Presentation on the Luxury Travel Retail market
•
For this assignment you will submit a poster presentation on L’Oréal.
• To begin, Natalie Rix introduces you to some of the key trends and external factors that affect L’Oréal’s Travel Retail business.
Your task
• You will submit a presentation on L’Oréal.
• To prepare your presentation you should conduct an external analysis of the Luxury Travel Retail market identifying the key trends, growth opportunities and threats. As part of your analysis you need to demonstrate an in-depth understanding of the target consumer and their purchasing journey.
PART A: INTRODUCTION
PART B: YOU SHOULD CONSIDER THE FOLLOWING:
B.1. the key macro-environmental factors relevant to L’Oréal;
B.2.the key micro-environmental factors relevant to L’Oréal;
B.3. retail buyer behaviour;
B.3. online buyer behavior.
PART C: APPLYING THE MARKETING PLANNING PROCESS:
Adopt the marketing planning process to structure your analysis:
C.1. Define the market
o Study what’s out there for travellers in terms of beauty products, services and retail experience in Travel Retail. What is the current market situation? What are the current trends and the vision for the future? Imagine what the aero-malls and airports in the future (in 10 years) will look like. What are the growth opportunities and threats?
C.2. Identify the competition
o Who are the main competitors?
o Define their positioning and targets.
C.3. Understand the consumer and identify consumers’ trends
o Who are the consumers who buy beauty products in airports? What are their habits (frequency, preferences, rituals)? What are their expectations? Define the main trends for this type of consumer. How to recruit them, how to loyalise them?
PART D: CONCLUSION
Guidelines
• You should use the NTU Library Harvard Referencing System (attached).
Sample Solution
