The Case Study of Brand Merge & Acquisition－the Case of L’Or?縱l S.A.

• Main Authors: Chih-peng Wei, 魏芷芃
• Other Authors: Cheng-hsui Chen
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/13754067237458718875

碩士 === 雲林科技大學 === 商管專業學院 === 98 === It is common that business takes advantage of famous brand established through M&A to develop its business under state of saturation in matured market. Cosmetics industry is an aggressive industry processing brand acquisition. L''OR?耛L actively engages in acquisition over long period of time. Acquisition strategy has become the major mean to increase the businesses and rapidly penetrate new markets, allowing L''OR?耛L in the leading position of global cosmetic industry. The major purposes of the study cover: 1. Discuss the way of L''OR?耛L to establish brand; 2. Analyze and summarize the major motives of L''OR?耛L for brand M&A in the past; 3. Observe the development of L''OR?耛L after brand M&A. According to analysis aiming at acquiring methods and motives of M&A for global brand of L''OR?耛L and performance of M&A in last ten years (2000~2009) through Qualitative Research, there are five conclusions: 1.A business must evaluate its own condition accompanied with company development strategy and goals to select a suitable method following features of business goals by market attractiveness, brand establishment related costs, strategic opportunities of brand and characteristics of target brand. 2.A business has to evaluate industrial environment encountered and competitiveness of target prior to processing acquisition and clearly understand the motive of acquisition as basis for target selection 3.A business must measure its own condition and industrial environment where the industry is positioned to build the product quality and brand image. Or, it may influence its own brand through external acquisition and bran authorization to facilitate product sales, image establishment and increase brand equity. 4.A business must select the acquisition performance measurement indicator suitable for the acquisition motive as processing evaluation of acquisition performance to effectively reflect the performance after acquisition. 5.The acquisitions of L''OR?耛L focuses on brand acquisition, and the acquisition targets are selective. Therefore, the acquisition expenditures are unnecessary related with cash flow.