|
|
Business valuation of the company L’Oréal Česká Republika s.r.o
Lacková, Alena ; Sieber, Patrik (advisor) ; Kozelová, Iveta (referee)
The aim of this thesis is to lay down the value of the company L Oréal Česká Republika s.r.o. to the date first of January 2015, by using the discounted cash flow method. As follows, this thesis is divided into a theoretical and practical part. The theoretical part consists of theoretical basis and necessary tools, that are later used in the practical part. The practical part first focuses on the presentation of the company, strategical and financial analysis and subsequently, on composing a financial plan. The planning results in the final valuation of the company, using the discounted cash flow method.
|
|
|
Effects of judgments of the Court of Justice of the European Union on trade mark law with further analysis of cases concerning the L'Oréal Group
Kubínová, Aneta ; Bič, Josef (advisor) ; Němcová, Ingeborg (referee)
This thesis analyses the effects of judgements of the Court of Justice of the European Union on a particular company represented by the French transnational corporation L'Oréal Group. In the first chapter I explain the system within which the protection of the intellectual property is realised. Firstly, I define the key concepts of the intellectual property, and then I introduce the means of the legal protection of the intellectual property on both national and international level. The analysis of the trademark law of the European Union follows in the second chapter where I examine its presence in both primary and secondary law, where I describe the roles of the Court of Justice of the European Union and the Office for Harmonisation in the Internal Market and where I introduce the most important judicature of the Court of Justice of the EU related to the trademark law. The third chapter is of the highest practical importance as it contains the discussion on the effects of judgements of the Court of Justice of the European Union on the L'Oréal Group in the form of a case study. Firstly I analyse the economic strategy of the group and I assess the importance of trademarks for L'Oréal, then I introduce the most important cases of the Court of Justice of the EU in which L'Oréal has been a party to the dispute. I conclude this chapter with the analysis of the effects of judgements of the Court of Justice of the EU on L'Oréal.
|
|
| |
|
| |
|
| |
|
|
International Marketing of L'Oréal
Machek, Ondřej ; Boučková, Jana (advisor) ; Karlíček, Miroslav (referee)
The intention of this thesis is to analyse the international marketing strategy of the L'Oréal corporation with focus on the professional products division and its portfolio of global brands. The work is divided into four chapters. The first chapter is devoted to the theoretical background of the international marketing with focus on the global marketing concept. The second chapter deals with international marketing mix. The third chapter deals with an analysis of the history and present time of the L'Oreal company. The fourth chapter is devoted to the analysis of the L'Oreal Professional Products Division international marketing strategy. It contains the introduction of the division and its general marketing strategy, the analysis of the professional hair care market and main competitors and it deals with description and analysis of the marketing mix of its predominant brands Matrix, Redken, L'Oréal Professionnel and Kérastase.
|
|
| |
guest ::
