A Management Report On L Oreal Marketing Essay

A Management Report On L Oreal Marketing EssayINTRODUCTIONThe Management report card that I am presenting here reflects a complete analysis of LOreal With more or less very significant aspect of the partys profile including accompanys overview and history. Also a brief psyche about its outputs, and their brands. No backup in this planet is free from weaknesses, which actually comes within the giving medication and threats that acts as the external factors as a result of the business environment where it operates. We all know that SWOT analysis is actually an important instrument or an rarified measuring parameter of any organisation to feel its present value in the matched business environment. Moreover to plan a strategical walk out in companionship to deal with any incompetences of the business. thusly it passs ut most(prenominal) important for this report to spill the beans on the internal strengths and weaknesses of the organisation fol downhearteded by the extern al growth opportunity, and their rivals which is a threat for the organisation. In short we gift to apply SWOT analysis in order to get a transpargonnt and true picture of the LOreal. Which I have attempted to present in a form of an ideal Management Report, as much as possible.httphttps://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjp32tZ2E_Q7Bv4eUXr4csM9zYTIOgz6aZvnBzY1yyCq303eOcpNprJfRpK6rZiWivi8DdEDSFRuqtJ3dwGAGSes2yTnYt1Rk5F06DZknFgWK9knzBuC-CynpMkSpf3m7T-KvhJnHT8iP3Q/s320/logo_l_oreal.jpgThe business world today is far more(prenominal) dynamic than we can ever think of hence it calls for the evaluation of all the factors of the business, be it internal or external, technical or social. All these important aspects of the business need to be evaluated at frequent intervals. Therefore the dynamic nature of the business and the requisite of this report have made it compulsory to critical analysis the decision making factors and strategic policies in the wake of the world-wideisation and redefined business paradigm. Nevertheless in response to the present culture the feedback of LOreal has been given an equal importance in this report. In order to determine and deal with the effectiveness of response, in terms of current business scenario.The scope of any improvement in the responses from LOreal are dealt with great accusation and understanding. And this plain of the report forms the recomm leftoveration and suggestion part. In addition it winds-up with the conclusion of the entire Management Report as a whole.http//www. researchand securities industrys.com/reportinfo.asp?report_id=334974t=dcat_id=LOREALS OVERVIEW HISTORYThe name says it all LOreal is the worlds notable and biggest cosmetics and beaut Product Company. The company was founded by Eugene Schueller in year 1909. But now the company is controlled by the founders daughter Lilliane and in year 2009 LOreal has celebrated its one C years of relentless attend to the can. Initially the company was registered as Societe Francaise de Teintures Inoffensives pourCheveus, in year 1909 in the days of it organisation, moreover years later it was hence named as LOreal. The company has four unattackable pillars of their entire business portfolio, namely Consumer Products, Luxury Products, Professional Products and Active Cosmetics. LOreal operates in some 130 countries with a complete mold of 27 beauty products, in different segments of their business. To help LOreal achieve their goals and objective a dedicated strong team of 67,662 employees are engaged in the projection of attaining the desired mission of LOreal. A century of expertise in the field of beauty care products is completely driven with innovation. That is primer coat why LOreal invests some 1/3 rd of their tax revenue is devoted to their RD department. LOreal holds a stake of 19.5 % in Sanofi/Synthelabo. Apart from this, a holding company Gesparal has 51% of LOreal appoint and the food fiend from Switzerland come near hold the balance 49% of the GesparalThe success of LOreal stands on the strong foundation of 5 key area of expertise, Hair care, Hair colour, Skin care, Make-up and Fragrances. The revenue generated from LOreal is estimated to be more than 50% from outside of Europe. Acquiring other brands is one of the vital activities, in which LOreal is focusing to a great extent. LOreal has been a great programme for the young breeding talents through their globose recruitment strategy. LOreal follows an equal opportunity program, on that pointfore as a result of that its employee are from 110 nationalities, a authorized example of cosmopolitan environment diversity Management. 97% of the LOreal factories are ISO approved. And LOreal operates 38 factories all over the world, manufacturing some 4.9 billions units in 2009. LOreal has the list following brands which acknowledgesInternal abbreviationStrengthsUnique visionThe company was with a passion and a quest to transcending the border to make the world beautiful. The credit of outstanding success of the LOreal as a company goes without doubt to the vision of the concept of working as a team, which operates under the truly outstanding Director Lindsay Owen-Jones.Worlds p put downigious BrandThis cut company has brought a revolution in the beauty product industry. A giant in manufacturing of some world class cosmetic for example Lancme, Vichy and the brand for the mass like The body shop, Laboratories Garnier and Maybelline. The other brand includes Ralph Lauren Fragrances, Gemey Maybelline, Sanofi/Synthelabo Giorgio Armani Parfums, Soft Sheen-Carson, Galderma, and many moreStrong RD DepartmentThe biggest asset or strength of the company is their relentless case in RD department, which keeps a continuous effort toward finding saucy and innovative products in the field of beauty and cosmetics market. This contributes a great