글로벌경영,그로벌마케팅,경영전략,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

소개

의약품 , 천연품5 forces analysis (cosmetics)Cosmetics Are Part Of The Universal Quest for Beauty*RivalryThreat of Substitutes Supplier PowerBuyer PowerBarriers to entry공급자 교섭력- 원가 비중이 낮다- 공급자 多5 forces analysis (cosmetics)Cosmetics Are Part Of The Universal Quest for Beauty*RivalrySupplier PowerBarriers to entryThreat of SubstitutesBuyer Power잠재적 진입자 위험- 브랜드 이미지 구축과 높은 R&D비용으로 인해 진입 장벽 높음5 forces analysis (cosmetics)Cosmetics Are Part Of The Universal Quest for Beauty*RivalryBarriers to entryBuyer PowerSupplier PowerThreat of Substitutes수요자 교섭력- 선택의 폭이 넓음낮은 교체비용고가품의 경우 높은 교체비용5 forces analysis (cosmetics)Cosmetics Are Part Of The Universal Quest for Beauty

목차

I . Introduction of L’Oreal
1. Introduction of L’Oreal

II .Characteristics of L’Oreal
1. Organization
2. R&D
3. Marketing
4. Strategy & Culture
5. Competition

III . M & A
1. Division
2. M&A

IV. Novel Chance of L’Oreal
1. 5 forces analysis
2. SWOT analysis
3. What is kiehl’s?
4. BCG MATRIX ANALYSIS

V. Kiehl’s의 중국 시장 진출 전략
1. 중국 시장 진출의 당위성
2. STP 전략
3. 중국 소비자들의 소득수준
& 지출
4. Conclusion

본문내용

We sell hope in a jar VS. We sell the science of beauty in a jar
Large financial commitment to R&D
5 R&D Center
Close relationship - R&D and brand
시장에 유연한 대처
고객의 욕구변화가 제품에 신속하게 반영 된다.

Research & Development

8

Strong relationship between marketers and R&D teams
Brand team ? responsible developing and positioning
DMI(Direction de marque International)
Compatible with markets across the world
Marketing
Is it possible maintaining the same brand massage in every country?
Marketing

9
Special features of Strategy
Special features of Culture
Strategy & Culture
The secrets
of
L’Oreal’s
Success

참고자료

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