Identification of problems/issues: The case to consider is L'Oreal Nederland BV The birth of L'Oreal began in 1907 when a young French chemist, Eugène Schueller, developed a new hair-formula dye considered safe for hair. The new hair dye was called Auréole. "Eugène Schueller formulated and manufactured his own products, which he then sold to Parisian hairdressers. In 1909, Schueller registered his company, the Société Française de Teintures Inoffensives pour Cheveux ("Safe French Hair Dye Company"), the future L' Oréal . The guiding principles of the company that would become L'Oréal were put in place from the beginning: research and innovation in the interest of beauty." (Wikipedia, L'Oreal) In 1920, this developing company employed 3 chemists and by 1950. , the research team had grown to 100 and has continued to grow to nearly 2,000 today. "L'Oréal started in the hair dye business, but the company soon branched into other cleaning and beauty products. Today, L'Oréal markets over 50 brands and many thousands of individual products across all industries beauty sector: hair color, perms, styling aids, body and skin care, detergents and fragrances can be found in all distribution channels, from hairdressers and perfumeries to hypermarkets and supermarkets, beauty product sales outlets, pharmacies and direct mail. (Wikipedia, L'Oreal) From the beginning L'Oreal was founded on strong research and development techniques and today has five research and development centers around the world "Two in France: Aulnay and Chevilly. One in the United States: Clark, New Jersey. One in Japan: Kawasaki, Kanagawa. In 2005, one in China: Shanghai." (Wikipedia, L'Oreal) The Dutch branch of L'Oreal is taking on the new challenge of introducing two products under the Garnier brand (a product line under L'Oreal) to start develop customer awareness in that particular region According to our text, both products have been successfully marketed in France and the director, Yolanda van der Zandle, has to decide whether or not to market one or the other or both ( Cravens, 2002, pp. 135) Some test research was carried out in the Dutch market, so she asked her marketing manager, Mike Rourke, to review the test results and respond to her with his recommendations : The first product to consider is the Synergie skin care line. The following criteria were to be examined; (1) Skin care market (2) Competition (3) Consumer behavior and (4) Market research..