of
cosmetics and has developed activities by focusing on specific ranges that is sun protecting, hair
and skin care, make-up, fragrances and hair colour.
The study will outline proposal for entire research which comprise specific and objectives
of research, methods of research which will be used, time plan and secondary information on
different market strategies in an emerging market. On the other hand, project will outline
findings by applying to analytical tools and will recommend improvement measure to intended
audience of research project. Thus, it will conclude by reflecting on learning from research
methods s and alternative research method which could have been used for the research report.
P1 Research proposal
Incorporated in research proposal form as attached in appendix.
P2 Literature review
This is an approach that includes scholarly articles and papers which includes the current
knowledge of the findings. In simpler terms it refers to discussion on a topic wherein the writer
authenticates the facts and finding written in the research with help of views and thoughts of
different authors. This is done with the help of article and journals of different authors and
academicians.
Theme 1:- Factors used by company in marketing their business at global level
According to Solberg (2017) different factors of globalisation that company use in order
to do marketing in international market are economies of scale, difference between tax system,
use of different growth strategies, technological changes and many other factors. For example,
L'Oreal is having sustained technology changes in the business so that information related to
products can be transmitted to international market and customers with less cost and time.
Companies that are rising in domestic market may not get satisfied as there selling needs are not
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able to fulfil so they are required to expand their business in international market. For example,
L'Oreal was able to have a good sale in its domestic market and that is the reason to expand its
sales related to cosmetics company expanded its business to the international market.
Dyreng and et.al., (2015) argued that there are different tax systems that differ from
country to country so companies usually face lots of problem to do marketing at time of
promoting the company at the global level. In order to overcome this company can use different
strategies that can take their business at height and solve these tax related issues. For example,
L'Oreal can build good relation with other countries so that trade barriers do not affect the
business and company is able to make a good place in international market.
Theme 2: - Benefits of L'Oreal cosmetics in sales improvement in overseas business place
Mathews and et.al., (2016) stated that company usually search for new people that are
interested to buy the product and services as it aids the business in improvising its sales in new
area of market. There is different product strategy that helps the company to improve its sales in
the oversees market. For example, L'Oreal cosmetics have benefited the company to improve its
sales in oversees market. Linh (2018) argues that customers are interested to buy the benefits and
not the products so companies have to work on products improvement that leads to increase in
sale of the business in global market. As seen in case of L'Oreal that demand of its luxury
cosmetics have been increasing globally and company is expecting to have broader beauty
market in coming years. Company is succeeding in all over the global market due to its cosmetic
products having higher demand. The main reason is that company is selling its cosmetic products
on basis of customers demand and it is not generalising the demand due to restricted cultural
believe but making ample number of brands that are appealing in variety of segments of global
business market. The goal of the company is to make its goods local in international market.
According to Cleveland and et.al., (2016) to sale a product in global market a large
number of resources are required and company have to use these resources in effective manner
keeping in concentration about the cultural norms of the country. L'Oreal cosmetics have
improved the sales of their business as they are having clear understanding about the cultural
beliefs of global market and company is coming with such innovative products that matches with
the customers beliefs related to culture.
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Theme: - 3 Different problems encountered by business for promoting its product variety in
international market
Agarwal and Wu (2018) emphasized on different challenges that company usually face in
marketing their products to global market. For taking business to international market a proper
research is required so that company can make product development strategy. For example, it is
tough procedure for company L'Oreal to gain the trust of international customers that are already
being using there local products from many years and there different language and culture is also
a big challenge for L'Oreal. Another big challenge is foreign law and regulations as to trade in
other countries tariffs and some legal costs are involved in order to enter a new market.
Kalafsky and Duggan (2016) argued that these challenges can be overcome if company
make different strategy like making the packaging identical to any famous product in that
country, standardized adverting techniques can be used by the company. As preference of the
consumers are not universal so company should focus on local preferences that is providing
products and services that are matching with the customers’ expectations. A good understanding
of the local market can lead to success of the business in global market. Having advance
technology and better economies of scale can help the company to manufacture their products in
other countries.
Zimmerman and Blythe (2017) stated that the challenges that company face globally are
also based on pricing and promotions as appropriate pricing strategy have to be implemented by
having proper research and extensive use of social media have to their competition is there not
only with large scale industries but also with the small market players.
Theme 4:- Various methods L'Oreal can use to increase their marketing of cosmetic products.
According to Martin and et.al., (2017) company can use different methods to increase
marketing related to products. Companies can increase their network and can build partnership
with other international partners. For example, L'Oreal can use content marketing that is
company can access qualified leads from global market and can build new channels in order to
sell the cosmetic products. At the starting company can launch its new cosmetic product at a
reasonable price so that customers are able to afford it. In Order to build a strong relation with
the customers company have to come up with quality products that differ from other
international products. For this company have to do proper research and accordingly invest for
the development of the product.
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In this chapter, it explains the benefits of globalization for company and also define the
challenges that they faced at global level while marketing activities.
P 3 Research methodologies
3.1 Research approach
This refers to as a detailed plan that outlines all the steps and assumption which are followed
in carrying on the research (Grosse, 2016). There are majorly two types of approach which are
deductive approach and inductive approach. In the present research the research has employed
inductive approach to research. This theory is used by the researcher because of the reason that it
inductive approach not include making of hypothesis and rather initiates by forming aims &
objectives.
