Shiseido Case Study Report Essay

990 Words Apr 7th, 2010 4 Pages
CASE STUDY REPORT INTERNATIONAL MARKETING

SHISEIDO
Shiseido is a Japanese cosmetics producer, market leader in its home country and one of the top ten players in the industry worldwide. Founded 1872 by Arinobu Fukuhara, Shiseido is also known for being the oldest cosmetics company in the world.

COMPANY FACTS
Net sales (consolidated): $ 7,024 billion Number of employees: 28,810 SHISEIDO group: 89 companies 29 domestic 57 overseas

STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS
Apart from being market leader in Japan, Shiseido is putting a lot of effort into research and development. Other important points are the strong focus on customer relationship management and environmental protection. But even though R&D is a cornerstone
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face scrubs, eye creams or hair styling products). Proof for that are the rise of a grooming culture, metrosexualism and a 17% growth in skin care and cosmetics sales for men.

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MARKET SHARE WORLDWIDE COMPANY Procter & Gamble L’Oréal Unilever Colgate-Palmolive Colgate Avon Products Esteé Lauder Cosmetics Beiersdorf Johnson & Johnson Shiseido Kao

CASE STUDY REPORT INTERNATIONAL MARKETING

Possible men’s products range from moisturizers, manicure- and spa-treatments to shaving foams and after-shave. Even though men feel more comfortable about using cosmetic products nowadays, they have to be marketed different from the women’s products: As an example should POS be separated for men and women. Especially in Japan, where the masculinity-factor of the culture is very high, men would feel uncomfortable to shop for cosmetics in a “shop for women”. Another example is the difference in need of explanation. Where women normally know a lot about cosmetic products, men are often not aware of how to use them and therefore need more service and instruction. The right way of communication would be the use of testimonials, like in Japan, where one of Tokyo’s most popular young actors, Satoshi Tsumabuki, was chosen to appear in TV commercials.

Second of all are cosmetic products very age-dependent. Therefore it seems logical to use that approach. However, there are also disadvantages: Other important factors may vary within

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