Acknowledgement

I would like to express my special thanks of gratitude to my teacher (Mr.Nitendra Hada) as

well as our Head of Department (Dr. Upasana Tyagi ) who gave me the golden opportunity to
do this wonderful project on the topic (Changing Pattern Of Production In International
Companies After Globalisation) which also helped me in doing a lot of Research and I
came to know about so many new things.

I am really thankful to them.

Secondly, I would also like to thank my parents and friends who helped me a lot in finalizing
this project within the limited time frame.
 CONTENTS

Sr. No. Particulars Page No.

A International Business 4-5

B Globalization 6-8

C About Nestle 9

D Impact of Globalization on Nestle 10-13

E About L’Oreal 14

F Impact of Globalization on L’Oreal 15-20

G Conclusion 21

H References 22

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 INTERNATIONAL BUSINESS

International business involves all commercial transactions—private and governmental—

between parties of two or more countries. Global events and competition affect almost all
firms—large or small. However, the international environment is more complex and diverse
than a firm’s domestic environment.

An international business has many options for doing business, it includes,

 Exporting goods and services.

 Giving license to produce goods in the host country.
 Starting a joint venture with a company.
 Opening a branch for producing & distributing goods in the host country.
 Providing managerial services to companies in the host country.

Features of International Business

 Large scale operations: In international business, all the operations are conducted on a
very huge scale. Production and marketing activities are conducted on a large scale. It
first sells its goods in the local market. Then the surplus goods are exported.
 Integration of economies: International business integrates (combines) the economies
of many countries. This is because it uses finance from one country, labour from
another country, and infrastructure from another country. It designs the product in one
country, produces its parts in many different countries and assembles the product in
another country.
 Dominated by developed countries and MNCs: International business is dominated by
developed countries and their multinational corporations (MNCs). At present, MNCs
from USA, Europe and Japan dominate (fully control) foreign trade. This is because
they have large financial and other resources. They also have the best technology and
research and development (R & D). They have highly skilled employees and
managers because they give very high salaries and other benefits. Therefore, they
produce good quality goods and services at low prices. This helps them to capture and
dominate the world market.
 Benefits to participating countries: International business gives benefits to all
participating countries. However, the developed (rich) countries get the maximum

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 benefits. The developing (poor) countries also get benefits. They get foreign capital
and technology. They get rapid industrial development. They get more employment
opportunities. All this results in economic development of the developing countries.
Therefore, developing countries open up their economies through liberal economic
policies.
 Keen competition: International business has to face keen (too much) competition in
the world market. The competition is between unequal partners i.e. developed and
developing countries. In this keen competition, developed countries and their MNCs
are in a favorable position because they produce superior quality goods and services
at very low prices. Developed countries also have many contacts in the world market.
So, developing countries find it very difficult to face competition from developed
countries.
 Special role of science and technology: International business gives a lot of
importance to science and technology. Science and Technology (S & T) help the
business to have large-scale production. Developed countries use high technologies.
Therefore, they dominate global business. International business helps them to
transfer such top high-end technologies to the developing countries.
 International restrictions: International business faces many restrictions on the inflow
and outflow of capital, technology and goods. Many governments do not allow
international businesses to enter their countries. They have many trade blocks, tariff
barriers, foreign exchange restrictions, etc. All this is harmful to international
business.
 Sensitive nature: The international business is very sensitive in nature. Any changes
in the economic policies, technology, political environment, etc. has a huge impact on
it. Therefore, international business must conduct marketing research to find out and
study these changes. They must adjust their business activities and adapt accordingly
to survive changes.

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 GLOBALIZATION

Fundamentally, globalization is the closer integration of countries and peoples of the world
which has been brought about by the enormous reductions of costs of transport and
communications and the breaking down of artificial barriers to the flow of goods, services,
capital, knowledge and to a lesser extent, people across borders (Joseph Stiglitz, former chief
economist at the World Bank)

Globalization is an umbrella term for a complex series of economic, social, technological,

cultural and political changes seen as increasing interdependence, integration and interaction
between people and companies in disparate locations.

The concept has been referred to as 'the shrinking of time and space'.

