Analysis of Asian Marketing Status of L 'Oreal Group
DOI:
https://doi.org/10.54691/bcpbm.v39i.4060Keywords:
L'Oréal Group; marketing; strategy; Asia; marketing mix theory.Abstract
As one of the world's leading cosmetics groups, the L'Oréal Group owns overseas markets in many countries, and its sophisticated international marketing operations have brought achievements in overseas markets. This paper examined and analyzed the current state of L'Oréal Group's marketing in Asia international markets around the last decade of the 21st century and the problems that exist. Based on a comparative investigation of some differences in the marketing strategies of the L'Oréal Group in the European or US regions to investigate whether regional cultural uniqueness influences the marketing strategies implemented in Asia in the market. Meanwhile, the case study illustrated the disadvantages and competition problems that the L'Oréal Group may have in marketing in Asian overseas markets. A literature review and case study were conducted on this article with qualitative methods. The 4Ps (Price, Product, Place, Promotion) were applied to analyze some of L'Oréal Group’s marketing situation in Asia. Also, the advantages and disadvantages of L'Oréal’s marketing strategy in Asia will examine by the SWOT (Strengths, Weaknesses, Opportunities, Threats) method. Finally, propose countermeasures for L'Oréal to improve Asian marketing based on the problems that exist and highlighted the competitive advantages of L'Oréal Group in the international cosmetics market industry.
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