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Essay / Research Paper Abstract
This 17 page paper examines L'Oreal, and the way in which they are competing in a global environment. The paper starts by examining external and internal influences, and looking at the way in which the influences of impacted on decision-making and L'Oreal, typified by the acquisition strategies adopted. The paper then explores the effectiveness of the strategies and identifies potential areas for improvement. The bibliography cites 22 sources.
Page Count:
17 pages (~225 words per page)
File: TS14_TElorealg.rtf
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Unformatted sample text from the term paper:
LOreal was founded by Eugene Schueller in 1907, the firm started out in Pairs with a first mover advantage; manufacturing and selling the worlds first synthetic hair colorant.
This was sold under the name LAureole, the French for Halo, and from which the firm derives its name. Initial expansion took place to nearby countries; the company was in
Italy, the Netherlands and Austria by 1912. Further innovations took place, it was LOreal that developed the first shampoo without soap and developed the Ambre Solaire sunscreen brand. The firm
developed a strong reputation for body and hair care products in the European Market. In 1953 the firm entered the US, but this market was divergent and the firm
had challenges in the market, the distribution structure required more local relationships and the prestige that the firm had in France was not as influential in the US market. Over
time the firm has increased its scope and scale of operations with both organic growth and a range of acquisitions. The desire to become the major brand in the US,
competing against firms such as Clairol may be seen as a result of increased potentials and internal as well as external influences, it is these influences and the way that
the firm has responded that need to be assessed so that the effectiveness of exiting strategies can be ascertained and improvements identified. 2. Environmental Analysis 2.1 External Influences
The way that globalization took place opened up a wide variety of opportunities. If it is assumed that the principle purpose of a business is to create value for
the owners, in this case the shareholders, then the desires of the shareholders will be a significant influence in the way that the firm operates felt directly through the annual
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