Ukutshala imali.com - I-French cosmetic Giant L'Oreal SA (PA: Orep) Isikhathi eside ukushaya iqiniso lokuthi kuncike kakhulu empahleni yansuku zonke, kepha amasheya awo athengiswa njengoba inkampani icaphuna izinto zikanokusho. Imiphumela yonyaka yeqembu elishicilelwe ngoLwesine kusihlwa bonisa ukuthi kungani lokhu kunjalo.
Ngawo lowo nyaka, lapho isisusa sokuthengwa kwezimpahla zezimonyo sebuthakathaka kakhulu ngenxa yobhubhane, i-L'Oreal yandisa isabelo sayo semakethe ngaphandle kokudela inzuzo, futhi yangena ngo-2021 ngokuthambekela kokukhulisa ukuthengisa.
Izici ezibaluleke kakhulu zemisebenzi yazo kwakuyizimpendulo zemibuzo "Kanjani?" Futhi kuphi? "
Amaqembu ahlanganyela kwimpahla yabathengi ngonyaka owedlule aguqulwe kakhulu noma awenze ngenxa yokusabalalisa izimpahla kwi-Intanethi. Labo ababeboshelwe ezitolo zabo ezingokwenyama baphatheka kabi yizwe, kuyilapho labo ababengafuna nokuzivumelanisa nezimo, basinda. I-L'OREAL isebenza kahle esigabeni sesibili: umthamo wokuthengisa kwayo kwi-Intanethi wakhula ngo-62% kuzo zonke izigaba kanye nezifunda futhi manje sekungaphezu kwekota yokuthengisa okuphelele.
Olunye uhlangothi oluqinile l'oreal ukusatshalaliswa kwezendawo. Wabe esetshale imali enkulu eChina, okusho ukuthi unezikhundla eziqinile emnothweni omkhulu wezwe, okhombisa ukukhula okuphelele ngonyaka owedlule. Ukuthengisa kwakhe ngonyaka owedlule eChina kwanda ngo-27%, kwathi abangama-56% babo babenazo eziteshini eziku-inthanethi.
Akunakwenzeka ukuthi ubuholi bayo bungafanelekile ngoba ibizwa ngokuthi impumelelo "ehlaba umxhwele" kuleli.
Ngokwesikali sembulunga yonke, izinombolo zayo azigcizeleleni: kanti ngonyaka odlule imakethe yomhlaba wonke yemikhiqizo yobuhle yehle cishe ngo-8%, ukuthengisa i-L'OREAL yawela ngo-4% kuphela. Okumangalisa ngokwengeziwe, inkampani igcinile i-margin yayo yokusebenza, eyayihlala ingashintshiwe ngo-18.6%, okuwukufezeka okuthile, kucatshangelwa inani lezitolo, ezazingenazikweletu.
Abaphathi benkampani nabo bahlala benethemba ekubikezelweni kwaso, yize "kugcina iminwe iwele" uma kwenzeka.
Vele, abatshalizimali kufanele bakhokhele ikhwalithi. Amasheya weqembu alinganiselwa ezikhathini ezingama-43 ngaphezulu kwenzuzo yawo, ngaphezu kokuphindwe kabili njengeNestle SA (eziyisithupha: I-NESN) noma i-UNEL (njenge: UL: Ul) (NYSE: UL: I-Dior) ne-MonCler SPA (Lon: 0Qii), nesephulelo esincane uma kuqhathaniswa ne-LVMH MOet Hennessy Louis Vuitton SE (PA: LVMH). Amasheya e-L'OREAL eParis akhuphuke ngo-2.2% ngemuva kwemiphumela yawo phakathi kokuncishiswa okuphelele kwama-Indices aseYurophu ngoLwesihlanu.
Le nkampani ingenza okuningi ukucacisa ukuhlolwa okunjalo, ikakhulukazi, ngokwandisa ukukhokha kubaninimasheya: Ekupheleni konyaka kwakusenesamba semali esisezingeni eliphakeme kakhulu, kanye nesincomo sokukhulisa ukwahlukaniswa kwezinkomba ngo-4% kuphela okujabulisa kakhulu. Noma kunjalo, kulabo abesaba ukuthi "bubble" wamanje ozoqhuma, amasheya we-L'Oreal anakho konke okungafunwa kuphela kumasheya asesimweni sokuvikela.
Umlobi uJeffrey Smith
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