LOREAL CASE ANALYSIS Free Essay, Term Paper and Book Report
Executive Summary
The issue facing LOreal is how to build up the Kiehls acquisition into the global presence needed to fill out their luxury product segment. Kiehls is a small luxury cosmetics company that in many cases has thrived on strategies contrary of LOreals normal practices. This challenge requires incorporating two different organizational structures to allow the strengths of LOreal to be transferred to Kiehls. The best way to do this is by using a multi domestic organizational structure that utilizes the research and development, marketing, resources and infrastructure advantages of LOreal while preserving the independence of each store. Allowing each Kiehls to cater to its local customer base as it has done successfully for years out of the original store in East Village should be the focus for expansion. This will require the stores to continue being built with a grass roots approach. The benefit being that each store will have its own identity. This individual identity will preserve the current clientele by maintaining exclusive offerings with......
Word Count: 1699
Page Count: 6.7 (250 words a page / double spaced)
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