LOREAL case study
36000I’m UK based. The writing should be UK english
Use line spacing of 1.5
• Analyse the conceptual and theoretical justifications behind marketing strategy for cross-border marketing activities;
• Evaluate methods for environmental and cultural analysis, examining the strategic marketing value of this data, and implications for marketing practice
• Research, analyse and evaluate the effectiveness of global marketing strategies and tactics
Learning Outcomes: Skills and Attributes tested in this assignment:
• Develop and evaluate cross-border marketing strategies and plans;
• Access and evaluate global marketing research data and information
• Reflect upon their learning to identify and develop their transferable skills
The title of the assignment.L’Oreal Case study analysis and evaluation and recommendation
Purpose of the assessment, the task/topic
To write a business report that shows evidence of wide reading/research, applied to a practical task, namely the case and the questions set.
Introduction to the work/Scope/Context: You work for a consultant acting on behalf of SABMiller.
Your Specific Instructions:
1. What were the main issues L’Oréal was facing in implementing its global strategy?
Answer guide formal: Please answer the question by presenting and explaining with respect to suitable concepts discussed in the module.
(20 marks)
2. Should all product lines and brands follow the same “universalization” strategy in all markets?
Answer guide formal: Please answer the question by pre¬senting and explaining with respect to suitable concepts discussed in the module.
(20 marks)
3. Please systematically compare L’Oréals Market Entry Strategy in Brazil, China and the USA and the company’s performance in these countries.
Answer guide formal: Please answer the question by pre¬senting and explaining with respect to suitable concepts discussed in the module.
(20 marks)
4. Should the China operation be allowed to launch a “specifically Chinese” super-premium brand? Should it be allowed to launch one or more “specifically Chinese” mass-market brands?
Answer guide formal: Please answer the question by presenting and explaining with respect to suitable concepts discussed in the module.
(20 marks)
5. What advice would you give Jean-Paul Agon as to how L’Oréal should implement its “universalization of beauty” strategy?
Answer guide formal: Please answer the question by pre¬senting and explaining with respect to suitable concepts discussed in the module.
(20 marks)
It is essential:
That each of the sections are covered (if not, there will be zero% for that section)
Show ability to describe theoretical concepts and illustrate through the case material.
Do not make unsubstantiated assertions, references must back up your in-text statements
Use Harvard Referencing throughout this report, linking theory to this practical business example.
That you do NOT engage in primary research for this task (without Ethics Approval, a fail would be given)
Tips:
Show awareness of other aspects of marketing to convince the marker that you understand the subject.
Read and use a range of recent academic resources, e.g books, journals, websites for Mintel reports, Keynote, etc
Do NOT use Wikipedia/ website references alone
Paraphrasing others’ views and give the relevant source, is generally better than using direct quotes
Check grammar, use UK spelling and try to use PEEEL to structure your main paragraphs.
Evidence of independent thought and original applications may improve your mark
Use Ariel Font size 12, double spacing between paragraphs.
As this task is worth 70% of your Module, it is expected that it appears worthy of 60 hours work.
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