Whitepaper CE8: Internationale Marketingstrategie (2000CE8E22)

1
International marketing strategy L’Oréal

, Dana Rood – 500851363

CE8 International marketing strategy – Mr. Brunnekreeft

Amsterdam University of Applied sciences - CE2V1

14 June 2021

2
International marketing strategy L’Oréal

,Table of contents
Table of contents ..................................................................................................................................... 3
Introduction............................................................................................................................................. 5
The birth of L’Oréal ............................................................................................................................. 5
Mission and vision ............................................................................................................................... 5
Market situation .................................................................................................................................. 6
Brand strategy ..................................................................................................................................... 7
Product and brand portfolio................................................................................................................ 8
2. Analysis .............................................................................................................................................. 10
2.1 SLEPTS factors.............................................................................................................................. 10
2.1.1 USA ....................................................................................................................................... 10
2.1.2 China ..................................................................................................................................... 15
2.1.3 France ................................................................................................................................... 18
2.2 International stakeholders .......................................................................................................... 20
2.2.1 Customer .............................................................................................................................. 20
2.2.2 Employees ............................................................................................................................ 20
2.2.3 Investors ............................................................................................................................... 20
2.2.4 Suppliers ............................................................................................................................... 21
2.2.5 Governments ........................................................................................................................ 21
2.3 Analysis of three countries .......................................................................................................... 21
2.3.1 USA ....................................................................................................................................... 21
2.3.2 China ..................................................................................................................................... 24
2.3.3 France ................................................................................................................................... 26
2.4 International opportunities and threats ..................................................................................... 27
2.4.1 USA ....................................................................................................................................... 27
2.4.2 China ..................................................................................................................................... 27
2.4.3 France ................................................................................................................................... 27
3 Strategy .............................................................................................................................................. 28
3.1 International marketing strategy ................................................................................................ 28
3.2 Orientation in global development ............................................................................................. 29
3.3 Standardization and adaptation .................................................................................................. 30
3.3.1 Products................................................................................................................................ 30
3.3.2 Packaging .............................................................................................................................. 30
3.3.3 Promotion............................................................................................................................. 30
3.4 Market entry method .................................................................................................................. 31


3
International marketing strategy L’Oréal

, 3.4.1 Direct investment strategy ................................................................................................... 31
3.4.2 Co-operative with the partner investment strategy ............................................................ 32
3.5 Product- and brand strategy ....................................................................................................... 32
4. Implementation ................................................................................................................................. 33
4.1 Strategy communication ............................................................................................................. 33
4.1.1 Communication in different countries ................................................................................. 33
4.1.2 Drivers for online communication........................................................................................ 35
4.1.3 Local, regional and global ..................................................................................................... 36
4.1.4 Tools ..................................................................................................................................... 36
4.1.5 Challenges in international communications ....................................................................... 37
4.2 Distribution and logistics ............................................................................................................. 38
4.3 Pricing strategy ............................................................................................................................ 39
4.4 Technology .................................................................................................................................. 41
4.4.1 Online strategy ..................................................................................................................... 41
4.4.2 L’Oréal Technology Incubator .............................................................................................. 42
4.4.3 3d printers ............................................................................................................................ 43
4.4.4 Differences in countries........................................................................................................ 43
Conclusion ............................................................................................................................................. 44
Bibliography........................................................................................................................................... 46




4
International marketing strategy L’Oréal