Kao Corporation made a big hit in the industry of personal care product with Biore Pore Pack launched in 1996 in Japan. However, after the successful launching, Biore Pore Pack faced intensive competitions which threatened its brand and positioning in the market. (1) As such, there is a need for a critical analysis of the marketing environment SWOT analysis. Strengths Weaknesses
• Potential internal strengths
• Comprehensive products fields
• Wide distribution channel
• Expansion based on brand equity
• Pioneering advantage • Less market-shares in the global markets comparing with that in the domestic market
• Unable to up-stretch market
Opportunities Threats
• High demand
• Potential markets • Intensive competitions
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That gives Kao plenty of chances to interact with consumers in terms of using and recognition, and then sharpens its brand and positioning in the market-place.
• Wide distribution channel
It’s easy to purchase Kao products which are available in most supermarkets, drugstores, franchised stores, and even online shopping. With such a broad distributing channel, Kao products stands a high chance of being seen or recognized or even purchased by consumers.
• Expansion Based on Brand Equity
According to Kao’s Annual Report (2000), its core strength is to introduce innovative, value-added products based on new concepts that wins consumer acceptance. Moreover, its unique methods of communicating the special characteristics of Kao products to consumers foster brand loyalty. Kao gives its whole-hearted efforts in these areas in order to nurture brand which then generates long-term profits and even admit intensive competition. Biore is one of the essential evident for Kao’s effort to expand based on brand equity. Kao leveraged on brand equity of Biore to create an entire line of facial care, body care and other personal care products based on innovative technologies.
(Source: Kao Corporation – Annual Report. Available at: http://www.kao.co.jp/en/ir/annualreport/pdfs/2006/an06_beauty06.pdf
• Pioneering advantage
Skin status always occupies a big part of women’s
CleanSpritz, a subsidiary of MJ Brenner is a manufacturer of cleaning supplies whose target market is threefold. The three industries are as follows: industrial products, home cleaning products, and auto cleaning products. Stateside revenue for their product line reached $53.76 million in 2011. However, since 2008, annual sales have been on the decline by an average of 7.5% annually (Gold, 2015). As a result of their declining sales, MJ Brenner VP of strategy gave CleanSpritz’ marketing team, led by Claire Beaton, six months to devise a plan to revive their sales strategy. Next, we will review a SWOT analysis of
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