deal in the emulous market like beauty product industry, in not just making new customer but retaining old customer as tumefy by offering a brand new product to their customer at frequent interva ls at a planetary platform.Multiple product gradeLOreal has a strong product collection presence in the beauty product industry. Starting from hair care to skin care and from fragrances to styling products. The companys fivefold product division like Consumer Products, Luxury Products, Professional Products and Active Cosmetics has made it unique in the global scenario.Dermatological Pharmaceuticals advancementThe next great strength of the LOreal assort is advance level of activity in the dermatological and Pharmaceuticals sectors, giving them a position of nano-technology patent holder in United States.Sound distribution transferApart from this LOreal has a sound distribution channel and logistic department which helps a proper and smooth bring out of its products, ensuring that the products are available to the maximum customers. The most dearly-won products and luxury items are distributed through duty-free shops and the department stores. And the hair care products are sold maximum from the hair salons. And the active cosmetics department trade their product via multiple beauty outlets and from pharmacies as soft.Advance Advertisement strategyThe strong advertisement strategy from LOreal puts the company miles ahead from its competitors. By understanding the requisite of the customer it succeeds it bringing to their customer the right product, through the deadly combination of marketing advertisement strategy.WeaknessesOrganisational structureThe company has grown enormously big, and there are various division and sub-division of the organisation, this has made the organisational sector a bit decentralised one, owing to its gigantic size. At times it becomes impossible to find out the study division responsible for the pitfalls of the company.Low profit marginThe company has got a numerous rivals, and to compete in the challenging market, the product pricing is considerably low compare to the other companies, and many times the profit does n ot meet the expectation of their own margin. To a great extent advertising and marketing of a high-end nature is highly a reason to a low return.Lack of control.The co-ordination and the control of LOreal is somewhat lacking overdue to its gigantic size. This is again observed as a negative point and as a setback.External AnalysisOpportunitiesInfinite fieldThe main handle of expertise of LOreal is the product of beauty care which truly provides an edge and a never ending opportunity to concentrate and keep developing and specialising in the various aspect of beauty care like hair colouring styling, skin care cosmetics and fragrances as closely.Brand imageThe name of LOreal is more than enough for its consumers, because its been a leading brand in the fields of beauty for ages. The brand name itself gives LOreal a great opportunity to develop its business abundantly.Patent RightsAnother great advantage is the chunk of their market share in this particular industry in which they o perate. It gives them advantage to have the world class brands and various patent registered in their names. This gives them an edge over their rivals because the customer cannot get the same cosmetics in other brands.ThreatsGrowing CompetitionThe field of beauty product industry is vast therefore everyday a new organisation is born. This raises the bar of growing competition for LOrealEconomic turmoilThe economics downturn is been witnessed very often in many countries for example USA, and Britain, this could possible be a great threat to the business opportunity and profit margin of LOreal. Many of the LOreal products are in the top line, which the basic customer will find it expensive especially in the times of credit crunch and recession.http//loreal.exteen.com/20080805/swot-analysis-l-orealhttp//www.oppapers.com/essays/Loreal-Swot/149358The impact of globalisation on LOrealGlobal expansion is at the heart of LOreal growth strategy. This French cosmetics and toiletries giant hav e experienced unmatched growth and success in the sector with an unparallel global expansion into new beauty-product markets. And these plans are executed under the calculating and judicious direction of Owen Jones, the chairman of the company.The business goes global because of its strategic vision, some 16 years back LOreal used to pocket 75% of the revenue from the gross sales of Europe, major from France, but by 2004, a gist of 85% of its revenue generated, were outside France, we can cite this as a classic example of ideal globalisation. LOreal is a real global leader in every segment of its industry. Globalisation means inviting tougher rivalry with the world(prenominal) player at a global level. Therefore it has to be backed up with a mastermind global strategy that will give a cutting edge at a worldwide level, and a brand image of the organisation. But in order to internationalise, a business has to initiate lot of innovative and latest business tactics, at regular inte rvals for instance global entry strategy, proper marketing mix, standardisation, or adaptation of international policy and procedure etc.Let us test the global strategy that has put LOreal miles ahead of its rivals in the beauty industry. From the research and findings I have realize certain strategic decision making and policies formation of LOreal which can be said as the influence of globalisation.Acquisition strategy.To dream LOreal beyond the French borders is the milestone, as told to the fortune audience, and was considered to be his smartest move as CEO. As he told the Fortune audience, The defining moment for me was when I decided LOreal must become a world company and not just a French one. (Chairman LOreal)In the battle to reign global