The design of the research is defined as choice of method which is used by scholar in
accomplishing the study by achieving aims and objectives. The nature of research can be of two
types that is descriptive and experimental (Bell, Bryman and Harley, 2018). The following
research, the academician has used descriptive research because of the reason that it has used
qualitative research.
3.2 Research methodologies
It is referred to as the different methods which are used in the initiating and carrying on the
research and to reach to some conclusions. The research design is basically of two types that is
qualitative and quantitative approaches. The quantitative research is a method wherein the
researcher quantifies the problem that is uses numbers to solve the problem (Gravetter and
Forzano, 2018). On contrast to this, the other research that is qualitative research is a type of
study which studies the behaviours, attitudes and thinking for the purpose of solving the research
aim (Corbin, Strauss and Strauss, 2015). In the present research the researcher has used
qualitative method to accomplish the research aim.
(i) Sampling
For doing any research the important thing is the data which needs to be analysed for
meeting the aim and related objectives or goals of the study (Green and Thorogood, 2018). The
data can be collected from two different sources which are primary source of data and secondary
source of data. In the current study the scholar has incorporated and accumulated facts and
figures from both the primary and secondary sources. Collection of the data is done from both
the sources because of the reason that primary source of data aids the scholar in collecting
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original data by going directly to the respondent or the source where information is incepted. On
the flip side, another source of data that is secondary source of the information is collected in
order to authenticate the collected information with help of some journals, articles and other
related sources (Sutter, Vasconcellos and Polo, 2014).
The sampling refers to as a system wherein out of the whole population some of the
samples are selected on whom all the research methods are applied for reaching to some
conclusion. For the current study undertaken the scholar has used the sample including 20
managers of L'Oreal company from whom the data is collected by way of survey and
questionnaires (Lasserre, 2017).
(ii) Data analysis
It is a process within which the researcher differentiates and sort the data and then analyse
and evaluate the data for the reason of interpreting some inferences from the collected data.
Qualitative and quantitative data analysis are two type of data analysis which can be used by
academician for analysing the data collected. Under qualitative analysis of data some meaning is
extracted from the raw data collected (Johnson, Reynolds and Mycoff, 2019). This is done by
way of applying some statistical and mathematical tools and then concluding them. Under
qualitative data analysis, the data is analysed in non- numeric form like interview, audio and
video recordings. For conducting the undergoing study, scholar has used the qualitative data
analysis wherein thematic analysis is used along with the graphical presentation of the analysed
data.
(iii) Access, ethical consideration and cost
These three are the most important factor which are to be considered. It is because of the
reason that without cost no work can be accomplished (Adams and Lawrence, 2018). The cost
incurred while conducting the research is £50. The cost is incurred on things like stationery,
arranging for the resources of research like computer, internet access and many other
equipment’s.
All the information is accessed from authentic sources that is from different books,
journals, library, online articles, and other related sources. Also, while conducting the research
the researcher has taken into consideration all the ethical issues relating to research process. The
ethics refers to as the norms which the researcher has to follow while carrying on the research.
The researcher in this research has signed Ethics Approval Form from all the respondents before
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asking them the questions and has taken permission from the company before asking questions
from the managers (Motohashi, 2015).
In this chapter, researcher used different types of methods in order to get finding better
which helps to draw effective conclusion.
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P4 Data analysis and interpretation
4.1 Data collection
Survey Questionnaire
Name:
Age:
Gender:
1. How according to globalisation has impacted business operations?
 Access to bigger markets
 Changes in business strategies
 Increased competition
2. Have L'Oreal experienced changes in business strategies when managing international
options?
 Yes
 No
3. According to you what department of L'Oreal experienced major change is strategic
planning?
 Human Resource
 Marketing
 Customer care
 Production
4. What according to are the factors experienced by L'Oreal in marketing of business according
to current trends?
 Marketing Content
 Marketing Platform
 Ethical consideration
5. Do you think changes in marketing strategies in an emerging global market benefited
L'Oreal?
 Yes
 No
6. What according to you is the major benefit to L'Oreal of changing marketing strategy as per
emerging global market?
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 Increase in diverse customer base
 Sales enhancement
 Ethical marketing
7. Do you think digital marketing strategies of L'Oreal are successful in emerging global
market?
 Yes
 No
8. What according to you is the major challenge faced by L'Oreal during promoting the goods
and services in the international market?
 Identifying personas
 Customer data
 Budget
 Managing website
9. Do L'Oreal provides continuous training to marketing team for making employees aware
about emerging trends of global market?
 Yes
 No
10. Can you recommend L'Oreal ways for increasing their marketing of its cosmetic products?
4.2 Data Analysis
Theme 1: Changes in business strategies is the major effect on business because of
globalization
How according to global business has impacted company? Frequency
Access to bigger markets 7
Changes in business strategies 8
Increased competition 5
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Interpretation: with the analysis of the above question it can be interpreted that maximum
manager responded that the major impact of the global trade on the company is changes in the
business strategies. It is because of the reason that due to globalization now the company has to
adapt to new strategies. But another set of respondent says that globalization leads to increase in
access to bigger market. It is due to the reason that with globalization the market to serve for a
company increase to whole globe. The rest of participants articulates that globalization impact
the business operation by way of increasing competition. It is because of the increase in market
share.
Theme 2: Yes, L'Oreal experienced changes in business strategies when managing
international options
2. Have L'Oreal experienced changes in business strategies when managing
international options? Frequency
Yes 13
No 7
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