Strategy of L’Oreal

Type :

Presentation

Pages :

21 pages

Format :

.doc

Published date :

01/20/2009

Category :

Business & market

Sub category :

Business strategy

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Summary :

Presentation of L'Oreal group.
1. History of the group.
2. Group profile.
3. Group's activity.
4. Some figures.
5. The different levels of strategy implemented at group level.
External diagnosis.
1. Macro environment.
2. Industry.
3. Competition and markets.
4. Identification of threats and opportunities.
Internal diagnosis.
SWOT matrix.
1. Strengths.
2. Weaknesses.
3. Opportunities.
4. Threats.
Strategic options.
1. L'Oreal will not change its current position.
2. L'Oreal loses its leading position facing competition.
3. Positioning in the 'organic' cosmetics market.
Bibliography.

Abstract

L'oreal was created in 1907 by a French chemist: Eugene Schueller. The latter developed a synthetic formula, called Aureole, to dye hair. He then created his own formulas, manufactured his products and marketed them to Parisians hairdressers. In 1909, after registering the articles of the future group L'oreal, he undertook research on beauty in general. The foundations of what will become the group had already been laid: innovation and research on beauty. In 1912, the group opened abroad. In addition to France, the products were marketed in Holland, Austria and Italy. In 1920, the company had 3 researchers as against 100 in 1950, 1000 in 1984 and 3000 as of today. During the 30s, L'oreal expanded its range of products: the company sells skin care products and sun creams. After the Second World War, the company diversified its products and brands to gradually include all types of cosmetic products. Thus, little by little, the group was interested in the whole beauty-hygiene sector. Today, the group L'oreal is present in all the countries of the world and offers global brands in all sectors of beauty: coloring, makeup, skin care, perfumes, hair products, ethnic products.