Abstract
As the world's largest beauty group, the future development trend of L'Oréal Group will always affect many industries around the world. However, while facing the tremendous pressure of competition in the same industry, the pressure of the new crown epidemic has suddenly come, and the L'Oréal Group is facing an unprecedented crisis. After studying the 2020 strategy released by the L'Oréal Group, in order to study and analyze the future development strategy of the L'Oréal Group, and provide a theoretical basis for the development of the company, the author based on swot analysis and AHP analytic hierarchy process, through qualitative analysis and quantitative analysis, constructed Its AHP hierarchical structure model and weighted histogram, after studying the data, came to the conclusion that L'Oréal Group should adopt the WT strategy in the future, and put forward 6 related suggestions.
Highlights
As the world's largest cosmetics and beauty market, the United States can reach a terrifying retail sale of 90 billion yuan in 2020[3]
The method of solving the weight of the brand competitiveness index adopts the analytic hierarchy process (AHP), and quotes the nine-level scaling method proposed by Professor SATTY to quantitatively evaluate each level index, that is, to compare the importance of the index item by item to the matrix sequence constructed at each level and assign values from 1 to 9 to complete the index parameter matrix of each level of brand competitiveness
SWOT analysis is used to determine the weight of each indicator
Summary
As the world's largest cosmetics and beauty market, the United States can reach a terrifying retail sale of 90 billion yuan in 2020[3]. This number has increased by nearly 45 percent in the past ten years. It is important to analyze how L'Oréal's advertising and marketing are accurate to target customers. In view of the existing bad reviews in the market, how can L'Oréal improve to expand customer preference and build brand loyalty It is one of the first tasks that L'Oréal needs to consider at present
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