Oreal is the largest cosmetics company in the world. In 1992 the L¡¦Oreal Group was the largest cosmetics manufacturer in the world. They are Headquartered in Paris, it have subsidiaries in over 100 countries. In 1992, its sales were $6.8 billion (a 12% over 1991) and net profits were $417 million (a 14% increase). France contributed 24% of total worldwide sales. Europe (both western and eastern countries, excluding France) provided 42%, and the U.S.A and Canada together accounted for 20%; the rest of the world accounted for the remaining 14%. L¡¦Oreal¡¦s European subsidiaries were in one of two groups: (1) major countries (England, France, Germany, and Italy) or (2) minor countries (the Netherlands and nine others).
The company believed that innovation was its critical success factor. It thus invested heavily in research and development and recovered its investment through global introductions of its new products. All research was centered in France. As finished products were developed, they were offered to subsidiaries around the world. In established markets such as the Netherlands, any new product line introduction had to be financed by the current operations in that country. L¡¦Oreal doesn¡¦t sell all of its product lines in every market in which it sells, and the market in the Netherlands is no exception. In the Netherlands, unlike in France, L¡¦Oreal and Garneir are both sold under the same sales force.
In this particular case, L¡¦Oreal needs to decide which Garneir product lines such as Synergie skin care line and the Belle Couleur permanent hair colorants line to introduce in the Dutch market.
Issues •Although, L¡¦Oreal is the largest cosmetics company in the world but L¡¦Oreal doesn¡¦t sell all of its product lines in every market and also in the Netherlands •Upper management of the Netherlands¡¦ L¡¦Oreal subsidiary have to make decisions on which product lines will succeed in their market and which ones will fail . • L¡¦Oreal needs to decide if it would like to introduce Garnier product lines such as the Synergie skin care line and the Belle Couleur permanent hair colorants line into the Netherlands market. •The basic problem is what product lines should be introduced into the Dutch market under the Garnier name without negatively effecting the current product lines already available under the L¡¦Oreal brand.
S.W.O.T Analysis Strengths Will known brand and plenty market share L¡¦Oreal is the largest cosmetics manufacture in the world. It has subsidiaries in over 100 countries and international subsidiaries could make its own decision RD capacity
L¡¦Oreal they believe innovation is its critical success factor for the company, they try introduce one or two new products in every year. Market research
They are willing to do the market research before they sell products in that market Willing to listen to customers After they complete their research, they are willing to listen to customers and modify their product in order to fit the market. Weaknesses Consumer behavior and loyalty
Dutch customers have high brand loyalty and they trust the brand name that they use to and what they like. Different market have different tastes Customer in different regions have different tasty like the preference, of hair color is different in the French and Dutch market is different because of this reason . Not famous in Dutch market
L¡¦Oreal has a small market share in the Dutch market and there is a small market in the Netherlands. Opportunities
Demographics growth The Dutch population was aging and fastest growing, women are more interested in skin products like anti-aging anti-wrinkling products. Fashion and stylish The young generation tends to think that it would be fashionable and stylish to have a different hair color than their original one Male customers Cosmetic and toiletries companies always set female customers as their target market, but nowadays more and more guys care about their outfits so L ¡¥Oreal might see this potential marketing.