Research Project: L'Oreal's Marketing Strategies in Emerging Markets

This report presents a research project investigating the marketing strategies employed by L'Oreal S.A. in emerging global markets. The study aimed to understand the impact of globalization on L'Oreal's business operations, assess the benefits of their cosmetic products in overseas markets, and identify challenges faced. Employing an inductive approach, the research utilized a survey questionnaire administered to 20 L'Oreal managers. The findings revealed that changes in business strategies, increased competition, and the need to adapt marketing content were major impacts of globalization. The study highlights that L'Oreal experienced changes in business strategies when managing international options. The marketing department experienced major changes in strategic planning. The major benefit of changing marketing strategy was sales enhancement. Identifying personas was a major challenge. The report recommends ethical marketing practices, focusing on cultural values and consumer preferences to enhance marketing effectiveness, along with recommendations for improving marketing strategy and planning, such as identifying target personas and crafting tailored marketing messages.

RESEARCH PROJECT: MARKET
STRATEGIES IN AN EMERGING
GLOBAL MARKET

AIM AND OBJECTIVES
Aim
To investigate the marketing strategies in an emerging global market: A study of L'Oreal S.
A”.
Objectives:
 To outline the factors of globalisation in context of the latest trends used by L'Oreal in
marketing their business.
 To examine the benefits of L'Oreal cosmetic products to raise the sales enhancement in
overseas market.
 To Access the challenges faced by L'Oreal in marketing their products and services in

RESEARCH METHODS
 Research approach: inductive approach
 Sampling: Random sampling 20 managers of L'Oreal company
 Data Collection: Survey Questionnaire
 Data analysis: Qualitative data analysis

Theme 1: Changes in business strategies is the major impact of globalisation on
business operations
How according to globalisation has impacted
business operations? Frequenc
y
Access to bigger markets 7
Changes in business strategies 8
Increased competition
5

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

Theme 3: Marketing department of L'Oreal experienced major change is strategic
planning with emergence of global market?
3. According to you what department of L'Oreal experienced
major change is strategic planning?
Frequency
Human Resource 4
Marketing 8
Customer care 6
Production 2

Theme 4: Marketing content is the major factor experienced by L'Oreal in marketing
business in accordance in current trends
4. What according to are the factors
experienced by L'Oreal in marketing of business
according to current trends?
Frequency
Marketing Content 8
Marketing Platform 7
Ethical consideration 5

Theme 5: Yes, majority of managers agreed that changes in marketing strategies in an
emerging global market benefited L'Oreal
5. Do you think changes in marketing strategies in an
emerging global market benefited L'Oreal? Frequen
cy
Yes
16
No
4

Theme 6: Sales enhancement is the major benefit to L'Oreal of changing marketing
strategy as per emerging global market
6. What according to you is the major benefit to
L'Oreal of changing marketing strategy as per
emerging global market?
Frequency
Increase in diverse customer base
4
Sales enhancement 10
Ethical marketing
6

Theme 7: Yes, majority managers of L'Oreal think digital marketing strategies of
company are successful in emerging global market
7. Do you think digital marketing strategies of L'Oreal
are successful in emerging global market?
Frequency
Yes
16
No
4

Theme 8: Identifying personas is the major challenge faced by L'Oreal during
marketing of products and services in emerging global market
8. What according to you is the major challenge faced
by L'Oreal during marketing of products and services
in emerging global market? Frequency
Identifying personas 9
Customer data 3
Budget 6
Managing website 2

Theme 9: Yes, L'Oreal focuses on continuous training to marketing team for making
employees aware about emerging trends of global market
9. Do L'Oreal provides continuous training to
marketing team for making employees aware about
emerging trends of global market?
Frequency
Yes 14
No 6