Abstract
The introduction of the novel coronavirus pandemic as well as the transition to the digital era have altered the sales market model. L’Oréal, the pioneer of beauty industry excellent its development despite the external interference. In this study, a SWOT analysis is employed to analysis the company’s current market situation, by identifying the strengths, weaknesses, opportunities, and threats of L’Oréal. In each dimension of the SWOT model, an in-depth investigation is conducted, and a corresponding suggestion is put forward. The study focuses on how to enhance strengths, avoid weaknesses, create opportunities, and face threats. Through this analysis, the core competencies of L’Oréal are recognized, and a comprehensive overview of the competitive landscape is drawn. Understanding these core competencies and the competitive landscape will be essential for a successful sales market model in the future. This study aims to have a thorough understanding of the beauty market where L’Oréal thrived in and provide market suggestions for those who want to learn about the domain.
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