School of Management and Economics Essay Example for Free

civilize of Management and Economics EssayDuring this work, we experienced how to manage the relationships within our work group in articulate to be efficient. Trust and collaboration have been the prerequisites for the formation of this team. We considered this bachelor thesis as an ongoing process, where all in all the parts of the paper have been rewritten many times.This work enables us to see marketing from a sunrise(prenominal) perspective, more complex, maybe closer to the reality of companies.We would like to thank the managers from LOral, Edouard Laclavire, Valentin Guillois, the manager fit(p) in Honk Hong, Ivan Coste-Manire, Iku, Aico, Mayumi, Ying, Sun-Young, Ahra and Katrin that dedicated time to answer to our questions. We are grateful to all these persons as they do the writing of this thesis possible. We would like to thank our tutor, Christine Lundberg that helped us finding our way in this process by providing us with good advice.We would like to thank al so Marie Thuriot and Isabelle Petit, from IPAG, Nice, who answered from France to our emails and helped us in our researches orienting us to the decently websites and to the right persons.Finally, we would like to thank our friends and relatives for their support, comprehension and criticism.Vxj, May 25th 2006Emilie, Lauranne and TyttiEXECUTIVE SUMMARY bachelor thesis in Economics at Vxj University, 2006 Authors Lauranne Fina, Tytti Luc and Emilie Venezia Examiner Jerzy Kociatkiewicz Tutor Christine Lundberg Title The Role of heathenish Differences in the Product and Promotion Adaptation Strategy A LOral genus Paris Case StudyIntroduction Nowadays, firms are becoming more and more orbiculate. However, are consumers becoming global too? Therefore, the challenge for the firms consists in determining if they should adapt their carrefours or if they should consider the consumers as being global, and harbor their product standardized.The purpose of this paper is to investigate read ing strategy in South Korea, Japan and mountains Republic of China (PRC) for make-up products and its promotion considering the influence of culture on the consumer behaviour. This is studied referring to the European market. LOral Paris is used as an example to illustrate the correction.Methodology This study is a case study about LOral Paris. To conduct it, we chose to use soft interviews and document analysis. Different kinds of interviews have been done in separate to know more about the club rendering strategy, the culture and the consumer behaviour in Asia. Written sources as external documents from LOral Paris, websites, press articles, scientific articles and literature have been used to complete the primary entropy.Theoretical framework finish is a system of meanings shared by members of a group. It is an important part of marketing because it influences the consumers wants and needs and because it impacts on the interpretations of products communication. This demo nstrates that the culture impacts consumer behaviour. The study of the consumer behaviour conducts companies to adapt their products features, their packaging, their symbolic attributes, their service attributes and their promotion.Empirical selective information The empirical data comes from various sources. We interviewed trey managers from LOral Paris and as well girls from the following nationalities three Japanese girls, one Chinese girl and two Korean girls. We also interviewed a specialist of cosmetics. every these interviews were conducted in order to answer our objectives. The interviews with the Asian girls and with the specialist of cosmetics were conducted in order to collect data on the culture and on the consumer behaviour.The interviews with the managers of LOral Paris were conducted in order to collect data on their adaptation and standardization strategies on the studied markets. Analysis Cultural aspects impact directly or indirectly on the consumer behaviour. Th e culture diversity creates the consumer behaviour diversity as it can be discover in South Korea, Japan and PRC where the culture and the behaviours are very different than in Europe.LOral Paris is trying to know more about these consumer behaviour differences in order to answer the consumers demands and to adapt its products and promotion strategy.Conclusion LOral Paris is adapting some elements of its product range and its promotion. The three countries studied are very different culturally speaking. However, the adaptations on products and promotion make by LOral Paris do not take fully into cypher these cultural and consumer behaviour differences. Moreover, many promotion and products aspects are standardized. Thus, the LOral Paris adaptation strategy in the Asian zone is a mix between standardization and adaptation. In its adaptation strategy, the firm considers some elements of the consumer behaviour therefore of the culture. To conclude, the cultural differences may influe nce the make-up products and promotion adaptation strategy.