Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand Description
"Parfums Cacharel, a division of L'OrA?al, used to have a dominating position on the European market with both the number one and number two best-selling fragrances: AnaA?s AnaA?s and Loulou. At the time of the case however, sales were declining at a rate of 15 % per year and Cacharel was a fragance brand in need of a major revitalization. The task assigned to Dimitri Katsachnias, the new general manager of Cacharel, is to turn around the business. But before doing that, he needs to understand the brand. 1. Brand identity decoding a?? What is Cacharel's brand identity? What are its conceptual and tangible components? Can it be summarized in less than five words? a?? Does the Cacharel umbrella brand itself have an identity beyond that of its sub-brands? Which sub-brands are mostly responsible for creating Cacharel's identity? 2. Brand revitalization a?? What is the root source of Cacharel's maturity crisis and how can understanding the brand's identity help? a?? Should Kataschnias bring the Cacharel brand closer to where the market is now? Should he focus on meeting the desires of today's consumers or in remaining faithful to the brand's original identity Students can watch the television commercials mentioned in the case on the dedicated case website: http://cases.insead.edu/cacharel/home. On this website, instructors can also access video interviews with the managers mentioned in the case, more recent television commercials, and PowerPoint presentations to be used in the classroom or as handouts using the login and password mentioned in the teaching note."
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Case Analysis of Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand
Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand is a Harvard Business (HBR) Case Study on Sales & Marketing , Texas Business School provides HBR case study assignment help for just $9. Texas Business School(TBS) case study solution is based on HBR Case Study Method framework, TBS expertise & global insights. Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand is designed and drafted in a manner to allow the HBR case study reader to analyze a real-world problem by putting reader into the position of the decision maker. Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand case study will help professionals, MBA, EMBA, and leaders to develop a broad and clear understanding of casecategory challenges. Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand will also provide insight into areas such as – wordlist , strategy, leadership, sales and marketing, and negotiations.
Case Study Solutions Background Work
Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand
case study solution
is focused on solving the strategic and operational challenges the protagonist of the case is facing. The challenges involve – evaluation of strategic options, key role of Sales & Marketing, leadership qualities of the protagonist, and dynamics of the external environment. The challenge in front of the protagonist, of Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand, is to not only build a competitive position of the organization but also to sustain it over a period of time.
Strategic Management Tools Used in Case Study Solution
The Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand case study solution requires the MBA, EMBA, executive, professional to have a deep understanding of various strategic management tools such as SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.
Texas Business School Approach to Sales & Marketing Solutions
In the Texas Business School, Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand case study solution – following strategic tools are used - SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.
We have additionally used the concept of supply chain management and leadership framework to build a comprehensive case study solution for the case – Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand
Step 1 – Problem Identification of Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand - Harvard Business School Case Study
The first step to solve HBR Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand case study solution is to identify the problem present in the case. The problem statement of the case is provided in the beginning of the case where the protagonist is contemplating various options in the face of numerous challenges that Cacharel Identity is facing right now. Even though the problem statement is essentially – “Sales & Marketing” challenge but it has impacted by others factors such as communication in the organization, uncertainty in the external environment, leadership in Cacharel Identity, style of leadership and organization structure, marketing and sales, organizational behavior, strategy, internal politics, stakeholders priorities and more.
Step 2 – External Environment Analysis
Texas Business School approach of case study analysis – Conclusion, Reasons, Evidences - provides a framework to analyze every HBR case study. It requires conducting robust external environmental analysis to decipher evidences for the reasons presented in the Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand.
The external environment analysis of Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand will ensure that we are keeping a tab on the macro-environment factors that are directly and indirectly impacting the business of the firm.
What is PESTEL Analysis? Briefly Explained
PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand case study. PESTEL analysis of " Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.
How to do PESTEL / PEST / STEP Analysis? What are the components of PESTEL Analysis?
As mentioned above PESTEL Analysis has six elements – political, economic, social, technological, environmental, and legal. All the six elements are explained in context with Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand macro-environment and how it impacts the businesses of the firm.
