The cosmetic giant L’Oréal Group is the world’s leading company, which operates initially in Western Europe and the America. However, saturation in both these regions are driving the attractiveness of opportunities in Asia-Pacific areas, where analysis shows that China as being the most profitable. L’Oréal’s current strategic position will be analyzed relative to the opportunities and threats within the microenvironment, and the competitive rivalry shown by the microenvironment. This report attempts to determine L’Oréal’s strategic direction based on their strategic capability, adapting their strategy to take advantage of any opportunities which the market presents.
Free Business Essay - Cosmetic Market Strategy
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