英语报告范文.docx

REPORT ON L'ORé AL GROUP
1. Introduction
This report focuses on a successful international compy, the mass cosmetics brands are L'Or éal Paris, Maybelline NY and Garnier. The professional are L'Or éal Professional, Kerastase and Matrix. The luxury brands are Lanc?me, YSL, Giorgio Armani, Kiel ’s,The Body Shop, and Shu Uemura. The active cosmetics brands are cosmeceuticals, such as Vichy, La Roche-posay, Skin Ceuticals, and INNEOV.
Four major distribution channels
Retailing, franchising and e-commerce. These distribution channels have their merits 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'Or é al should use e-commerce
As every distribution channel has its merit