Business Manual Loreal

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INHolland Hogeschool

11/16/2012

Team 1
Business Manual – L’Oreal

Table of Contents
INHolland Hogeschool1
Table of Contents2
1.Introduction3
2.Project Group Details4
3.Mission and Vision5
Primary Goals5
Secondary Goals6
4.Organizational Structure6
5.Value Chain of L’Oreal8
6.Company Resources11
Human Capital11
Intangible Assets11
7.Cultural Aspects12
National background of L’Oreal12
8.Business Culture13
The company values approach (bonuses, salaries and other remuneration benefits)14
9.Type of organization14
Legal Form14
L’Oreal Profit15
L’Oreal Mintzberg Typology (CSR)15
L’Oreal Internationalization15
10.Management of Information15
11.Communication Structure16
12.Product Portfolio17
13.HRM Processes17
Recruitment Criteria18
Equality, fairness, discrimination, and mobility issues19
14.Finance20
15.Bibliography22

1. Introduction

L'Oréal's story begins in turn-of-the-century Paris, at a time when women of the demi-monde dyed their hair, their choice was restricted to fiery red or coal black. In 1907, Eugène Schueller, a young chemist, began to concoct the first synthetic hair dyes by night in his kitchen and sell them to hair salons in the morning under the brand name Auréole. His strategy was successful; within two years he established the Société Francaise des Teintures Inoffensives pour Cheveux, which soon afterward became L'Oréal. Schueller's timing had been singularly fortunate. The end of World War I was celebrated by the Jazz Age, when short hairstyles became fashionable, with a new emphasis on a shape and color. By the end of the 1920s, there were 40,000 hair salons in France alone and L’Oreal’s new products O'Cap, ImédiaLiquide, and Coloral captured the growing market. In 1928 the company made its first move towards diversification, purchasing the soap company Monsavon. These days, L’Oreal has become the largest beauty and cosmetic company in the world. It has gained a century of expertise in cosmetics and beauty products, and has reached consolidated sales of €20.3 billion in the year of 2011. The company owns 27 global brands in 130 countries around the world, employing 68,900 employees in 66 countries.

The aim of this business manual is to extensively describe the internal organization of L’Oreal for newly hired employees. It helps to gain a complete view of how the company operates, and which strategies it uses to maximize success in the cosmetics and beauty industry. This business manual describes the organizational structure, value chain, resources, strategies, and HRM processes. As well as it clarifies the company’s mission and values, business culture, and the company’s financial position.

2. Project Group Details

Project Leader: Osadolor Edmund Omokaro
Contact info: +31684042685
512728@student.inholland.nl

Project Secretary: AwilDuboowSomow
Contact info: +31643467315
519724@student.inholland.nl

Project Planner: Alisa Visengerejeva
Contact info: +31620241123
520662@student.inholland.nl

Project Communicator: Saida Ahmed Hassan
Contact info: +31684948480
519312@student.inholland.nl

Project Archivist: Janet Joven Acosta
Contact info: +31651951752
520664@student.inholland.nl

Project Quality Controller: Maria Rusnak
Contact info: +31611778971
519569@student.inholland.nl

3. Mission and Vision

Mission
The mission of the company is offering all women and men the best cosmetics in terms of quality, efficacy and safety. This is done by offering products that suits each and everyone according to color, skin type and the like. Vision

The vision of L’Oreal is to pushing back frontiers of knowledge through its unique research which allows them to come up with new ideas and innovations that they constantly bring to the market. Also they provide products that enhance the wellbeing of people and in the process help protect the beauty...
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