International Business Strategy

INTERNATIONAL BUSINESS STRATEGY 72-hours Individual Case Exam 21.4.2008 24.4.2008 Philip Jacek Lange CPR enumerate: 100286-1719 Answer to Question 1: LOreal, established in 1909, is today the world leader among beauty companies. It employs over 60,000 spate (Company Overview, Facts & Figures, 2008) and had consolidated sales of 17063 Million EUR in 2007 (Latest Press expose Corporate, 2008). LOreal sees its mission to further the cause of beauty, and owns branches in Cosmetics, The body Shop and Dermatology. However, the cosmetics branch is by far the mammothgest contributor of sales. Moreover, LOreal which is headquartered in Paris, can praise itself of having a portfolio of 19 global brands. These include such well-known brands like Lancome, Ralph Lauren, Giorgio Armani, Vichy, and many to a greater extent (Our Brands, 2008). Over the years, LOreal has grown dramatically. In 2001 it sold its products in over 150 countries and had 283 subsidiaries and 46 plants scattered across the dry land (Winners of LOreals first annual…, 2001). Since multinationality is defined as the extent to which business activities span across national boundaries (Tseng et al, 2007), feeling at these numbers then, one might be tempted to presuppose that LOreal is truly a multinational company.

Despite these magnificent international achievements, these numbers do not offer a very clear picture of the extent of LOreals multinationality. Therefore, I will go on and try to work the level of LOreals multinationality according to the percentage of immaterial sales made outside LOreals home-country France. chase this approach brings along several problems. First of all, I pretend not managed to find any data showing how big the sales are in France, and therefore I read decided to quantitatively assess it in order to bet the foreign sales ratio. Second, despite LOreals activities hug branches like Cosmetics, The Body Shop and Dermatology, the latter two only... If you unavoidableness to get a full essay, order it on our website: Ordercustompaper.com

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