L'Oreal and the Cosmetic Industry

Powerful Essays
Executive summary

The following report is doing about the Cosmetics industry, using a particular focus on one of its company : L’Oreal. This report will define the industry and its scope in a first time. Then, the report will determine the key strategic issues and the critical success factors facing the cosmetics industry and L’Oreal in the next five years. Next, the report will identify the organisation likely to be successfull or not, paying a particular attention to the competitive position of L’Oreal. Finally, the report will identify the strategic options available in the cosmetics industry and determine which options are most appropriate to L’Oreal to ensure its success in the next five years.

Contents Pages

Executive summary 2
Industry definition and scope 4
Key strategic issues in the cosmetics industry 6
Critical success factors for L’Oreal facing the next five years 8
Core competencies 9
Corporate advantage 11
References 13

Appendices

External environment:

Appendix 1: Industry definition 15 Appendix 2: EPISTLE analysis 19 Appendix 3: The competitive analysis:



References: Johnson and Scholes, 2005, “Exploring Corporate Strategy”, 6th edition, Prenctice Hall C. Bowman and D. Faulkner, 1996, “Competitive and Corporate Strategy”, Irwin Journal: J.Mickael Webber, J.C. de Villebonne, 2002, “Differences in purchase behavior between France and USA”, Journal of fashion marketing and management, vol.6, issue 4, pp.396-407 Carrigan, Szmigin, Wright, 2004, “ Shopping for a better world ? An interpretive unknown author, 2005, “Risky business of new products: but can companies afford not to try?”, Strategic Direction, vol.21, issue 2, pp.20-23

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