化妝品產業的全球成長策略研究 - 萊雅集團的個案研究

• Main Authors: 吳麗雪, Wu, Li-hsueh
• Language: 英文
• Published: 國立政治大學
• Subjects: 萊雅集團; 全球成長策略; 化妝品; 產品策略; L'Oreal; Global growth strategy; Cosmetics; Product strategy
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0909327161%22.

The cosmetics market is very dynamic and high growth potential industry. This case study will attempt to analyze how L’Oreal’s success in implementing its global growth strategies. The introduction will cover the history of L’Oreal and its amazing growth performance during these past years. This case study will analyze L’Oreal’s business model, a model that is differentiated from others by a combination of research & development, portfolio of brands, a complete distribution network, and financial prowess. With a competitive advantage in production, L’Oreal can concentrate their resources on their star product marketing strategy. An effective brand management emphasizes on categories and channels expertise, innovation via precise positioning, and adaptation at the market level. In addition, L’Oreal believes in a philosophy called “the virtuous spiral”, the driving force behind L’Oreal’s steady persistent growth over these many years.