L'oreal Case Study
Autor: Antonio • August 15, 2012 • Case Study • 693 Words (3 Pages) • 1,739 Views
EXECUTIVE SUMMARY
L'Oreal is the leading cosmetic and beauty Company which holds 23 global brands in 130 countries, with more than 175 billion Euros consolidated sales in the year 2009. Their mission is to help men and women around the world realise the aspire to beauty, and express their individual personalities to the full.
L'Oreal will be bringing in L'Oreal Paris Voluminous ® Full Definition Volume Building Mascara into Singapore market as the product holds a potential in holding a strong position in the market due to its special features. They will be targeting on the female youths between the ages of 18 to 29, who seeks for highest quality product at value added pricing. They also aim to make the product to be easily reached by the target consumers. In order to do so, L'Oreal will be using promotional tools like television, billboards and roadshows.
Despite the strong positioning in the market, L'Oreal still continue to have strong competitors which required them to constantly come up with strategies to counter back threats they are facing. Other than that, there are also continuous changes in demand and preference of the customers.
To implement the marketing strategy successfully, L'Oreal will be looking into internal marketing activities, such as employee training and coordination with other functional areas, and tactical marketing activities. They will then use different types of control to monitor the specific marketing activities to ensure they are able to meet their marketing objectives.
TABLE OF CONTENT
EXECUTIVE SUMMARY 2
TABLE OF CONTENT 3
LIST OF FIGURES 5
LIST OF TABLES 6
CHAPTER 1 COMPANY PROFILE 7
1.1 VISION 7
1.2 MISSION 7
1.3 OBJECTIVES 7
1.4 PAST SALES RECORDS AND MARKETING TRENDS 8
1.5 PRODUCT LINE 10
CHAPTER 2 SITUATIONAL ANALYSIS 11
2.1 EXTERNAL ENVIRONMENT 11
2.1.1 COMPETITORS SITUATION 11
2.1.2 SOCIOCULTURAL TRENDS 13
2.1.3 THE CUSTOMER ENVIRONMENT 15
2.2 INTERNAL ENVIRONMENT 18
2.2.1 L'OREAL CURRENT MARKETING GOALS 18
2.2.2 L'OREAL CURRENT OBJECTIVES 18
2.2.3 REVIEW CURRENT
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