L’oral: Practical Application of Theory, Concepts and Analytical Tools in the Context of the L’oral Group Essay

L'oréal: Practical Application of Theory, Concepts and Synthetic Tools inside the Context in the L'oréal Group


Practical application of theory, concepts and analytical tools in the circumstance of the L'Oréal Group

May possibly 16, 2011

Company description

Before examining and assessing the intercontinental business actions of the L'Oréal Group, we first give you a short overview of the firm, in which includes the most important aspects are covered. History

In 1907, a young chemist named Eugène Schueller developed the initially synthetic hair dyes and sold this to frizzy hair salons in Paris underneath the brand name Auréole. Two years later, he authorized his business as Société Française sobre Teintures Inoffensifs pour Cheveux, which later became L'Oréal, a company with a strong give attention to research and innovation for beauty products. As a result moment till 1984, the corporation was on the path to greatness since it began to increase rapidly. The firm reached its top in the period 1984-2000 and today, the L'Oréal Group marketplaces more than 500 brands, including The Body Store, Maybelline, Biotherm, Cacharel, Giorgio Armani Fragrances & Makeup, Vichy, and Ralph Lauren Fragrances. As the company started off with entirely producing frizzy hair products, it now gives thousands of distinct products around the world, varying from make-up to perfumes to skin and hair care products, making it the best in the global cosmetics marketplace. Current position

The firm's total profits accounted for nineteen. 5 billion dollars dollars this year, with net profits becoming 2 . twenty-four billion us dollars. With their sixty six, 000 personnel and rank 353 inside the Fortune Global 500, the L'Oréal Group is the most significant cosmetics and beauty organization in the world. The corporation became industry leader in nearly every nation it are operating in. Their solid commitment to research and advancement has greatly contributed to this, as it led to increasingly effective and safe products. Having reached a well balanced growth rate and globally recognition, L'Oréal currently sets increasingly more concentrate on ethics, cultural and environmental responsibility. Not merely did that they win a lot of awards for his or her environmentally-friendly behavior, they also promote sustainable development. Mission and goals

L'Oréal's ambitions regarding sustainability are really high, because their aim is to be an exemplary corporate citizen. Furthermore, L'Oréal puts even more focus on the reduction of the company's carbon dioxide footprint, squander and green house emissions: their particular goal is always to reduce exhausts by fifty percent over the next five years. Apart from all their ideals upon sustainability, the corporation also tries to increase sales by attracting more buyers globally. They do this by not simply targeting particular groups based upon income, yet also about culture. As stated on their recognized website, L'Oréal's mission is really as follows:

‘To invent splendor and fulfill the aspirations of millions of women and men. Its vocation is general: to offer everybody, all over the world, the best of cosmetics in terms of quality, effectiveness and protection,  to provide everyone use of beauty by providing products in harmony with the needs, lifestyle and expectations. With the opening up of the emerging markets, L'Oréal's mission is usually broadening in respond to the huge diversity of populations.  ' (L'Oréal standard statement)

Beneath the leadership of current CEO Owen-Jones, L'Oréal tries to maintain steadily its position as one of the world's top companies, under no circumstances ceasing to grow and provide the world with continuously finding products to be able to reach it is mission: to make beauty widespread.

Exam field assignment

The following text extensively covers L'Oréal's international organization activities. Different theories, principles and conditional tools happen to be applied to the L'Oréal Group. By crucial analyzation and evaluation, a good overview of the firm when it comes to globalization could be established.

In order to explain the location-specific advantage of L'Oréal, we compared 4 international control theories particularly: comparative edge, factor amounts (H-O theory), Linder's theory of overlapping demand and Michael Porter's...

Bibliography: * Kumar, S 2004, ‘Exploratory analysis of worldwide cosmetic market: major players, technology and market trends' Technovation, volume. 25, no . 11, pp. 1263-1272, looked at 12 May 2011, retrieved from Scientific research Direct databases.