Marketing Research Paper Example | Topics and Well Written Essays - 2750 words

Marketing - Research Paper Example This plan deals with developing an online presence for Generation Y to create different marketing plans for the different brands within L’Oreal. Table of Contents Page No. 1. Introduction †¦Ã¢â‚¬ ¦.. 3 2. Issue Problem †¦Ã¢â‚¬ ¦.. 4 3. Analysis and Application †¦Ã¢â‚¬ ¦.. 8 a. Australian Culture †¦Ã¢â‚¬ ¦.. 9 b. Gender Role in Australia †¦Ã¢â‚¬ ¦.. 9 c. Social Classes in Australia †¦Ã¢â‚¬ ¦.. 10 d. Core Australian Values †¦Ã¢â‚¬ ¦.. 11 e. Target Market †¦Ã¢â‚¬ ¦.. 11 4. Application †¦Ã¢â‚¬ ¦.. 13 5. Recommendations †¦Ã¢â‚¬ ¦.. 14 6. References †¦Ã¢â‚¬ ¦.. 16 Introduction L’Oreal is one of the largest Cosmetics and Beauty Products Company and offers a big range of hair and beauty products with 23 global brands. With headquarters located in the world fashion capital of Paris, L’Oreal enjoys a strong global presence in more than a hundred countries (L’Oreal, 2011). L’Oreal has made a division withi n its product according to their target market that is consumer products, luxury products, professional products and active cosmetics. These product ranges cater to different kinds of consumers depending on their specific needs. Issue/Problem After analyzing the marketing campaigns of L’Oreal, a few issues have been identified that could be improved so as it increase brand loyalty within the Australian market for L’Oreal. At this time, L’Oreal is a multinational product that has to compete with other cosmetic and beauty products that includes both international products and national products. With a cosmetics company, brand loyalty can be quite advantageous as consumers prefer to buy products from the same company that they are satisfied. They do not wish to invest in new brands where they are not aware of the quality of the product. The reason is because all kinds of people are conscious about their skin and the impact of cosmetics on their skin. For this reaso n, brand loyalty is imperative for cosmetics and beauty products companies and this can be developed by effectively using consumer behavior theories to bring consumers to buy a particular product (Ergin, Ozdemir and Pariliti, 2005). But for this we need to analyze the marketing problems that are apparent in L’Oreal’s marketing campaign. When brand enter into new markets, they often face certain barriers when communicating with the new consumers. The core values of these consumers are often different from that of the previous consumers and sometimes even clash with each other. For this reason, local marketers are hired for the promotion of the brand keeping in view the new consumers (Boone and Kurtz, 2011). In the case of L’Oreal, marketers in all countries follow the international pattern of marketing. The products are advertised in almost the same manner in every country. This alienates the brand as an international brand. The consumers are more confident in in vesting in brands that appear friendly and act as their friend. L’Oreal has alienated itself through its marketing. The following example shows L’Oreal advertising in two different countries, namely Australia and Japan. Though one can differentiate through the language but consumers want to see faces they can identify with. L’Oreal advertising Japan L’Oreal advertising Australia Though L’Oreal is an internationally active brand, its presence in Australia leaves a lot to be demanded. As Generation Y is increasing its

International Business and Management. Global Expansion Essay

International Business and Management. Global Expansion - Essay Example Working in a country that one is not familiar with, is a great challenge in itself. More so, when it involves the establishment of a branch office of one's company or deals with the successful initiation of an extension of the company, in a scenario completely different from the one, one are familiar with. Heading these operations that delve into international horizons and expansion plans build up more responsibility that needs to be fulfilled, on one's part. Therefore, a great amount of thought-processing and execution must go down into such plans, before embarking on a conclusion. You are partners in a leading management consultancy in London. You have been asked to set up an office in the capital city of CHINA. You are required to write a report for the senior partners. What is striking in an international expansion programme, is the Cultural Difference and Incompatibility one is bound to face. Numerous theories have been put forth, with regards to this. One such theory, is Geert Hofstede's 'Cultural Dimensions Theory'. Hofstede believes that management is not something that is related solely to business, but also extends in other aspects of life. (Website: http://www.valuebasedmanagement.net/methods_hofstede.html). He divides the cultural dimensions into four different dimensions, and later on went on to add a fifth dimension. The first dimension that he talks about is Individualism, wherein he highlights the extent of individual handling of projects, and the degree of group or team work that is existent in a management scenario. The second dimension is that of power distance, wherein he talks about the partisan politics. He delves into areas like inequality in management, biased outlook of those in superior positions and the like. The third, is that of certainty, which is nothing but the risk factor that is prevalent in businesses that expand beyond cultural borders. The fourth dimension is that of achievement or masculinity, which is the difference s in the task management between the sexes. The fifth dimension, that was later proposed by him, is Long term vs. Short term orientation, which talks about the time period of existent of the business unit in the extra-cultural scenario. Therefore, his theory states that management not only requires a business to look into the business operations, but to also l ook into other operations that govern an individual involved with the business. This is where culture comes into the perspective in business expansion. China is one of the favourable fast-growing sites for international expansion of business, trade and commerce. Transfer of technology, the