Business Manual Loreal
INHolland Hogeschool
11/16/2012
Team 1
Business Manual – L’Oreal
Table of Contents INHolland Hogeschool 1 Table of Contents 2 1. Introduction 3 2. Project Group Details 4 3. Mission and Vision 5 Primary Goals 5 Secondary Goals 6 4. Organizational Structure 6 5. Value Chain of L’Oreal 8 6. Company Resources 11 Human Capital 11 Intangible Assets 11 7. Cultural Aspects 12 National background of L’Oreal 12 8. Business Culture 13 The company values approach (bonuses, salaries and other remuneration benefits) 14 9. Type of organization 14 Legal Form 14 L’Oreal Profit 15 L’Oreal Mintzberg Typology (CSR) 15 L’Oreal Internationalization 15 10. Management of Information 15 11. Communication Structure 16 12. Product Portfolio 17 13. HRM Processes 17 Recruitment Criteria 18 Equality, fairness, discrimination, and mobility issues 19 14. Finance 20 15. Bibliography 22
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
11/16/2012
Team 1
Business Manual – L’Oreal
Table of Contents INHolland Hogeschool 1 Table of Contents 2 1. Introduction 3 2. Project Group Details 4 3. Mission and Vision 5 Primary Goals 5 Secondary Goals 6 4. Organizational Structure 6 5. Value Chain of L’Oreal 8 6. Company Resources 11 Human Capital 11 Intangible Assets 11 7. Cultural Aspects 12 National background of L’Oreal 12 8. Business Culture 13 The company values approach (bonuses, salaries and other remuneration benefits) 14 9. Type of organization 14 Legal Form 14 L’Oreal Profit 15 L’Oreal Mintzberg Typology (CSR) 15 L’Oreal Internationalization 15 10. Management of Information 15 11. Communication Structure 16 12. Product Portfolio 17 13. HRM Processes 17 Recruitment Criteria 18 Equality, fairness, discrimination, and mobility issues 19 14. Finance 20 15. Bibliography 22
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