THE IMPACT OF GLOBALIZATION ON INTERNATIONAL

BUSINESS

International business refers to a wide range of business activities undertaken across national
borders. Along with rapidly increasing globalization, international business has become a
popular topic and has drawn the attention of business executives, government officials and
academics. International business is different from domestic business. At the international
level, the globalization of the world economy and the differences between countries present
both opportunities and challenges to international businesses. Business managers need to take
account of the globalised business environment when making international strategic decisions
and in managing ongoing international operations.

Globalization is a leading concept which has become the main factor in international business
life during the last few decades. This phenomenon affects the international business in
following ways.

 Rise in Competition Globalization leads to increased competition

This competition can be related to product and service cost and price, target market,
technological adaptation, quick response, quick production by companies etc.
 Rise in Technology and Know How
The rise in knowledge levels of countries as newer cultures and technologies are
opened to a particular area are clear, their knowledge base also grows and expands

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 simultaneously. As a result, they are better able to handle their primary and secondary
industries, and this ultimately affects their tertiary sectors in a positive manner as
well.
 Rise in Opportunities
With a larger number of industries and resources available, the opportunities for
people grow exponentially too. There are many more jobs available to people, and
more and more people are also exposed to the lucrative benefits of moving abroad.
 Rise in Investment Levels
The rise in foreign investment in countries helps industries and native cities grow at a
rapid pace, and this is something that every nation should be open to since it is a
highly beneficial venture for them.
 Meeting consumer expectations and tastes
Generally, consumers all over the world are better informed, have higher incomes and
therefore higher and more exacting expectations. This forces businesses to meet
higher standards.
 Economies of scale
Selling into a global market allows for enormous economies of scale, although not all
industries benefit from these.
 Choice of location
Businesses are now much freer to choose where they operate from, and can move to a
cheaper and more efficient location.
 Information transfer
Information is a most expensive and valuable production factor in the current
environment. Information can be easily transferred and exchanged from one country
to another. If a company has a chance to use knowledge and information then it means
that it can adapt to this global changing. This issue is similar with the technology
transfer issue in global markets. The rapid changing of the market requires also quick
transfer of knowledge and efficient using of that knowledge and information.
 Increased mergers and joint ventures
The globalization allows the businesses access to bigger markets and associated cost
advantages.
 Multi-national and multi-cultural management

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 This is a major challenge to businesses and their managers. A multi-national business
environment is more complex with more variables, and so is more difficult to manage.
A multicultural employment policy leads to employees of many different
nationalities, languages, religions and cultures in different offices across the globe.
These employees react in quite different ways to incentives, to motivation and it is
very difficult to find managers who are sensitive to all these different factors. It is
very easy to inadvertently give offence and demotivate workers. For example, the
Japanese were initially very disappointed with their Thai employees who didn’t
respond well to Japanese methods of building up corporate loyalty and motivation.
Once they turned production targets into a game, the Thais worked extremely well.
 Globalization of markets
National borders are becoming less and less important Markets stretch across borders
is well placed to take advantage of this. The same issues of language and culture and
so on arise.
 Procurement and Outsourcing
The opening up of global markets and improvements in intercultural communication
creates a wealth of opportunities to source high-quality, low-cost materials and labor.
Outsourcing is when less expensive, foreign labor is used for activities traditionally
performed at home. In some countries, such as the United States, outsourcing is seen
as a growing evil.

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Introduction to Nestlé Company, with a focus on the globalization
story

The Nestlé company was founded in Vevey, Switzerland, by a pharmacist named Henry
Nestlé in 1866. In 1867, Henri Nestlé created a new product called “farine lactée” meaning
“flour with milk”, an alternative to breastfeeding developed in order to fight infant mortality
due to malnutrition. By 1868, Nestlé was already operating in France and in Germany, and by
1874, Nestlé had become a global brand, selling its products in Austria, Belgium, Italy,
Russia, Spain, Serbia, Sweden, the Netherlands, the United Kingdom, and so on. In 1905,
Nestle. and Anglo-Swiss Milk Company merged to form what is now known as Nestle
Group.
In response to an increase in import duties in Australia (Nestlé’s second largest export
market), the company decided to begin manufacturing there in 1906 through acquiring a
major condensed milk company, the Cressbrook Dairy Company, in Brisbane.
By 1913, the Company was operating factories in Singapore, Hong Kong, Calcutta, Bombay,
Colombo and so on.
However, most production facilities remained in Europe and the onset of World War I
brought severe disruptions, despite the demand created for dairy products through the
government contracts in Europe. The end of World War I brought with it a crisis for Nestlé
because of the suspension of the partnerships with governments. In 1947, Nestlé merged with
a swiss firm, Alimentana S.A., the manufacturer of Maggi seasonings, bouillon, and

