INTERNATIONAL ECONOMIC RELATIONS
EXPORT BUSINESS PLAN – BRAZIL MARKET
INTRODUCTION PHASE 1. INTERNAL ANALYSIS
1. 2. 3. 4. STRATEGY AND MARKETING MIX PRODUCTION ORGANIZATION FINANCE
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 GEOGRAPHICASPECTS AND DISTRIBUTION STRUCTURE
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
21 22 25 27 27 29 31
17. SWOT ANALYSIS
CONCLUSION APPENDIX BIBLIOGRAPHY
PREFACE AND ACKNOWLEDGEMENT
The report on hand will be developed within theInternational 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 betaken 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.
In 1909, a young chemist and natural entrepreneur Eugène Schueller sets up the company that will later become L’Oréal.
1909-1956 = Thefirst 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 LindsayOwen-Jones transformed a French export business in an international group implanted in 130 countries nowadays. This great geographical expansion results in more than 50% of sales outside Europe. The young population is a promise of significant growth which Lindsay Owen-Jones supported his policy of expansion.
Product range and division of L’Oréal o o o o o Consumer product Professional product Luxuryproduct Active cosmetic The body shop
In 2008 the division weight:
Consumer Products Luxury Products Professional Products Active Cosmetics
51.1 % 25.5 % 15.1 % 7.9 %
We are focus on this report to export the consumer product in South America, and to make our analysis we chose Brazil. Indeed in South America, the presence of L’Oréal is becoming more and more, in Brazil, Argentina, inspite of difficult and hazardous circumstances.
INTERNAL ANALYSIS: ANALYZING THE ORGANIZATION
1. STRATEGY AND MARKETING MIX
Their business focuses on diversity: The appearance and physical features of each person are unique and different depending on age, type of skin and hair. The cultural diversity is enormous - the perception of beauty varies from one country to anotherand the rituals associated with the cosmetic and personal care, which often change over time. The hairstyle, make up and perfume we wear and how we care for our skin expresses our uniqueness.
The main objectives are based on respect for these cultural differences listed above in the mission and the ability to respond to personal diversity with all the brands and productsthat this company has.
Its brands are completely international. The heads of each brand think globally in each market. They don't only think only in their regions, they try to have a single vision in terms of strategy, advertising … Moreover the strategy for each brand is the same, the business model is the same, the products are more or less the same, then it depends on if...
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