International school of business ceste

Institute of management, business and law

“ Permitted to defend the paper”

Head of the Academy of Foreign Educational Programs

______________________Arkadiy Murzaev

“1” June 2014

FINAL PROJECT

BA (HONS) IN BUSINESS ADMINISTRATION
INTERNATIONAL MARKETING MANAGEMENT
Theme: "Features of marketing activities of companies (company L'Oréal) in the internationalization of business"
Graduate:	Rodionova Iliana Eduardovna
	(last name, first name, patronymic)
Supervisor:	Syroezhkina Julia Victorovna
	(last name, first name, patronymic) BA of Business Administartion

2014

ACKNOWLEDGEMENT

I would like to thank the people who contributed to the writing of this project.

First of all, I would like to thank my tutor - Syroezhkina Julia V. - who provided me with the necessary information and give advice and guidance during this study.

I also want to express my gratitude to the Academy of foreign educational programs and its head - Murzaeva Arkady Nikolayevich for a clear and well-organized process of final project preparation.

DECLARATION

“I swear on my oath that this work has been the result of research and personal effort; the references and quotes from other sources are indicated in the text and in bibliography. Therefore, there is no plagiarism.

This work has not been submitted for any other similar award, nor will it be submitted in order to obtain other awards.

This dissertation has been carried out following CESTE’s regulations as regards procedures and word limit.”

Rodionova Iliana

Approval: Syroezhkina J.V.

EXECUTIVE SUMMARY

Marketing is a very important direction of the company. Marketing contributes to the goals of the company.

At the present stage of economic development, more and more attention is paid to improving the company's competitiveness. Many enterprises in the process of their gradual development and becoming continuously develop the ability to compete. Entities must comply with the requirements of the market in order to survive. They must meet the needs of customers at a high level and at a better price for them.

Every company wants to attract the attention of consumers to make them their clients. Nowadays, in highly competitive markets it is very important for a company to have competitive products to keep their positions and develop successfully. As the market is continuously evolving, new companies emerge and become competitors. In such circumstances, it is very important for the company to keep its own way to keep their loyal customers and attract new ones.

So, taking into account all of the above mentioned, the relevance of the topic of my thesis is that the marketing strategy of the company has a very strong impact on its competitiveness. The right marketing strategy can make the company's operations more efficient, thus, the company will get more profit with less cost.

The goal of the thesis is to develop a marketing strategy to ensure better competitiveness.

The objectives of the thesis are:

1) to consider the theoretical foundations of marketing;

2) to consider the recommendations of scientists how to develop a marketing strategy;

3) to consider the various marketing strategies that exist in the world;

4) to do the analysis of the company;

5) to do the analysis of marketing activities;

6) to develop recommendations to improve the company's marketing strategy.

In the first chapter of the thesis the theoretical aspects of marketing and marketing strategy formation are examined.

Chapter 2 will contain a description of the analysis of the company’s current overall performance analysis and marketing activities.

In Chapter 3, I will give some recommendations to improve the company's marketing strategy, marketing strategy development, providing better competitiveness of the company discussed in Chapter 2.

In addition, there are many definitions of what is a marketing strategy. In my thesis I use the following definition: “Marketing strategy is an element of the company's strategy to develop, manufacture and bring to buyers goods and services most appropriate to their needs”.

A marketing strategy should be implemented through marketing activities, which should provide:

 reliable, accurate and timely information about the market structure and dynamics of demand, tastes and preferences of consumers, etc., that is, information about the environment of the company.

 creation of such a product (set of goods), which are more fully than competitors' products meet the requirements of the market;

 the necessary impact on consumer demand in the market, providing the best implementation of market surveillance.

A marketing strategy should be implemented through marketing activities, which should ensure reliability, accuracy and timely information about the market structure and dynamics of demand, tastes and preferences of consumers, etc., that is, information about the environment of the company.

The information contained in the theoretical part of the thesis is received from various sources. The main ones are:

1. Afanasyev MP Marketing: Strategy and practice of the firm. - M., Finstatinform, 2012.-386s.

2. Aleksunin, VA marketing industries and occupations [Text]: a textbook. - 3rd revised edition. and add. - Moscow: Publishing and Trading Corporation "Darya and Co.", 2009. - 716s.

3. Armstrong, G., Wong, V., F. Kotler, Saunders D. Principles of Marketing, [Text]: 4th European edition. Russ. from English. - Moscow: OOO "ID Williams ", 2011. - 1200.

