Abstract
L'Oreal is a French-based company specialized in the development, manufacture and marketing of cosmetics and dermatological products.
Created in 1907 by Eugene Schueller, the brand has considerably developed itself in a highly competitive market with constant change. L'Oreal has succeeded in establishing itself as a leader on its market.
But the question that we need to ask ourselves is whether L'Oreal can continue as the market leader forever. And what are the different decisions and actions that can be undertaken by the company to maintain its top spot?
In this case, strategic management has an important place as it is " that set of managerial decisions and actions that determines the long-run performance of a corporation " .
To understand how L'Oreal could manage to stay as the leader in its market, we will develop different levels of analysis that will enable us to propose several recommendations to maintain the positioning of the company.
