You are on page 1of 4

Focus on: how to implement global strategies in local markets and how to find a balance between global strategies and their adaptation to local markets and cultures

Title: Locally Adapting Elsève Global Strategy:

may and

that market,

to the German

segments,

in Europe: Products, Brands and Branding; Prices, Distribution Channels,

UK?. Analyze

Applying Case Analysis to the L’Oréal Case. Session 1.

For particularities

consumer

To the UK applicable

market?

the

Make a written resum about (you can consider these as guiding questions):

peculiarities,

market

market? experience

Cultural differences Market chacteristics about the product: price; product differentiation Market segments or consumers characteristics and product use

Spain?

there

Are For or

is the French

For Italy?

preferences

context.

Key issues about L’Oréal and its situation in the case

Spanish

Apply the Short Cycle Process Apply the first step in the Long Cycle Process:

Competitive environment (number and nature)

Germany?

marketing

consumer

take:

to the

country

decision To

for

or the market?

a global

European markets (in the general)

factors,

to do in strategy in

Communication

each

To the italian

cultural

1. read in detail the case

different

applied

the problem

Stategic priorities

Marketing

suggest a what

competition,

marketing

Marketing

market?

Conclusion:

Identify

L’Oréal

Egelhoff, W. G. (1993): “Great Strategy or Great Strategy Implementation- Two Ways of Competing in Global Markets?”. Sloan Management Review, 47 (Winter).

“Customizing Global Marketing”. Harvard Business Review, may/june.

Quelch, J. and Hoff, E. (1986):

the UK? Research and entering new markets: consider what information is necessary before entering a new market and the research methods to apply which might be used to assess the market potential or to get a better knowledge about consumers. Desk, field,

Spain? Fot

advertising

What would you change in Germany? In Italy? In Spain? In the UK?

secundary and primary data, quantitative or qualitative data.

of an For

For Italy?

main features

would be for tha Germany?

campaingn

What