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Growth Strategies Case Study
Case Title:
Cosmetics Industry (B) : L'Oreal's Globalisation Strategies
Publication Year : 2007
Authors: Sushma, Mercy Mathew
Industry: Cosmetics
Region: Global
Case Code: GRS0258
Teaching Note: Available
Structured Assignment: Available
OR
Abstract:
With their home markets getting saturated, cosmetic companies are skidding into emerging markets for growth. L’Oreal is no different and its globalisation strategy amply proves this. A huge – yet diverse – customer base and its spending power drew it to these markets. But cultural complexity and indifference to premium products is deterring them nonetheless.
Pedagogical Objectives:
- To discuss the opportunities and challenges emerging markets offer to cosmetic players
- To discuss L’Oreal’s globalisation strategies.
Keywords : Globalisation Strategies; Strategies for Saturated Market; Strategies for Emerging Market; Opportunities in Emerging Markets; Manufacturing Strategy vs Import Strategies; Customisation vs Standardisation; Growth Strategies Case Study; Market Leader’s Strategies; Market Followers Strategies; Loreal’s Brand Architecture; Product Portfolio Analysis; Distribution Strategies; Country of Origin as Branding Strategy; Premium Image as a Barrier to Globalisation
Contents :
Emerging Markets: Lifestyles and Market Potential
L’Oreal Group
L’Oreal Cosmetics Divisions
Professional Products Division
Consolidated Sales of L’Oreal’s Cosmetics Divisions
L’Oreal’s Consumer Products Division
L’Oreal’s Globalisation Strategies
