18/05/2010

INTERNATIONAL ECONOMIC RELATIONS

EXPORT BUSINESS PLAN – BRAZIL MARKET

Sommaire
INTRODUCTION PHASE 1. INTERNAL ANALYSIS
1. 2. 3. 4. STRATEGY AND MARKETING MIX PRODUCTION ORGANIZATION FINANCE

4 6
6 7 8 9

EXTERNAL ANALYSIS PHASE 1
5. 6. 7. 8. 9. ECONOMIC ASPECTS POLITICAL ASPECTS DEMOGRAPHIC ASPECTS SOCIO CULTURAL ASPECTS IN RELATION WITH BEAUTY MARKET GEOGRAPHIC ASPECTS AND DISTRIBUTION STRUCTURE

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11 15 17 19 20

EXTERNAL ANALYSIS PHASE 2
10- POTENTIAL BUYERS ANALYSIS 11. COMPETITIVE ANALYSIS 12. PRODUCT 13. PRICE 14. DISTRIBUTION 15. COMMUNICATION 16. OTHERS ASPECTS

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21 22 25 27 27 29 31

SWOT
17. SWOT ANALYSIS

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CONCLUSION APPENDIX BIBLIOGRAPHY

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PREFACE AND ACKNOWLEDGEMENT
The report on hand will be developed within the International Economic Relations course from the IBMS department at the Hogeschool Zeeland during the period from February 2010 until June 2010.

Responsible for the content are: o o o o Clara Lopez Duran Marine Fraudeau Julia Gracia Ansodi Laurine Bourda

We have chosen the company L’Oréal. In order to analyze L’Oréal consumer product’s export to the Brazil market, several steps will be taken into account and followed. First we will make an internal analysis of the company, followed by an external analysis. Finally, a complete SWOT will be done, and conclusion will be made at the end of our report.

INTRODUCTION
General information

History
In 1909, a young chemist and natural entrepreneur Eugène Schueller sets up the company that will later become L’Oréal.

1909-1956 = The first steps: the model takes shape 1957-1983= L’Oréal on the road to greatness 1984-2000= Becoming number one in the beauty industry 2001- Present day = The diversity of beauty throughout the world

Presentation of the group Headed since 2006 by Chairman Lindsay Owen-Jones, and Chief Executive Officer Jean-Paul Agon, the Group is nowadays the leader in the cosmetic industry. Sir Lindsay