英语报告范文
-
REPORT ON L'ORÉAL GROUP
1.
Introduction
This report focuses on a successful
international company in China -
theL'Oré
al
Group. The topics
covered include
“The basic
information”, “
Should the company use
e-
commerce
as
the
main
distribution
channel?”
and
“Suggestions
under
the
current
macroeconomic situation in
China”.
2.
The basic information
Primarily,
the
form
of
L'Oré
al
Group
is
corporation.
It
operates
in
many
countries in the world
and has many successful subsidiaries. Two of the
best known
are
Lancô
me and The Body Shop.
As a
corporation
the company has
some
distinct
features. Firstly
L'Oré
al Group is a separate legal
entity and secondly, the owners of
L'Oré
al Group are
shareholders. Currently the major shareholders
arethe Bettencourt
family,
Nestlé
,
international
institutional
investors,French
institutional
investors,
individual
shareholders,
treasury
stock
and
er
with
other
shareholders, they own
theL'Oré
al Group but have only limited
liabilities.
1)
Undesirabledisadvantages
As
a
corporation
is
that
it
pays
income
taxes
twice.
Firstly,
the
company
is
required to pay income tax
forthecompany earnings. When it distributes
dividends to
its
shareholders,
the
shareholders
need
to
pay
individual
income
taxes
for
the
dividends.
As a transnational corporation, the
board of directors and officers comprise the
management of L'Oré
al top
manager of L'Oré
al is Jean-Paul Agon,
who is
the chairman and chief executive
officer of the corporation.
In
terms
of
what
products
or
services
provided,
L'Oré
al
is
the
world
largestcosmetics
company
concentrating
on
hair
color,
skin
care,
sun
protection,
make-up,
perfume
and
hair
care
as
well
as
toxicology, tissue
engineering,
and
biopharmaceutical research
fields.
Besides,
the
products
it
provides
can
be
categorized as mass, professional,
luxury and active cosmetics markets. Respectively,
the
mass
cosmetics
brands
are
L'Oré
al
Paris,
MaybellineNY
and
Garnier.
The
professional
are
L'Oré
alProfessional,Kerastase
and
Matrix.
The
luxury
brands
are
Lancô
me, YSL, Giorgio
Armani,
Kiel’s
, The Body
Shop, and Shu active
cosmetics
brands
arecosmeceuticals,
such as
Vichy,La Roche-
posay, Skin
Ceuticals,
and
INNEOV
.
2)
Four major
distribution channels
Retailing, franchising and e-commerce.
These distribution channels have theirmerits
and
shortcomings.
First,
retailing
has
small
transaction
size
but
high
transaction
frequency.
Additionally,
retail
sale
is
largely
influenced
by
consumer
buying
behaviors.
Second,
franchising
has
its
own
merits.
The
franchise
owners
can
use
franchising
to
make
large-scale
sale
and
achieve
low-cost
expansion,
but
franchise
can
only focus on one area, and can't be a strategic
victory in every market. The third
is
e-commerce.
The
upside
is
that
using
e-commerce
as
a
distribution
channel
is
convenient, time saving and costs
reducing. But on the other hand, for customers to
buy products
online,
especially
cosmetics,
takes
risk
because they cannot
check the
quality of the products as
they do in a physical store.
3)
L'Oréal should
use e-commerce
As every distribution
channel has its merits and demerits, it needs to
be finding
out
if
L'Oré
al
should
use
e-commerce
as
the
main
distribution
onic
commerce makes it possible to sell
commodities in a cheap, efficient, easy and global
way. In accordance with the operation
and saling situation of L'Oré
al,
e-commerce is
an
optimal
distribution
channel.
For
one
thing,
L'Oré
al
sellsmass
cosmetics
brands
products,
the
target
customers
of
mass
cosmetics
products
are
ordinary
or
middle