4. Berman B. Evans Retailing: A Strategic Approach [Text]: 8th Edition / Per. with angl.-M.: PH Williams, 2010.-1184 s.

5. Bagiev GL Foundations of modern marketinga.-SPB, 2009.-p.3-10.

6. Berner, J., S. Moriarty Marketing communications: an integrated approach. - St. Petersburg.: Peter, 2012.

7. Borisova SG About the effectiveness of the concept of integrated marketing communications for educational services / / "Creative Economy." - № 3 (27). - 2012

8. Bolt GD How management sbytom.-M., 2010.-486s.

9. Brevnov AA Marketing a small business. - M., 2011.-342s.

10. Butenko, IA Questionnaire as a sociologist communication with respondents: Proc. allowance for un-comrade-M.: Executive. wk., 2012.-176c.

11. Galaeva AM Marketing: Theory and Practice on Consumer rynke.-M.: RosZITLP, 2010.-145c.

12. Golubkov EP Marketing - The fundamental idea lies behind, plans struktury.-M. "Publisher Delo", 2012.-189c.

13. Duplenko NG Marketing of territories as a tool of regional business / / Sociology Economics and Law. - 2011. - № 12. - Pp. 29-33.

14. Zunde VV The concept of forming a system of integrated marketing communications. - M: Unity, 2010

15. F. Kotler Principles of Marketing. - Moscow, 2008. - S.577.

16. F. Kotler Marketing Management. Express Course: 2nd ed. - St. Petersburg.: Peter, 2011. - 464.

17. VM Kiselev Organization of distribution channels. [Text]: Textbook of discipline "Sales Management."-Kemerovo: KemI (branch) MGUK, 2012.-48c.

18. VM Kiselev, Ivy L. Relationship marketing [Text] / VM Kiselev, L. Ivy - Kemerovo Kemerovo Institute (branch) HPE "RGTEU", 2009. - 160.

19. VM Kiselev, Ivy L.V.Marketing trade channels. [Text]: Tutorial / VM Kiselev, LP Ivy - Kemerovo Kemerovo Institute (branch) HPE "RGTEU", 2010. - 80.

20. Kuzmenkov I. Era Integrated Marketing Communications / / "News of humanitarian technologies." 2009. URL: http://gtmarket.ru/laboratory/expertize/2006/106 (date of access: 15.02.2011).

21. Lancaster, D., D. Jobber Sales and sales management. - Mn.: Amalfeya, 2010.-384s.

22. Melnychuk ZV form a positive image information as a condition of the effectiveness of integrated marketing communications [Text] / ZV Melnychuk, AI Yashin / / Young scientist. - 2011. - № 5. V.1. - S. 212-215.

23. Marketing (lecture notes). - M.: "Publisher PRIOR", 2011.-208c.

24. Marketing. Textbook / Ed. A.N.Romanova.-M.: Banks and exchange, UNITY, 2006.-560c.

25. Marketing / Ed. E.A.Utkina. - M.: Association of Authors and Publishers "TANDEM", 2011. - 320C.

26. Morgan RL The Art of Selling: How to become professionalom.-M., 2010.-P.34-88.

For the practical part of the thesis I chose L'Oréal.

L'oreal company was established by Frenchman Eugène Schueller. In 1907 he patented two formulas for hair colors: Noir et Or (black and gold) and L'Auréale. Hence was born the name of the company, which combines images inspired by French words l'or (gold) and l'aureole (halo). In 1909, in his small one-bedroom apartment in Paris Eugène Schueller founded the "French company safe hair dyes» ("La Société Française des Teintures Inoffensives"), which later, in 1939, became known as L'Oreal.

After the World War I opens a new era. Throughout the world, women work, earn money, start to care about their appearance and strive to ensure that gray hair did not give their ages. Paints "Oreal" acquire success, both in France and abroad. In Italy the product appears in 1910, in Austria - in 1911, in Holland - in 1913, followed by the United States, Canada, England, Brazil and Russia. Eugène Schueller, developed the first formula for bleaching hair and realized that owns a real treasure. Hollywood stars, headed by Jane Khorloo, the main protagonist of the film "Platinum Blonde", open fashion on blond. In hairdressing salons bleach powder L'Oreal Blanc (White L'Oreal) creates a furor among fashion followers.