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dehydrated soups, and the holding company changed its name to Nestlé Alimentana
Company.
New products appeared steadily: malted milk, a powdered beverage called Milo in 1934,
Nescafé in 1938, and Nestea in 1944. Nestlé entered the non-food business for the first time
in 1974 by becoming a major shareholder in the French leading cosmetic company L’Oréal.
The company diversified further in 1977 with the acquisition of Alcon Laboratories, a
pharmaceutical company from Texas.
The company adopted its present name Nestlé S.A. in 1979 and, with the acquisition of
several major brands including Friskies, Herta, and Perrier,the firm became the largest food
company in the world.

Environment

The globalization of Nestle has brought both negative and positive impacts on the
environment.

On one hand, Nestle is working at creating products which are less harmful to the earth. For
example, Nestle Waters uses eco-friendly plastic water bottles that are “made with at least
thirty less plastic than the average half-liter bottle”. Also, the company has succeeded in
reducing the packaging weight due to the collaboration between the Nestle waters R&D
center and the packaging agencies. Since 2008, greenhouse gas emissions and non-renewable
energy impacts for the packaging process have been reduced by 19 percent in Nestle Waters.
In addition, the company uses renewable energy to reduce greenhouse gas emissions. As a
matter of fact, Nestle Mexico obtains 85 percent of its electricity from wind power.

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On the other hand, Nestlé’s globalization has greater negative effects on the environment
such as pollution and the abuse of resources. For instance, according to Greenpeace, Nestle
failed to obey the regulations in China and discharged huge waste in rivers and lakes there.
Also, the company illegally pumped millions of gallons of water from California’s San
Bernardino National Forest for ten years, which is against the federal law.

Economy

Nestle has positively and negatively influenced the economy of many countries. The positive
side is that the company provided job and training opportunities for people. For example,
Nestle has been built in Vietnam in order to meet the demands for its Nescafe coffee
products, and has created more than 200 new jobs in the area. Located in the Dong Nai
province, the company manufactures the products and provides them for the local people and
also exports them overseas. The American Chamber of Commerce in Vietnam reports that
Nestlé trained more than 19,600 coffee farmers in Vietnam in 2012 and aims to engage with
20,000 Vietnamese coffee farmer households within five years.
While Nestle brought employment to the people living in various countries, it has also
encouraged child labour in developing countries. A report by the Fair Labor Association
informed that 1.8 million children in West Africa are at risk of abuse through dangerous child
labour. Although Nestle signed an agreement in 2001 to end the use of child labour on cocoa
farms, Nestle violated the contract.

Society & Culture

The impact that globalization has on society and culture are somewhat interconnected. Nestlé
has been known for many things such as the infant formula scandals, instant noodles with
high levels of lead, changing coffee culture and more. However, there are always two sides to
every story.
Nestlé has long been accused of harming the health of infants, specifically those in third-
world countries. This baby milk scandal has resulted in boycotts against the company since
the late 70’s. Although Nestlé claims that breastfeeding is the best, they would hire sales girls
dressed as nurses to appeal to mothers and give them samples to get them “hooked on” infant

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formula. Many poor and undernourished third-world women are physically unable to breast-
feed or too preoccupied with the basics of survival to find the time to do so and Nestlé uses
this to their advantage. These uneducated mothers would dilute the powder milk to make it
last longer and often with contaminated water which harmed their babies. However, recently,
Nestlé has begun developing educational materials for both health care professionals and
parents on the benefits of breastfeeding and run campaigns and seminars. Also because they
are aware of the health risks polluted water poses to infants, Nestlé does not donate powder
milk formula but instead, funds and ready-to-go foods and drinks.

