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Example research essay topic: Czech Republic Eastern European - 1,285 words

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LOreal A Global Marketing Strategy Analysis. Because Theyre Worth it! L'Oreal Paris was first founded in 1907, by a French chemist Eugene Schueller in his apartment's kitchen in Clichy, France, when he created his first hair dyer. He did all the work himself, including selling the product in his little store in the morning, delivery in the afternoon and production at night. Only in 1909, did he hire his first employee. Today, LOreal Paris is the world's leading cosmetic company, with 17 global brands and sales in 2005 of USD$ 33. 8 billion.

The French company has not only enjoyed a decade of double-digit growth but has pioneered new ground rules for staying on top in a fiercely competitive industry. L'Oreal's net profits rose 12 % in 1998, to $ 768 million, while its stock has soared 900 % in the ' 90 s. L'Oreal's success is proof that when done right, global branding can speed growth in mature consumer-products companies even when global markets themselves are shaky. Asia's economy is a mess, Latin America is tottery. Other worldwide marketers, such as Procter & Gamble Co. , are suffering partly as a result. But L'Oreal is surging in markets stretching from China to Mexico.

Its secret: conveying the allure of different cultures through its many products. Whether it's selling Italian elegance, New York street smarts, or French beauty through its brands, L'Oreal is reaching out to more people across a bigger range of incomes and cultures than just about any other beauty-products company in the world. That sets L'Oreal apart from one-note marketers such as Coca-Cola Co. , which has just one brand to sell globally. Global Presence: It is available and marketed in North America in every state and province in the United States and Canada, as well as South America. The countries where it is available in South America are: Argentina, Belize, Bolivia, Brazil, Chile, Columbia, Costa Rica, Cuba, Chile, Ecuador, El Salvador, French Guinea, Guatemala, Guyana, Haiti, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Suriname, Uruguay and Venezuela. It is also available and marketed in Asia and Africa.

Asia remains a key market for LOreal. It recently opened a new Research & Development center in China to carry out research into the structure and behavior of Asian skin and hair, which it plans to use to develop products to meet the specific needs of the Asian customer. The Asian market for the company is an ever-growing one. The Asian market is separated into zones for the product, into East Asia, South Asia and South-East Asia. The countries where it is available in East Asia are: China, Japan, Mongolia, North Korea, South Korea and Taiwan. The countries in South Asia where the products are available are: Afghanistan, Bangladesh, Bhutan, India, Maldives, Nepal, Pakistan and Sri Lanka.

The countries where it is available in South East include: Brunei, Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam. There are also plans underway to market the products into North Korea where French importing is allowed by the government and Cambodia. The Asia-Pacific zone of course is a key region as well, as LOreal cosmetics and beauty products are marketed heavily in Australia, New Zealand, Fiji, French Polynesia, and Guam. LOreal also is of course marketed heavily in Europe after all, that is where its origins are. It is available in almost every single nation there now. The countries where it is available in Europe are: Albania, Andorra, Austria, Belarus, Belgium, Bulgaria, Bosnia, Bulgaria, Croatia, the Czech Republic, Denmark, Estonia, Finland, France, Germany, Gibraltar, Great Britain, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Liechtenstein, Lithuania, Luxemburg, Macedonia, Malta, Monaco, Netherlands, Norway, Poland, Portugal, Romania, Russia, Scotland, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine, and Wales.

One of the few countries in Europe that it does market to is the former Yugoslavia it is considered a risky market, with all the political upheavals. LOreal is also available in the African, although it is still in the budding stages of development. LOreal South Africa is the primary marketer of the products in the rest of Africa. International Revenue: Western Europe, Loreal's largest geographical market, accounted for 50. 9 % of the total revenues in the fiscal year 2005.

Revenues from Western Europe reached E 7405. 7 million in 2005, an increase of 1. 3 % over fiscal 2004. Besides the return to form in the European market, the US market also performed well, with revenues from North America reached E 3951. 6 million in 2005, a increase of 0. 7 % from fiscal 2004. North America accounted for 27. 2 % of the total revenues. The rest of the world accounted for 21. 9 % of the total revenues, an increase of 16 % over fiscal 2004. Asian sales grew 9 per cent for the six months, to reach 668 million, with Latin American sales for the period up 8. 3 per cent to reach 375 million. But the biggest increase was experienced in the Eastern European market, where like-for-like sales grew 26. 1 per cent to reach 325 million.

L'Oreal said that in the Eastern European region Russia had been the star performer, with a six monthly sales increase of 39 per cent, followed by the Czech Republic with a 22 per cent increase. Branding: LOreal is now known almost the world over, therefore it is not a French brand; it is more of a global brand. L'Oreal is out to capture new markets in the global cosmetics industry by acquiring local brands with intrinsic customer value, and promoting them worldwide. A L'Oreal executive, Catherine Fulconis, Director of Development for L'Oreal Luxury in Paris, described how L'Oreal brands Kiehl's, and and Shu Uemura are product lines that remain true to their cultural roots but have worldwide appeal. While Kiehl's identity is one of a very simple, old-style New York, Shu Uemura conveys high-end Japanese luxury.

Fulconis said LOreal takes a methodical approach towards researching local cultural concepts of beauty and style, in order to adapt products appropriately and boost sales, she said. "The more popular a brand is, the more it must reflect local sensibilities. Regarding globalization, young people are increasingly united around the world, " she noted, by virtue of the fact that they listen to the same music, watch the same TV programs, wear the same brands of clothing and all communicate through the Internet. "They think of themselves as part of a new mega-culture that is hip and dynamic, " she said. As a result, differences between people today are increasingly generational, rather than cultural or geographical. Yet L'Oreal - which has operations in more than 150 countries and ownership of French, Italian, Japanese and American brands - still operates under the belief that definitions of beauty remain markedly different across cultures. And therefore we strive to create the most global brand in the true sense of the word! The company has very few brands - only 17 - but all are marketed and are available globally.

Brands are organized by distribution channels, and the brands are "absolutely exclusive to each distribution channel: professional products brands to hair salons; consumer product brands to retail stores including drug stores and food stores; luxury products brands to specialty stores and department stores; and active cosmetics brands to dispensing dermatologists and pharmacies. At L'Oreal, Fulconis says, "We have made the choice of being global and we are executing the plan without compromise... Our brands are all global. Consumers can find our brands and our products almost everywhere in the world. There are presently 193 countries on this planet.

Some of our brands, like Lance, are in more than 160 countries, many others are in more than 130. When we make ac...


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Research essay sample on Czech Republic Eastern European

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