beauty market, LOreal has developed a winning formula, Consolidation which is considered as a lethal weapon to support their competitive strategy. The mastermind strategy of Owen Jones to buy local cosmetic brands, give it a facelift, and sell it in the international market has helped LOreal to gain a good market share in the beauty industry. Lets take a brief look at all the acquisition of LOreal.MaybellineLOreal makes a jeopardizey investment of $758 millions to acquire Maybelline in 1996, it head quarters were shifted to New York. The product line like nail polish and lipstick were given a complete transformation and launched with exciting new colours. The sales figure reflects a big rise in 2003, where 56% of total sales came from outside US. In Japan it become the hottest selling beauty products amongst teens, the products like curls mascara and volume express line were in growing popularity all over.Soft-Sheen- CarsonA leader in hair care industry soft sheen was acquired by the giant LOreal in year 1998, and later on it went to acquire Carson product an ethnic manufacturer in hair and skin care. The mastermind Owen then merged two companies to form soft sheen- Carson in august 1998. The potential market of h air care product was targeted by LOreal. This was a global move to cover half of total African market, and currently LOreal control 41% of South African market.KiehlJones went only to buy Kiehl, a small cosmetics firm scarce going in contrast with the regular LOreal brand and products. Jones find it highly interesting that the firm is doing exceptionally good. It main emphasis is on product quality, for the rest LOreal gives a bouncing life to the product by giving it a new look and proper product placement makes it well presentable in the international market at selected European stores. And these are done without ads or promotions.Shu UemuraTo get a strong foot hold in Japan, LOreal went on further to takeover Shu Uemura as a part of strategic alliance with Japanese Shu Uemura, a cosmetic company rapidly stretching its presence in china and other Asian countries.The Body ShopLOreal gave a shocking surprise by gobbling up The Body shop in year 2005, much(prenominal) a small por t folio. But it was strategic decision for going global and increasing its brand port folio when the company decided to go for a 650m purchase of the ethical beauty retailer. This has a strong presence with 2550 outlets all over UK. Indeed a very smart move by the by acquiring this port folio, LOreal has built its ethical image in the market at a global level. And to book an image that the company is going internal and minimise its carbon footprints.OthersMininurse Yue-Sai are two small organisations that were respectively bought in 2003 2004 by LOreal as a strategy of global expansion, but now are performing excellent in the local cosmetic markets. Canan a specialist in hair care was a recent acquisition from Turkey in late 2007. In the recent past LOreal has been concentrating on higher end port folio. As a result to push its salon market, three more acquisition has been witnessed, Columbia Beauty Supply, Beauty Alliance and Malys. The purchase of YSL Beaut is a step to give w eight to its Luxury division. While to earn some brownie point on the dermatology market CollaGenex was acquired as well. Looking into the market latest trends for natural beauty remedy In a hunt to increment it footprints in natural and organic arena. Sanoflore was the next deal to freeze, which will give LOreal an additional brand in its Active Cosmetic Division. Therefore Sanoflore will meet its group with Dermablend, La RochePosay, Ombrelle and SkinCeuticals. But as the competition intensify, the company is looking ahead to have more acquisition in Asia market as well and make a strong presence in the world of beauty market by the instrument of this acquisition policy and growing as well in the port folio management. And in future it will continue to seek more acquisition targets in the emerging market.http//www.scf-online.com/english/24_e/international_24_e.htmhttp//www.fortune.com/fortune/ chief executive officer/articles/0,15114,372136-1,00.htmlStrong logistics efficiencyIn the run to support the global recognition and other manufacturing strategies, the company has to depend on the strong logistic effiency. The availablity of the product to the end user is extremely vital to any organisation, LOreal is no exception, and therefore ensuring the product available to the outlets for everlasting satisfaction of the customer is one of the major goal of LOreal. It an has got an extremely strong distribution channel and logistic department, maintained by centrex the centre of supply drawing string management. LOreal partner group is developed with the supplier and the for the smooth supply of raw-material, container or packaging , equipments, point of sale or promotional items LOreal depends on its suppliers for all its plants, factories and warehousing supplies. LOreal continuous try to maximise the performance the supply chain management in order to improve time limit, imroving responsiveness etc. Centrex monitors all procurement orders and deals with it. In order to assure that the required level of service is achieved logistic department and the supply chain management has received special attention to suport the compamys strategic vision.Strength of R DLOreal has one of the most strong Research and development team in the field of beauty product development. It attract some 3400 expertise in 30 different discipline from multiple nationalities to build a strong RD team. The company have invested 625 million dollars in just dermatological research and cosmetic department, in year 2009. A total of 18 research centers worldwide and 13 evaluation centres operates to achieve the long tern growth. Some 500 scientist worked day and night to discover 5000 