You have been asked by L’Oréal to undertake a six-sided strategic marketing audit to analyze both internal and external factors: Global Marketing Decisions Assignment, CIM, Ireland

Scenario

You have been asked by L’Oreal to undertake a six-sided strategic marketing audit to analyze both internal and external factors impacting the future of L’Oreal, including strategic uncertainty in the external market so that the organization can understand its strategic options for growth and profitability.

Consideration should be given to L’Oreal’s current strategies, its strengths and weaknesses, its core competencies, value proposition, competitive advantage, value creation, and its readiness to compete further in global markets.

You should also consider L’Oreal’s current strategic intent and direction, taking into account its organizational culture, vision and mission, and stakeholder expectations, including its contribution towards enhancing organization value.

In addition, you should consider a resource-based view and in particular how the organization can use its resources and capabilities to enhance performance, understand customer expectations and needs, manage innovation and develop new products, create distinct competitive advantage and ultimately deliver its vision and mission, while keeping in mind the challenges and opportunities arising from emerging market trends, changes in technology and customer behavior preferences.

As part of your six-sided audit, you should also review the organization’s financial position, its strategic risks, organizational constraints and risks, and mitigating strategies to overcome these risks.

Task

• Your chosen organization could be the one you work for, one for which you are acting as a consultant or another organization of your choice.
• It is important to choose an organization that you are familiar with, where there is sufficient scope for the detail required within your responses.
• It would be helpful to have access to the module specification when reading this section; which can be found on the MyCIM student portal.
• This assignment is assessed against the learning outcomes for the module, which are found in the module specification and at the beginning of each task. Assessment criteria (AC) are listed under each sub-task; these represent the syllabus areas that are the focus of that sub-task.
• The last column of the syllabus in the module specification shows the indicative content, which is designed to demonstrate the scope of those assessment criteria, and therefore the areas of theory, knowledge, and application that you may consider building into your assignment.
• It is acknowledged that variations in chosen organizations could result in differences in the scope of indicative content being covered by your assignment. Therefore, you do not have to address all of the indicative content. You should select the content that is appropriate to your chosen organization and data.
• The indicative content is not an exhaustive or definitive list and can just as easily cover other aspects of both practice and theory, including those processes and procedures used by your chosen organization.