L'Oreal Case Study

In: Business and Management

Submitted By g6cdx1
Words 3812
Pages 16
L’Oreal: Global Brand, Local Knowledge

MRKT 454
May 2012

Introduction
This case study is about L’Oreal and how it has come today to be known as one of the largest advertisers and investors in research and development. The company has tapped numerous markets and established itself strongly through its various brands. There is a constant need to innovate and the products are new and better and attracting more and more customers at all levels of segmentation. The company is known for its acquisitions and that is how it has done much of its growth in the emerging economies as well as the US. The Company is known internationally for its portfolio of beauty and personal care products that are aimed towards catering to each level of market segment. It is an international success with deep rooted commitment and sensitivity towards local consumers’ needs and cultures.
1. Management Orientation:
L’Oreal’s management orientation is geocentric. This can be seen in the sales, half of which come from outside of Europe. L’Oreal has 23 global brands across 130 countries and has 38 factories all over the world (Henderson, R., & Johnson, R. 2010). The firm has promoted its national brands to the rest of the world as related by Owen-Jones. Owen-Jones promoted the five core businesses into becoming global. These included: hair care, hair color, skin care, color cosmetics and fragrances.
If we look at the website of L’Oreal Paris, we can see its presence in five continents and numerous countries (L’Oreal Paris). It has also targeted emerging economies such as China and India. It has brands targeted for all of these different market segments in the different continents. Due to its progressive investment in research and development, L’Oreal has been able to cater to the multicultural expectations, tailored to meet the needs through impressive standards.
2. The Global…...

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