The Macro-Environment Assessment Of L Oréal UK And India
L’Oréal Paris, the No. 1 cosmetics brand in the world, has seen a highly interesting upward curve in revenue and sales in recent years. 2013 saw them leapfrog past long-time rivals Neutrogena and Olay to become the most valuable cosmetic brand in the world (1). The time period in question also coincides with a steep fall in Olay’s brand value, but the key aspect in talking about L’Oréal is its ability to consistently consolidate and expand market share in an incredibly unstable industry where companies often got mixed results for their efforts. This paper aims to assess L’Oréal UK & Ireland, a subsidiary of L’Oréal Paris which handles sales in the UK market. L’Oréal UK is the company’s 5th largest subsidiary and is the UK market leader with 14% market share (2). The subsidiary has posted growth in revenue and profits in every quarter, (speculation, since L’Oréal refuses to break down sales data by country in its financial releases, opting to release data for ‘Western Europe’). The method used for the Macro-Environment Assessment will be the standard PESTEL analysis. Micro-Environment Assessment would largely proceed based on factors outlined in Porter’s Five Forces analysis method.
2. Macro-Environment Assessment
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