formulas each year. LOreal has filed 647 patent in year 2009, and 35,000 patents are active worldwide. It has amlost 1000 active allaince with leading academic research institution LOreal invest 1/3rd of its budget to the advanced research projects which is 3% of it revenue generated go es to the Research and Development department. The company owns the product development centres at New York, Paris, Dubai, Rio-de-Janeiro and shanghai. Therefore LOreal exploiting its research department quickly capitalise on latest consumer trends worldwide. In short the RD department has contributed to a great extent in making this company where it is today, in terms of global recognition and acceptance. branding strategyLOreal branding strategy has given a gaint leap in support of the globalisation, and has helped to spread the business not only in Europe but worldwide. The company has a global presence over 150 countries which is possible only because it hold a very good brand image. The company follows a powerful and efficient branding strategy, which makes it possible to generate a steady flow of revenue year after year. As a result of the global branding strategy the LOreal achieved the impossible dream of becoming the largest cosmetic in the world. Whilst the global economy was in a downturn mode still the company made successful sales both in Asia and Latin America. It would not be wrong to say that the company has succeeded reaching across the French boundaries due to it brand reputation.Global portfolio management.LOreal holds some of the best names of the prestigious brands portfolios for their varied range of beauty products under one roof. Some renowned names include Lancme, Maybelline, The Body Shop, Vichy Laboratories, Matrix Ralph Lauren Fragrances and so on and so forth. LOreal is very careful with brand portfolio Management like the quantum of water mixing to the moisturising cream. With the world of brands under its roof the port- folio management team has to be extremely cautious and judicious to place each brand in the right segment so that it does not affect its other brand market. This is hitting the right audience with the right product.http//finance.mapsofworld.com/brand/value/loreal.htmlLOreal responseWith respect to various challen ges posed by the global business environment, LOreal has always come up with a solution, to stay ahead in the international market. Let us analyse the effectiveness of LOreal responses with regards to national and international issues of the business world.Table showing the responses to the situationLOreal responseProsCons1. Acquire Shu UemuraTo achieve a place in Asian industry, and a bigger sales graphical recordFails to cater the Japanese market2. Purchasing of NiveaMid-segments market is filled up.Expose to Biersdorf.3. Generate opportunity in dermatological and cosmetic fieldMore sale and new customerRisk of losing if there is no strong market for dermo-cosmetic area.4 Introducing new products for gaining more mileage.Increase revenue by opening up a new market for all brands.Inviting rivalry and more competition.5. Diversify into clothes and accessoriesUsing akin technique to gain competitive advantg.High risk in the new field and global player to deal with.6. Form a brand ne w line of LOreal cosmetic stores.Brand products to be easily availableLoss of capital if the stores does not work out as per planned and fail to generate increased sales figure.7. Keep a got argumentation of all the products to tackle supply issues.A happy customer, not loosing sales, and retaining customers.Stock loss due to expiry date. Additional holding and shipping cost.Recommendations and suggestionThe testimony for the LOreal is that they should design more products to suit the Japanese market, and even selling the same products to Americans as the American market are more in more requirement of the ethnic Asian touch trends, by giving the products a brand new look with its latest packaging tools to make it look more authentic.A large section of American market is untouched LOreal should plan to consider tapping those markets as well launching a similar strategy as in the African expansion. So far the South American market is largely untapped. By taking a similar approach p erhaps even figure products for South American ethnicities.Since diversity management is at the heart of LOreal it should take a plunge and diversify into clothing and accessories, with the wealth of rich experience similar to the beauty product industry. A step into dermo-cosmetics lines must be beneficial in towards the progress of the company because there is a massive demand for such product which is an alternative for plastic surgery. LOreals should take advantage of its research and develop related products which will lead them ahead of their rivals.Chain stores of LOreal must be there to generate more sales and to bring confidence to their customer when they see the LOreal store rather than buying the LOreals products from other retail outlet. This in actually an untapped niche for big chain of cosmetic stores, for the LOreal products, would be ideally to fill this gap for the niche market.CONCLUSIONLOreal in spite of the growing competition has become a giant in its domain. It success rest on the four pillars of their entire business portfolio, namely Consumer Products, Luxury Products, Professional Products and Active Cosmetics. And the main reason of it success are strength of RD team, effective organization structure, strong distribution channels, Brand portfolio management, Acquisitions Branding strategy. LOreal has a number of rivals like Estee Lauder is the main threat. admonisher Gamble, Unilever and Revlon in hair care segment. Avon a hardcore competitors in Russia, and Nivea control the mid segment market. LOreal need to concentrate a bit more towards custody care items, and avoid too much rivalry.