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Wordcount: 2815
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L'Oreal Nederland B.V.
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Situation Assessment
L´Oréal, corporate headquartered in Paris, is the largest cosmetics manufacturer in the world. With subsidiaries in over 100 countries, L´Oréal’s 1992 sales were $6.8 Billion, a 12% increase over prior year, while net profits were $417 Million or a 14% increase over prior year. Percent of business unit sales are as follows: Europe (excluding France) 42%, France 24%, United States and Canada 20%, and all other countries 14%.
Since innovation is considered critical to success, L΄Oréal invests heavily in research and development. The company recovers its investment with new product introductions. Due to the short brand life cycles for cosmetics, the company tries to introduce one or two new products each year
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