L'Oreal Thailand (A) & (B) - The Case Centre

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Supporting video

Reference no. IMD-5-0612-V

Subject category: Marketing

Product 11426 (IMD-5-0612-V) has no authors

Published by: International Institute for Management Development (IMD)

Published in: 2003

Length: 28 minutes

Data source: Field research

Topics: Turnaround; Marketing; General management; Global management; Brand management; Cross-cultural management; Thailand; Asia

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Abstract

This video is to accompany the case. The video features an interview with Chris Martin, Managing Director of L'Oreal Thailand, regarding a marketing turnaround. The interview covers the challenges faced by the managing director when he took his new position in Thailand, the key elements of the turnaround, the implementation of a new marketing strategy, the financial and HR actions taken, the cultural factor as well as some personal lessons and the results achieved.

Location:

Thailand, Asia

Industry:

Cosmetics

Size:

Large

Other setting(s):

2000-2001