need assistance with an assignment
GBSA 577 – Business Analytics and Digitalization
Homework #5: 100 points
Due: 4/30/24 before class
Relating to case: from IMBD, HBP: IM1190
Loreal: The Beauty of Supply Chain Digitalization and Analytics
Total Points: 100
The goal of this case is to explore and consult the situation of Loreal
transformation.
L’Oréal first embarked on its digital transformation journey more than a decade ago. It is one of the
largest consumer goods companies in the world, with a global footprint of forty factories that
manufacture more than six billion units a year. It has more than 50,000 suppliers upstream and over
500,000 delivery points. L’Oreal has thirty-six brands, selling products in 150 countries with support
of 88,000 employees that continuously lead in supply chain, innovation, and customer satisfaction.
L’oreal has four major divisions.
1) Loreal Luxe- High end cosmetics, focused on prestige and sustainability.
2) Consumer Products- Cosmetics sold at mass and drug retail, accessible to all.
3) Active Cosmetics- Nutraceuticals, Dermatologist products address acne and other concerns
4) Professional Products- Professional Hair Care, caters to professionals with hair care focus.
L’oreal has always been known for their innovation and leaning in to provide better products for their
customers. Additionally, they have been creative in their marketing efforts – continuously testing new
things to reach new customers to give them the support and empower them in the spirit of their
tagline, “Because You’re Worth It.” This beauty marketing push was evident in their originally
unique beauty posters from artists in the early last century and now is showing up to meet the
current customer demands of using tech to provide a glimpse of what beauty could be.
A big part of this case is about the current and future activities of beauty tech. Beauty tech is a
relatively new term that has become to be known as the integration of technology into cosmetics and
beauty products.1 Similar to what we discussed earlier in the course, Beauty Tech is akin to what
the smart toothbrush does by using tech to collect consumer information and make
recommendations. Beauty focused consumer electronic appliances and/or VR/AR applications can
extend the consumption ecosystem with more data and algorithm based recommendations that can
create initial intrigue, deliver value, and build loyalty.
Your team’s objective is to have a fact based approach to analyzing the L’Oreal
digitalization efforts and providing some consultation of what they need to do
next.
Study score component:
What Detail Points
Case background Give background of industry and
strategic choices
10
Analysis of Digital
Strategy
Analyze their strategy, highlight
positives and negatives. Assess
digital maturity
20
Data Analysis/
Visualizations
Sound logical analysis of data
provided to create relevant and
helpful visualizations
20
Recommendations Proposal of a detailed action plan,
provide logical evidence
15
Presentation Skills Organization, Telling a story 20
Presentation Format Easy to understand 5
Peer Review See below 10
Total All components 100
Components for peer review grading rubric
# Description Score
1 Preparation 3
2 Contribution 3
3 Collaboration 4
# Total 10
Final Presentation
As a consultant, you want to be able to provide a third party view of L’Oreal’s business,
digital and other strategies.
Complete documentation of the project in PowerPoint with no report required
• Executive Summary (Taylor TB)
• Digital Strategy overview & Analysis (Taylor TB)
• Digital Governance (Taylor T)
• Analysis (Taylor T)
o Include relevant visuals. (Taylor T)
o Define channel and beauty tech trends. (Ron B)
o Evidence supporting insights and recommendations (Ron B)
• Recommendations (Everyone gives one)
• Peer review: Can send this via email to me separately with the breakdown.
• Appendices (labelled) (Everyone)
o Back up of visualizations
Questions to build your presentation
1. Provide an overview of Loreal’s reasons for a digital transformation with the focus
on leadership leading the charge. (Taylor TB)
2. How did L’Oreal foster innovation through goal setting? (Taylor TB)
3. Describe the digital organization governance structure and the challenges. What
were the changes of setting up a global digital governance structure? (Taylor T)
4. Highlight any other key developments that allowed L’Oreal to transform from a
less mature digitalization level to where they are now as a leader in their industry.
(Taylor T)
5. Two of the major shifts in the market is that consumers are exploring new
channels for beauty products and that beauty tech will have a bigger influence on
brands and products chosen. Use the data provided to summarize your insights
on these two trends. (Taylor T)
6. How does the beauty tech address the needs of the organization to be better
prepared with demand sensing and to capture these signals for supply chain
readiness as well and offer greater value through personalization for their
customers? (Ron B)
7. Consumer rankings online from competitors can provide additional information to
feed the new product innovation team where product can be reviewed, or
elements or product types avoided? How might you use this information, also
what additional information would you need to make it better? (Ron B)
8. Recommendations: Based on the data that you have the market understanding
you have and the coursework to data build out some ideas for them for the
future. What three recommendations do you have regarding their technology,
people, and processes for the future. These can be digitally focused or data
analytics driven or even more relevant to their organization. Please feel free to
be a bit provocative here but also use facts to support your recommendations.
(Everyone gives one)
Sources:
1) Tech Target;
trends-shaping-the-cosmetics-industry
2) Global: beauty retail sales share by channel 2027 | Statista
3)
worldwide/
Supplemental Reading:
1.
