Estrategias de internacionalización de la empresa L’Oreal: Caso Colombia

Abstract

This work identifies the internationalization process of the L'Oreal company, in the case of Colombia, by describing the national cosmetic sector; organizationally characterize the L'Oreal company worldwide, in Latin America and Colombia; to finally identify the internationalization processes of said company in the country. A methodology with a quantitative approach and descriptive scope was used, based on variables such as: organizational structure of the company, current assets, sales evolution, profitability, indebtedness, exports, imports, efficiency, competition and trade balance. The main results show that the growth of the Colombian cosmetic sector has been supported by the companies with the highest participation at the national level, which have identified consumer trends focused on what is healthy, ethical and environmentally sustainable. Likewise, in the Colombian market it was observed that thanks to catalog sales or multi-level marketing, the sector increased significantly. On the other hand, L'Oreal worldwide is one of the leading companies in the cosmetic industry, its main focus being products for skin and hair care. Its internationalization strategy is the acquisition of local brands; in the Colombian case, the Vogue company. This goes hand in hand with the Jordi Canals model, as L'Oreal applies local market knowledge strategies, printing innovation, technology and injection of capital.