Criticism

5.Critical Evaluation of a marketing concept vs. marketing practice

This part of the report we are going to discuss the limitations and un-necessary characteristics of WCM approach that has been mistakenly taken up by LO’real in UK market. This part will also investigate the importance of the WCM approach in enhancing the efficiency of the cosmetic sector. Recommendation for improvement of cosmetic sector will be part of this section.Finally it will reveal the influencing power of this approach to generate profit as well as the growth of the company.

5.1.The efficiency of the WCM & MLC approaches for cosmetics sector:

The world Class marketing approach focuses on the end users so it is best for cosmetics sector. LO’real take into account major features of the approach to market its product lines. In the UK for example people are price conscious so it can be the best choice for them. So based on their needs, it's segmented the lotion into diversified categories such as for adult and for kids. LO’real has considered the WCM and MLC approaches to execute its branding techniques. All these are much critical for customers in cosmetic sector.

The effective marketing planning process of LO’real occurs through the crucial process of functional and decentralized marketing approach. This process is very beneficial in the UK region. Supply chain, management process and innovative creativity are vital for company expansion into more markets. It will also help to broaden its product line and attract new customers. Making long term relationships with customers is also beneficial aspect of the approach.

There are many other features of WMC and MLC approach which are helpful for the company like Recruitment of dynamic executives and training and shaping of the skills of the executives. These approaches also an effect on the control process and implementation of new strategies for the companies. Above are the some key features of the approach that have deep...