![]() The uncontrollable factors in the international environment relate to forces emanating from the political, social, economic, technological, cultural, ethical, competition, and the legal environments. However, surviving in such a market requires an organisation to align its marketing strategies such as marketing mix to conform to the prevailing market needs. Firms that have adopted the concept of internationalisation have trouble in understanding the international market. 501) asserts that the ‘existence of uncontrollable and controllable factors makes international marketing more complex as compared to domestic marketing’. Understanding the prevailing market condition is one of the ways through which organisations can remain competitive.Īswathappa (2010, p. It is imperative for businesses to develop sufficient competitiveness in order to stay relevant in the international market. The world is experiencing a growing trend with regard to the rate of inter-connections and inter-dependencies (Andexter 2008). The paper also recommends the adjustments that L’Oreal should consider in order to enhance its market dominance. This paper entails a comprehensive analysis of L’Oreal’s marketing efforts in China. Despite its localisation efforts, the firm has not fully localised all its products such as Yue Sai, which is still manufactured in the international market. The manufacturing centres enable L’Oreal to produce most of its professional and mass products, which allows the firm’s products to align with the market needs. 178) argues that the ‘degree of market localisation is reflected in the effort made by an organisation to match local customer needs or requirements and it is measured by its local market orientation’. Moreover, the firm has established manufacturing centres at Yichang and Suzhou. The firm has set up a research and innovation centre in China. In a bid to market its products successfully in the Chinese market, L’Oreal has adopted the concept of localisation in its marketing processes. Likewise, L’Oreal has introduced most of its brands in the Chinese market such as Maybelline New York and Lancome. Procter & Gamble leads the market as it has introduced all its major brands in the Chinese market. Currently, the firm ranks as the second largest skincare and beauty firm in China. The firm has targeted China as one of its marketing destinations. L’Oreal has adopted internationalisation as one its business level strategies in an effort to maximise its profits. Currently, L’Oreal ranks as the largest cosmetic organisation in the world. ![]() The firm has managed to penetrate the global beauty and cosmetic market. The firm’s operations involve the production of diverse cosmetic and beauty products. It is only with both the Powermix Base and an additive that the transformation of two liquids into one gel-masque is possible.L’Oreal was established in 1909 in the personal care industry in France. It offers conditioning to all hair types when mixed with one of the Powermix additives. This exclusive L'Oréal Professionnel base is created to be mixed with additive: Liss, Colour, Repair, Force or Nutri. With a high concentration of pure ingredients, the hair is instantly transformed. ![]() The technology is a unique combination of a base liquid and additive liquid that are mixed to create a lightweight, creamy formula. L'Oréal Professionnel Serie Expert Powermix in-salon treatment is an essential, transformative treatment with formulas available for key hair concerns.
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