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Marketing: L'oreal Essay

7985 words - 32 pages

Dans le contexte économique mondial actuel, dans chaque secteur d'activité, se détache un groupe, voire deux ou trois, qui est considéré comme le leader du marché. Ce la provoque la disparition des petites et moyennes entreprises à l'échelle mondiale, et ces dernières font progressivement partie de ces groupes d'entreprise.Dans ce cadre, on peut citer le groupe Coca-Cola, reconnu être le leader mondial des boissons à base de cola, ou les groupes Unilever et Procter & Gamble aux politiques produits très diversifiées. Et en matière de cosmétique, le leader mondial, c'est l'Oréal.Après avoir présenter le secteur des cosmétiques et les principaux axes de la stratégie du géant de la cosmétique, nous essaierons de mettre en évidence les caractéristiques majeures d'une entreprise leader sur un marché, et enfin, les actions qu'elle peut mettre en oeuvre pour le rester.1.1 - COMPOSITION DU PORTEFEUILLE D'ACTIVITESCes 5 entreprises, qui forment le groupe des grands concurrents du secteur des cosmétiques, se ressemblent justement pour leur activité, mais sont aussi différents car chacune de ces sociétés ne travaille pas que dans un seul secteur d'activité. Un exemple plutôt significatif, c'est celui de SHEISEIDO qui centre tout son attention sur la vente et la production de produits cosmétiques, et plus precisemant sur les produits de luxe, alors que UNILEVER vend des produits de soin et de beauté mais aussi des produits aussi divers que de la lessive, des boissons isotoniques ou des aliments pour animaux.1.1.1 - L'OréalEn ce qui concerne l'entreprise qui retiens plus particulièrement notre attention au travers de ce cas, L'Oréal, nous pouvons diviser ses activités de la manière suivante :Activités cosmétiques :Division des produits grand public : produits distribues en grands surfaces et articles à grande diffusion.Division des produits de luxe : une série de grandes marques reconnues.Division des produits professionnels, leader mondial sur ce marche ; distribution des produits a de grandes coiffure et de beautéDépartement de cosmétique active : regroupe les marques des produits cosmétiques et dermatologique vendus en pharmacies et centres spécialises.Département de vente de cosmétiques pour correspondanceActivités dermatologiques :Laboratoires GALDERMA : c'est filiale commune de Nestle et de L'Oréal qui travaille uniquement dans le domaine de la dermatologie, et plus précisément sur la maladie de la peau. Cette entreprise tend à s'internationaliser.L'évènement : c'est un produit pour soigner l'acre qui montre, pour son efficacité, et son acceptation...

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