Nestlé’s effect on culture may be the spread of coffee it is spurring. It has been promoting
coffee in China where the current per-capita consumption per year is just four cups of coffee
per person per year in comparison to Japan’s 400 or Hong Kong’s 150. They have opened a
Nescafé Coffee Centre in Yunnan province to provide training to not only farmers but also to
agronomists and coffee business professionals. Heiko Schipper, Managing Director of
Nestlé’s Food and Beverage Division in the Greater China region said, “this new centre is a
continuation of our long-term investment in the future of coffee production and consumption
in China.” The Swiss company has also sent experts to Vietnam to help coffee farmers
improve the quality of their coffee beans. The number of coffee drinkers in developing
countries is on the rise in recent years and Asian countries such as Vietnam are becoming key
suppliers of beans. Although this has changed the agriculture in these areas with many of the
coffee lands in Yunnan being converted from tea farms, it seems to be more of a positive
effect for those affected. However, currently, most of Yunnan coffee “is too expensive for
consumption within China, but also not at a high enough quality to be considered ‘specialty
coffee’” (China Briefing). This remains a problem amongst farmers and are working to
improve their coffee both for the global and domestic markets.

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Politics

The globalization of Nestlé Company brought both positive and negative effects on politics.
One positive example is that Nestlé has recently entered into a partnership with Vietnam to
help train the country’s farmers to improve the sustainability and quality of their coffee crops.
One negative example is that the company made a deal with the wife of the infamous dictator
from Zimbabwe Robert Mugabe named Grace Mugabe, buying 1 million liters of milk a year
from a farm seized from its rightful owners by her. Grace has taken over at least six of
Zimbabwe’s most valuable white-owned farms since 2002, building a farming empire from
illegally confiscated farms, which led to an international boycott, as well as EU and US
sanctions. Nestlé went forward with the deal even as the country’s agriculture-based
economy was collapsing and inflation was reaching unheard of levels.

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 L’Oreal and the globalization of the American beauty

About L’Oreal

L’Oréal is the largest beauty company in the world and it has expanded, and supplied to 130
countries with offices in 58 different countries. 1907, the beginning of L’Oréal. The superior
leadership of a guy named Eugene Schueller started this strategic company with basic
products such as hair care and also the first man-made hair color product. In 1934 Eugene
invented the first mass market of soap less shampoo and this led the success of L’Oréal in the
country of Europe. L’Oréal realized they needed to expand in other fields of the beauty
market and target markets in order to stay alive and successful. In the 1980s they started by
acquiring new companies that would form the cosmetics that we know today. The main
strategy was to adopt new companies and expand it from within believing that the brand
could be taken globally and benefit their overall brand portfolio. The main role of
acquisitions was to increase and lengthen the internal growth rate.

L’Oréal started acquiring companies from the beginning of their name. They started with the
basics of their own brands such as L’Oréal Professional, L’Oréal Paris, Kerastase, and Club
des Createurs de Beaute. In the 1960s L’Oréal consumed some other companies such as
Garnier, Lancome Paris, and Biotherm. In the 1980s L’Oréal took full possession of two
companies, Ralph Lauren Fragrances and Helena Rubinstein which was a cosmetic maker
that distributed internationally. Maybelline is another brand that L’Oréal consumed L’Oréal
made its biggest acquisition by purchasing Redken which allowed them to reassess the whole
hair care division. Redken was well known for its extensive network of salon educators.

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L’Oréal soon realized that Redken had global potential as an American brand of American
origin. The last acquisition that stands out above all the others is the purchase of Kiehl’s.
They are a New York based specialty store that sells high end cosmetics which gives L’Oréal
a new advantage into another market of the luxury division with the goal of selling in higher
end stores.

SWOT Analysis- L’oreal

 STRENGTHS

 The primary strength of the Company is the continuing research and innovation in the
interest of beauty which assures that the L’Oréal Cosmetics offers the best to their
consumers.

 L’Oréal Groups is the developed activities in the field of cosmetics as well as in the
dermatological and pharmaceutical fields in order to put more concentration in their
particular activities.

 L’Oréal’s advertising strategy also plays a major part to its growth. Through adapting
to the culture of their target market as the main tool of their advertisement, the
Company brought L’Oréal products within reach of other women from different parts
of the world.

 WEAKNESSES

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  The company has a decentralized organizational structure.

 Due to the many subdivisions of the Company, there is also the difficulty in the
control of L’Oréal.