How to do PESTEL Analysis for Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand
To do comprehensive PESTEL analysis of case study – Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand , we have researched numerous components under the six factors of PESTEL analysis.
Political Factors that Impact Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand
Political factors impact seven key decision making areas – economic environment, socio-cultural environment, rate of innovation & investment in research & development, environmental laws, legal requirements, and acceptance of new technologies.
Policy Making Impact on Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand
Government policies have significant impact on the business environment of any country. The firm in “ Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand ” needs to navigate these policy decisions to create either an edge for itself or reduce the negative impact of the policy as far as possible.
Data safety laws – The countries in which Cacharel Identity is operating, firms are required to store customer data within the premises of the country. Cacharel Identity needs to restructure its IT policies to accommodate these changes. In the EU countries, firms are required to make special provision for privacy issues and other laws.
Competition Regulations – Numerous countries have strong competition laws both regarding the monopoly conditions and day to day fair business practices. Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand has numerous instances where the competition regulations aspects can be scrutinized.
Import restrictions on products – Before entering the new market, Cacharel Identity in case study Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand" should look into the import restrictions that may be present in the prospective market.
Export restrictions on products – Apart from direct product export restrictions in field of technology and agriculture, a number of countries also have capital controls. Cacharel Identity in case study “ Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand ” should look into these export restrictions policies.
Foreign Direct Investment Policies – Government policies favors local companies over international policies, Cacharel Identity in case study “ Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand ” should understand in minute details regarding the Foreign Direct Investment policies of the prospective market.
Taxation & Regulation Impact on Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand
Corporate Taxes – The rate of taxes is often used by governments to lure foreign direct investments or increase domestic investment in a certain sector. Corporate taxation can be divided into two categories – taxes on profits and taxes on operations. Taxes on profits number is important for companies that already have a sustainable business model, while taxes on operations is far more significant for companies that are looking to set up new plants or operations.
Tariffs – Chekout how much tariffs the firm needs to pay in the “ Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand ” case study. The level of tariffs will determine the viability of the business model that the firm is contemplating. If the tariffs are high then it will be extremely difficult to compete with the local competitors. But if the tariffs are between 5-10% then Cacharel Identity can compete against other competitors.
Government Scheme & Subsidies Impact on Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand
Research and Development Subsidies and Policies – Governments often provide tax breaks and other incentives for companies to innovate in various sectors of priority. Managers at Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand case study have to assess whether their business can benefit from such government assistance and subsidies.
Consumer protection – Different countries have different consumer protection laws. Managers need to clarify not only the consumer protection laws in advance but also legal implications if the firm fails to meet any of them.
Political System & Stability, and its Impact on Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand
Political System and Its Implications – Different political systems have different approach to free market and entrepreneurship. Managers need to assess these factors even before entering the market.
Freedom of Press is critical for fair trade and transparency. Countries where freedom of press is not prevalent there are high chances of both political and commercial corruption.
Corruption level – Cacharel Identity needs to assess the level of corruptions both at the official level and at the market level, even before entering a new market. To tackle the menace of corruption – a firm should have a clear SOP that provides managers at each level what to do when they encounter instances of either systematic corruption or bureaucrats looking to take bribes from the firm.
Independence of judiciary – It is critical for fair business practices. If a country doesn’t have independent judiciary then there is no point entry into such a country for business.
Government attitude towards trade unions – Different political systems and government have different attitude towards trade unions and collective bargaining. The firm needs to assess – its comfort dealing with the unions and regulations regarding unions in a given market or industry. If both are on the same page then it makes sense to enter, otherwise it doesn’t.
Economic Factors that Impact Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand
Social Factors that Impact Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand
Technological Factors that Impact Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand
Environmental Factors that Impact Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand
Legal Factors that Impact Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand
Step 3 – Industry Specific Analysis
What is Porter Five Forces Analysis
PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand case study. PESTEL analysis of " Parfums Cacharel de L'OrA?al 1997-2007: Decoding and Revitalizing a Classic Brand" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.
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