Making China Beautiful: Shiseido & the China Market Essay

It has the business strategy of all under one roof which they call all channel offering, makes it easy for the customers to buy and in turn saves time for them.

1a) In a short time, the young Chinese cosmetic market has become quite saturated with numerous firms. In order for Yue Sai to position its brand effectively, it has to draw upon unique strengths that others do not have. Madam Yue-Sai created Yue Sai with the aim “to create, produce and sell the very best beauty and skincare products that we can offer to Asian women and to the world…” The company started under her belief that the Chinese women had different standards for beauty and required specifically tailored cosmetic products. If Yue Sai under Cotyhad continued to build its brand under this positioning instead of focusing on distribution, the brand would be a far more prominent player in

What is the main outcome you intend to achieve? Tie it back to the relevant marketing objective.

Communicate and sell products or services so that they effectively demonstrate value to the target market

Develop an action plan of strategies and tactics to be implemented. Finalize the marketing plan.

Another element would have to be budgeting, like anything in order to market something you must set a budget and not go beyond that budget. To get the best advertisement or promotion would

For Golds Reling, Inc. I would suggest a cost leadership and differentiation marketing strategies. By being able to cut cost leads to higher

Nowadays, almost every business has a website. You will realize that a website will help you market your products and services effectively. You can actually write blogs about your products so that your viewers can have something to read. If you do not have the skills needed in writing, you can readily hire writers so that they can help you out. You can hire quality writers so that your content can stand out. Having an online presence can help you a great deal. This can go a long way in increasing the number of customers who visit your business.

products to our customers in profitable segments and win over new customers in new markets,

2. What source of competitive advantage would you recommend for your product or service (i.e. Cost, Product/Service Differentiation, and Niche)?

1. Know the best program and products to promote. Obviously, you would want to promote a program that will enable you to achieve the greatest profits in the shortest possible time.

Shiseido, founded in 1872 by Fukuhara Arinobu, is a major cosmetics and fashion company based in Japan. Arinobu’s son, Fukuhara Shinzo, the second president of the company, is known for being the one who brought Shiseido into the commercial industry. With a background in art, photography, and design from studying abroad, Shinzo brought an international touch to his work at Shiseido. The marketing that Shiseido used was a complex campaign that successfully brought Shiseido to the top of its industry. The marketing strategy Shiseido used was influenced by artistic choice, basic public needs, Japanese trends, and international culture. Shinzo hired artist and designer friends who studied in Western countries to work as consultants for the company. The company developed a wide array of products, but managed to create a very well-known brand identity in Japan. Shiseido effectively incorporated a number of tactics to attract the public to products.

2. What are the advantages and disadvantages of selling cosmetic products through door-to-door selling, specialty stores, department store counters, and supermarket and hypermarket? How will the use of these channels vary with target market segments and brand strategies?

The following readings are important for the literature review to meet the objectives of the current study. Chevalier and Lu (2011) provided a comprehensive overview of the china luxury market and its customer base. This reading also provides considerable knowledge about the opportunities and challenges present in the Chinese luxury market for international and Chinese luxury brands. The luxury brands are facing problems and complexities in China due to implication of tax and other regulations of the state. Despite very high growth rate, the luxury brands are facing difficulties of evaluation and inappropriate organization in the supermarkets and department stores of China. Lu (2011) explored the consumption of luxury goosd by China’s elite and their behavior towards these goods. The luxury products are purchased for the personal pleasure and comforts. The luxury products that are used in China are largely imported to the countries of United Kingdom and Spain. These countries trade in the various luxury brands such as accessories, perfumes, cosmetics, products, fashion clothes, footwear etc.

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