Тhe benefits of wholly owned subsidiary in comparison with alternative foreign market entry strategies: the case of L’Oreal on Russian and US markets

• Номер работы:
  601643
• Раздел:
  Все работы   →   Магистерские работы   →   Управление персоналом (Менеджмент)
• Год добавления:
  10.05.2020 г.
• Объем работы:
  110 стр.
• Содержание:
  Introduction 4
  Chapter 1. Foreign Market Entry Strategies as the Way to Gain Competitive Advantage for a Company 8
  1.1 Existing Strategies of Entry the Foreign Market 8
  1.1.1 Concepts and Definitions 8
  1.1.2 Theories of Internalization for Explanation of Entry Modes 11
  1.1.3 Choosing Market Entry Modes 15
  1.2. Wholly Owned Subsidiary as the Strategy and its Benefits 23
  1.2.1 Factors that Influence Entry Mode Decision 23
  1.2.2 Wholly owned subsidiary as the choice of factor influence 30
  1.2.2.1 The concept of wholly owned subsidiary 30
  1.2.2.2 Wholly Owned Subsidiary in Comparison with other Strategies 33
  Summary 42
  Chapter 2. The Benefits of Wholly Owned Subsidiary for L’Oreal 43
  2.1 Methodology 43
  2.1.1 L’Oreal as the Company for the Case-Study 43
  2.1.2 Research Design and Methods 50
  2.1.3 Data Collection 52
  2.1.4 Data Analysis 53
  2.2 The Benefits of Using Market Entry Strategies for L’Oreal 54
  2.2.1 L’Oreal on the World Beauty Market 54
  2.2.2 L’Oreal in the USA 63
  2.2.2.1 The Beauty Market of USA 65
  2.2.2.2 PEST-Analysis 67
  2.2.2.3 SWOT-analysis 72
  2.2.3 L’Oreal in Russia 73
  2.2.3.1 Russian Beauty Market 75
  2.2.3.2 PEST-Analysis 78
  2.2.3.3 SWOT-analysis 87
  Summary 88
  Chapter 3. Advantages of the Wholly Owned Subsidiary as an Entry Strategy and the Ways of Overcoming Its Disadvantages 89
  Summary 93
  Conclusion 94
  References 96
  Appendix 111
  
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  Introduction
  Statement of the Problem
  The right choice of strategic guidelines provides long-term effective operation of any enterprise, its economic growth and development. It allows the best way to realize the potential of all the available resources and create competitive advantage to win in a highly changing environment (Estrin et al 2016). The strategy allows keeping pace with the external changes (Anwar et al 2016). It means that the role of strategic management for a company is crucial.
  For comparison in the past the firms focused on the daily work on domestic issues to improve resource efficiency. At present the situation became more complex. Along with resource efficiency problem decision a company should adapt rapidly to the changing business environment based on proper control (Gral 2013). These changes are predetermined by such factors as internationalization of …
  
  Purpose and Hypothesis of the Study
  All companies in a highly competitive, rapidly changing situation should not only focus on the internal state of affairs, but also to develop a strategy of long-term survival to keep pace with the changes in the environment. Business practice has shown that there is a strategy common to all companies, as there is no single universal stewardship (Pongeli et al 2016). Each company is unique and each entry mode strategy is unique. It is defined by the company"s position in the market, the …
  Objectives of the Study
  This study is devoted to the detailed consideration of the strategies of L’Oreal. As a result, the object of the study is market entry strategies the subject is the benefits of wholly owned entity in comparison with other foreign market entry strategies.