 The profit margin of L’Oréal is comparably low than that of the other smaller rivals.
4. Due to its worldwide marketing strategy, there are also dissimilarities brought
about in the campaign of L’Oréal products as to what image they are to project.

 OPPORTUNITIES

 The growing demand for beauty products gives L’Oréal the opportunity to focus in
their field of specialization, particularly on hair styling and color, skincare, cosmetics
and perfumeries.

 The market is growing that ranges from the affluent, the aging and also the masses of
the developed countries.

 It has greater market share because of the numerous patents registered by the
Company. This enables them to have the top of the line products only to their name.

 THREATS

 Due to the ongoing addition to the field of cosmetics, there is still the danger that
other brands could surpass the profit of L’Oréal.

 The economic downturn that is quite evident in other countries. Such could thus hurt
the possibility of higher profit for the company.

 While the L’Oréal Group may be producing the best of its line, people may find that
their products are not of their basic needs and would skip buying L’Oréal products.

On Beauty Industry
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  What is a beauty product?

Beauty Products or cosmetic products as they are more popularly known as are
products that help to enhance one’s outer appearance. They are, essentially
preparations externally applied to change or enhance the beauty of skin, hair, nails,
lips, and eyes.

 What are people buying?

Today the usage of beauty products varies from one geographic region to another as
well as from one to gender to another as well as within genders. It also varies from
product type and range to another. Let us look at some of the trends of usage in global
cosmetics industry scenario:
 By Product Category:
The purchase behavior of people in cosmetics by product category has shifted
more towards "all ‐ natural products“.
Though the organic or natural sun and skin care products continue to flourish.
There is a trend of using different shampoos, conditioners, oil, spray, masks
and serum for hair treatment.
 By Geographies:
The mainstreaming of Europe’s cosmetic products has resulted in increased
industry segmentation. New brands as well as existing suppliers are making
products for particular customer segments and product sales channel.
Increased customer interest in non ‐ toxic products has also resulted in

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 investments on concept stores. With increasing pulsation innovative makeups
are incepted in Asia ‐Pacific, which often make their way to the West. For
instance, BB cream, hair masks, whitening products all have Asian origin.
 By gender:
When it comes to makeup, lipstick, powders, moisturizers and so on women
of color can now select from a wide range. Products that are vitamin ‐enriched,
holistic, alcohol free, less toxic etc. are preferred by men and women alike.
Women across the world have become open to using new products, which
helps them preserve a youthful look. The use of such products is preeminently
growing among working woman.
Nonetheless, the recent upsurge within male grooming industry is
phenomenon, extending across regions like North America, LAMEA, Asia
‐Pacific and Europe.

Acquisition Strategy in the United States

o The case describes L’Oréal growth in the US in part through acquisitions of a

succession of companiesRedken, Maybelline, Matrix, Soft Sheen, Kiehl's. What did
L’Oréal buy when it bought these businesses?
o L’Oréal’s competitive strategy was to be a top contender in each of the various beauty
divisions.
o By acquiring brands like Redken, Matrix, Maybelline, Ralph Lauren, and Kiehl’s,
L’Oréal filled in the different beauty divisions.
o Having brands that met the consumer needs in each beauty division wasn’t enough for
L’Oréal; they wanted to make sure that they had significant sales for each brand in
each division.
o They configured products that were constantly evolving to meet the changing looks,
needs, and preferences of consumers. They also fought to gain competitive advantage
in product placement in stores
o L’Oréal managers distinguish between tactical acquisitions, which generally nourish
existing core brands, and strategic acquisitions that have global potential. How do
they know what has global potential?
o L’Oréal always focused on acquiring companies or brands with a good market share

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 o Apart from acquiring these big brands, L’Oréal also focused on acquiring few local
brands, but in that case as well these local brands had good distribution channels
which would have been difficult to access by L’Oréal otherwise. Thus, it did an
analysis on the brands before acquiring, by finding out the brands strengths and if
there a failure story attached to it, tried to find why brand lost its focus and how it can
be revived upon collaborating with L’Oréal.
o Hence, looking at the past success stories of these brands and finding out the failure
reason, analyzing the strengths and weaknesses of each acquisition it was possible for
L’Oréal to know the global potential of each acquisition decisions it made.

