L'oreal

Best Essays
Topics: Cosmetics
Executive summary:
This report has demonstrated the scenario planning of L’Oreal’s three (3) years strategic plan to increase its market share through increasing brand loyalty, creative and innovative skincare products in Malaysia market. L’Oreal Group, based in Paris, France, is one of the global market leaders in cosmetic industry worldwide. As its commitment of manufacturing beauty products to all men and women over the world, they continue to produce high quality of cosmetic products for fulfilling individual needs and desires of beauty through their innovative research. Their marketing strategy is to target at mass market by having cosmetics product range satisfying all levels of demographic groups. Marketing team in L’Oreal Malaysia undertakes the functions of marketing, sales and distribution activities aligning with the Group’s mission and marketing strategy. L’Oreal Malaysia set up four (4) product divisions, which specialize in different target markets. They are consumer products, luxury products, professional products and active cosmetics.
The basic trends have been identified and examined through analysing political, economic, social, technological, environment and legal. Three (3) key uncertainties have been developed after analysing the basic trends. Combining with correlation matrix, the report has identified relationships among these uncertainties, and two most important key uncertainties have been selected to construct two scenario themes and consistency and plausibility as well.
Finally, conclusion and recommendation have summarized and expressed suitable strategies for each scenario to help L’Oreal to achieve its objectives in Malaysia

Introduction

In this report, we use PESTEL analysis model to find out the strength and weakness of L’Oreal Malaysia. Base on that information, we find out three (3) key uncertainties of the future that the company may affect with and also two (2) scenarios, followed by the consistency and plausibility



References: Al J. Spicoli, 2010. Shopping For Toxic Free Cosmetics. Health and Fitness: Skin Care. David Buchanan and Andrzej Huczynski, 2004. Organizational Behaviour: An Introductory Text, 5ed. England: Person. Laurie J. Mullins, 2005. Management and organizational behavior. 7ed. Person. Richard Lynch, 2003. Corporate Strategy. 3ed. Person. Richard M. S Wilson and Colin Gilligan, 1997. Strategic Marketing Management: Planning, implementation and control. 2ed. Butterworth-Heinemann. Patrick. E (2012). Ethics in Marketing. Rout ledge. McGroder, L. (2011, April 7). Nanotechnology – keeping cosmetics out of the courtroom. Wiechers. (2008). Skin Barrier: Chemistry of Skin Delivery System. Martin Roll, (2006), Asian Brand Strategy: How Asian Builds Strong Brands, published by Palgrave Macmillan. http://www.loreal.com.my/_ms/_my/

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