Essay - L'oreal Case Study L'oreal Marketing Analysis Case Study Problem Statement...

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L'Oreal Case Study



Problem Statement

The problem addressed in this case study is the question of whether two new mid-priced family brand line Garnier products be offered to Dutch consumers and as well to answer the question of: "Whether or not th***** problem should be carefully approached due the complexity of the issue due to the fact that L'Oreal already has a prescience in the hair color ***** skincare market however, there is evidence ***** a growing trend of increased competition. Th***** work examines the use patterns of consumers; ***** demographics of consumers; product distribution and competition in the market. This ***** will research each brand individually and on a basis of comparis***** as well. The first initiative of this ***** study will ***** ***** introduction of the ***** ***** 'Synergie' and 'Belle Coulor'.

Case Study Objectives

The ***** case study within the scope of this specific study will use the criteria ***** measurement ***** of: (1) Acceptance within the consumer market; and secondly through: (2) Retailer product acceptance. Reviewed as well will be the criteria of the management methods ***** the product line and finally sales ***** issues that might severe ***** primary criteria in assessment of this market. A Marketing 'Mix Analysis' will also be conducted in relation ***** the mixing of **********, pricing, promotion and ***** in the market and specifically as related to the market in the Netherlands. It ***** ***** determined whether the price assignment ***** the product should be optimally in the low-; mid-; or high-end ***** assignation. Reviewed as well will be issues related to '***** *****' which is ********** of 'target market identification and market positioning of the product ad distribution ***** the ***** to retailers.

I. L'Oreal - Case Study Facts

***** is stated to be the 'largest cosmetic manu*****urer in the entire world during 1992 with its' headquarters located in Paris... and subsidies..." *****wide. ***** ***** are ***** at: $6.8 billion which is am increase of over 12 percent since ***** previous year. Net profits of 1992 ***** st*****ed at $417 million; a 14 percent *****. Worldwide sales are broken down as follows by country in the following chart labeled Figure 1:

Country Percentage

*****: 24% (worldwide sales)

***** & Western Europe (excluding France): 24% (***** sales)

Canada & U.S. combined 20% (worldwide *****)

***** o*****r countries in the world *****

14% (worldwide sales)

*****: L'Oreal Case ***** Market Analys***** (nd)

The company's subsidiaries ***** divided into the groups of either 'Minor' or "Major' countries for the purpose of this analysis as *****: (1) Major ***** (England, France, Germany and Italy; and (2) Minor countries (***** Nederland and nine others)Noted as being a 'critical success factor for the L'Oreal company is th***** ***** ability to innovate due ***** their heavy investment ***** product research and development which ***** served to inform the ***** ***** specifically to product introduction toward the end ***** ********** rec*****ing the company's initial investment. ***** work makes analysis of a 'Dutch


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