L’Oréal’s Organization and Competitive Advantage

o Let us turn to globalization of all these brands. Clearly this company has both
bureaucratic and entrepreneurial characteristics. Which is the most important?
o Actually, a mix of both is necessary. For example, bureaucratic characteristics are
required to manage this behemoth effectively and efficiently with allowing its brands
to go on an ego trip. Entrepreneurial characteristics are required or revitalizing and
rejuvenating the various brands that are acquired. Ex Maybelline changed to
Maybelline New York
o 2. How can L’Oréal be so big and yet still move so quickly?
o The multicultural L’Oréal has been able to grow and sustain itself in the cut throat
world of cosmetics manufacturing in the following manner:
 The primary strength of the Company is the continuing research and innovation in the
interest of beauty which assures that the L’Oréal Cosmetics offers the best to their
consumers.
 L’Oréal Groups is the developed activities in the field of cosmetics as well as in the
dermatological and pharmaceutical fields in order to put more concentration in their
particular activities.
 L’Oréal’s advertising strategy also plays a major part to its growth. Through adapting
to the culture of their target market as the main tool of their advertisement, the
Company brought L’Oréal products within reach of other women from different parts
of the world.

Kiehl’s & the globalization of a luxury Brand

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 o Does it make sense to globalize Kiehl's?
In 2001, as part of its US acquisition strategy, L’Oréal bought Kiehl’s, a small family
owned cosmetic company based in New York which was then included in its luxury
brand portfolio
Kiehl’s reached a cult status by essentially applying a business model opposite to that
of L’Oréal. Kiehl’s business was in fact small-scale (their products were notably hard
to find), local (mainly centered around their NYC shop, and few other highend
retailers) and based on the creation of strong ties with the local community of
customers rather than on advertising
This approach to business, together with the high-quality, natural-origin and
effectiveness of their products earned Kiehl’s a strong reputation as a cult brand. Four
years after the acquisition, in 2004, the question that arises is how L’Oréal can
preserve the status, the integrity and the cult following of the brand while at the same
time making it grow and taking it worldwide.

o How global is the appeal of Kiehl's brand?

The global appeal of Kiehl was increasing gradually as the company had open few
stores across the globe, created websites, expanded business several times before been
acquired by L’Oréal. Moreover, the global appeal of Kiehl’s brand was its luxurious
status which it carried across the globe. It was known for its authenticity and sincerity
across the globe and the main globalization strategy for Kiehl’s was to reproduce the
original New York store, hence all the stores across the globe had the same hardware.
Also across the globe Kiehl tried to connect with all its customers through is mission
statement which focused on identity and importance of individuality and quality.

o What are the future challenges and opportunities?

Challenges:
 To be able to sustain its integrity while expanding the brand globally.
 How far it can be expanded globally

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 CONCLUSION

 Globalization is the key factor for international business. This new era of
globalization brings with it opportunities and also new considerations and challenges
with the dynamics of a free market.
 Globalization grant access to benefit from the international division of labor,
technologies, international specialization, inter-cultural exchange and the consumers
enjoy a wider variety of products at lower prices.
 With globalization, there comes a higher level of thinking and strategizing. Business
evolves in new ways.
 Nestlé is a big company and has a lot of influence over many countries, especially in
the consumer industry. They should use that power to spread a positive influence and
be a role model so that other growing companies can follow their lead so that they can
compete and be sustainable in the global market.
 L’Oréal is in an excellent market position. The demographic trends of an aging
population, emerging markets, and international demand for male oriented beauty
products fit well within L’Oréal’s current diversification strategy.
 Their current presence in every distribution channel provides an advantage over the
competition. By following demographic trends and capitalizing on their previous
successes, L’Oréal will further its position as the global cosmetics leader.

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 REFERENCES

 https://www.google.co.in/search?q=globaization&rlz=1C1RLNS_enIN736IN736&oq
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 https://www.google.co.in/search?q=impact+of+globalization+on+production+compan
y&rlz=1C1RLNS_enIN736IN736&oq=impact+of+globalization+on+production+co
mpany&aqs=chrome..69i57.19337j0j7&sourceid=chrome&ie=UTF-8
 https://www.businesswire.com/news/home/20121022005917/en/Research-Markets-
Successes-Failures-Case-Study-Nestles
 https://www.slideshare.net/ashwinkumarc100/loral-case-globalisation-of-american-
beauty

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