Стратегическое позиционирование участников глобальной косметической отрасли по степени интернационализации бизнс -систем .

Содержание

CONTENT 2

INTRODUCTION 3

1. ANALYSIS OF THE COMPANIES PRESENCE IN FOREIGN MARKETS 7

1.1. Analysis of the L'Oréal’s presence in the foreign market 7

1.2. Analysis of the Unilever’s presence in the foreign market 10

1.3. Analysis of the P&G’s presence in the foreign market 13

2. COMPANIES COMPARISON BY THE DEGREE OF BUSINESS PROCESSES INTERNATIONALIZATION 15

CONCLUSION 19

REFERENCES 20

Выдержка из текста

Characteristics of the global cosmetics market in 2014

In the new economic context global product sales in segment of cosmetics and cosmetology, as well as personal care products, increased by 5%.in 2014

In general, the industry is experiencing a stoic macroeconomic adversity and political upheavals, and in 2014 total sales are 465 billion.

Figure 1. The growth rate of the global cosmetics market

Source: Statista

According to Statista, the growth rate of the global market in 2014 amounted 3.6%, which is by 0.2% less than the figures of 2013. A huge influence on the development of the market in recent years has had a global recession, stressing the important role of the mass-market segment, and the various "national" beauty recipes, as well as cosmetic devices for home use on their own.

As the data research company Statista, the aggregate value of the top 15 brands of cosmetics companies in 2014 amounted to 72.72 billion.

Figure 2. The cost of cosmetic brands, mln. USD.

Source: Statista

The leader is the French L'Oreal, followed by Avon, Pantene, Nivea and Dove.

One of the main trends today is the need for many of the leading companies in the market to win a place on the shelves of retail chains not only in the fight against traditional rivals, the other giants of the market, but also with discounters offering similar products in the segments of no-name or a previously unknown, but the growing power of brands.

Market leaders, according Statista, are L'Oréal, Unilever, P & G, Estée Lauder, Avon, Johnson & Johnson

The share of these companies in the revenue of the global cosmetics market is shown in Figure 3.

Figure 3. Percentage of the leading companies in the global cosmetics market

In this paper, we consider the biggest leaders of the global cosmetics market: L'Oréal, Unilever, P & G.

Internationalization

In the last 10 years, companies have been faced with many new problems, associated with significant changes in the political and economic situation in the countries, the emergence of strong competition (in many industries primarily by foreign companies), changes in consumer behavior, etc. If at the beginning of most of the firms took steps of protective nature, allowing them to survive in recent years, priorities have changed, to the fore the company's growth objectives, including access to international markets. In this regard, the issues related to the internationalization of business, and a major factor in the success of the company is to choose the most effective international strategy [1,2].

The process of internationalization of the company can be viewed from the perspective of the evolution of global marketing strategy, which in turn includes four main phases or stages: preparation; the initial stage of access to international markets; expansion to local markets; global rationalization.

Список использованной литературы

1. E. Panteleevа Managing the process of internationalization of the company. -M .: Ekonomist, 2015, 116 p.

2. Kotter, J.P. and Heskett, J.L..1992, Corporate Culture and Performance. Free Press: New York, NY.

3. Porter, M. E. 1986. “Competition in global industries: a conceptual framework”, in Porter, M. E. (Ed.). Competition in Global Industries. Free Press, New York, NY: 15-60.

4. http://www.pg.com/ru_RU/

5. http://www.pg.com/en_US/worldwide_sites.shtml

6. http://www.loreal-finance.com/eng

7. http://www.loreal-finance.com/_docs/fichiers_contenu/0000000836/LOREAL_Results_2014_ENG_120215.pdf

8. http://www.loreal-finance.com/eng/annual-report-2014/key-figures

9. https://www.unilever.com/Images/charts_2005-2015_ar14_tcm244-416973_en.pdf

10. https://www.unilever.com/Images/ir_unilever_ar14_tcm244-421557_en.pdf

http://www.statista.com/

Похожие записи