In 1935, once traveling on his boat "Edelweiss", Eugène Schueller on his own experience felt the negative impact of sunburn: suntan oil represented by the market, not protected from dangerous solar radiation. It was after this first release Eugène Schueller protective oil from Ambre Solaire sun filter. With the opening of the era of leisure Ambre Solaire became its first attribute, and the fragrance of roses and jasmine in 1937 becomes synonymous with flavor vacation.

Coco Chanel introduces fashion for short hair that fall through waves permed. But this required the use of stacking rack dryers and electric curlers that simultaneously cluttered hairdresser's salon and was inconvenient for clients. Running in 1945 Oreol, cold perm, combining active oxidant and lock, L'Oreal makes a revolutionary contribution to the foundations of hairdressing salons and provides women with the result as a natural curly hair. Marilyn Monroe and Brigitte Bardot are the new stars of the screen, all women want to be like them. In search of a more subtle and natural shades L'Oreal creates in 1955 the first coloring shampoo Colorelle.

At the dawn of the 21st century, L'Oreal remains true to its roots, focusing on innovation, excellence and knowledge transfer. To maintain its leading position in the market where there are always new products, you must maintain a continuous rhythm exploration and development of innovations. For L'Oreal beauty is primarily a scientific adventure, with all its hopes, great achievements and undeniable successes.

Today, in the XXI century, the company attaches great importance to improving its product range and developing new products, constantly searching and striving for new achievements.

Contents

Acknowledgements

Declaration

Executive summary

Contents

Introduction

1 Theoretical aspects of marketing and peculiarities of marketing activity of the company

1.1 Concept of marketing and its functions

1.2 Features of the international activities of firms in modern conditions

1.3 The impact of internationalization and globalization of business on marketing activities of companies

2 Analysis of the marketing activities of the company L'Oréal

2.1 Organizational and economic characteristics of L'Oréal

2.2 Analysis of the marketing activity of the company L'Oréal

3 Directions for perfection of marketing activity of L'Oréal in Russia............................................................................ 49

3.1 The objectives of the company L'Oreal on the Russian market.

3.2 Methods of products promotion in L'Oreal.

3.3 Suggestions for improving of marketing communications complex in L'Oreal

Conclusion

References…………………………………..

Appendices…………………………………………

Introduction

Relevance of the topic. Business environment is unstable and aggressive. Device business to this environment is due to management activities in various fields such as manufacturing, finance, personnel, marketing. In this activity plays a significant role in the management of the marketing approach that focuses on the management of production in terms of meeting the needs of the market.

The versatility of market activity in the understanding of each case and each company has created a lot of different approaches to the sustainable management of the business in a volatile market environment. Based on personal experience, business leaders, each in his own way, adapting the activities of the enterprise and its management system to market conditions. However, to date, most businesses do not determine the strategy of their behavior in the market, their activity is only active at the operational level.

Lack of strategic concepts leads to the dissipation of forces and assets to the total lack of control material and financial resources.

It should be noted that the device company to market conditions not only increases the efficiency of its operations, but also contributes to a greater degree of development of the market in our country, and in general, the external environment of the enterprise.

Position of the company in the current market conditions associated with the many uncertainties of the environment, with a deficit of information about it. This requires the development of information management systems marketing activities, monitoring of the environment.

Domestic enterprises, in most cases, lack of integrity management systems market activity, and implemented marketing fragmentary, mainly through research and marketing activities, there is no methodology for assessing the effectiveness of marketing activities. Of reduced efficiency of the enterprise and the whole market.

At present, enterprises to promote products actively use marketing technology in the internationalization of business.

Purpose - to investigate the features of the company's marketing activities in the internationalization of business.

To achieve the goal you must achieve the following objectives:

- Study the theoretical marketing and especially marketing companies;

- Identify features of the international activities of firms in modern conditions;

- Consider the impact of internationalization and globalization of business marketing activities of companies;

- Explore the internationalization of business and marketing activities of the company L'Oréal;

- An analysis of the marketing activities of the company L'Oréal;

- Develop ways of improving the company's internationalization and marketing activities L'Oréal.

The object of the study is the company L'Oréal.

The subject of research is Marketing Technology in the internationalization of business in the company L'Oréal.

The information base for the study were materials about the results of the company, of statistics, survey-analytics consulting groups, research materials own website, as well as Internet resources and foreign authors.

When working out the methods were used: experimental, statistical, and economic-mathematical, computational and analytical methods and techniques of structural and dynamic analysis.