Topic: P&g Japan: The Sk-ii Globalization Project

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Type of paper:	Case Study
Subject area:	Mathematics and Economics
Academic level:	College, Bachelor
Style:	APA
Size:	35.5 kB
Word count:	628 words/3 pages
Mark awarded:
Author:	Krissy Dickerson
Date submitted:	2008-11-22 00:59:02
Rating/Votes count:	5.00 / 5

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Tags:

intelligence, globalization, japan, japanese, project, Chinese, English, China, Image, Hong Kong, Yuan, Estee Lauder, Intelligence Self Awareness, Ronald Lauder, Lauder Companies, Global Culture, Statement Rewrite Prompt, Global Cultural

The P G SKII Globalization Project
One of the most global corporations in the world is Procter and Gamble .
P G products have been entering overseas countries since the 1930s . By
the mid 1990s , P G products and brands are available in over 75
countries , up from 27 countries a decade before . The strong overseas
push is indeed one major growth catalyst for P G . The overseas push is
centered around creating products for each local market while having an
organizational structure which reflects the US structure .
In Japan , P G implemented in-country product research and development to
cope with local competition . One such product was SK-II , a premium
facial care product line . SK-II was successful in generating
significant profits not only in Japan but also in the export markets of
Hong Kong and Taiwan . This was especially important due to the level of
competition in the Japan market and the highly selective Japanese beauty
product market .
In planning to expand the SK-II brand internationally , DeCesare should
consider many factors . First is the market of the market for premium
beauty products globally , the size and whether SK-II can compete against
established brands . He should also analyze the performance of SK-II in
the markets it had already entered - Hong Kong and Taiwan . Also , he
would have to study whether the rigorous beauty regimen implemented by
SK-II is compatible with the behavior of beauty product consumers in
other global markets .
The ability of SK-II to become a global brand will depend on how it fits
with the Procter and Gamble portfolio . It will also depend on how P G
will market SK-II in foreign markets . As a premium brand from Japan ,
SK-II will have to compete with established P G brands like Olay as well
as premium offerings from the competition such as Estee Lauder . The
personalization aspect of SK-II stores is also an innovation which P G
can export out of Japan . Should P G be successful in marketing SK-II as
a premium brand , then SK-II will find its place as a global brand within
P G 's wide brand portfolio .
If I were in the position of choice , I would recommend the Chinese
market for expansion . The rising standard of living in China as well as
their booming economy will translate to a steadily rising market for
beauty products . It is also most likely that the beauty care standards
and practices of China is similar to Japan - the same could not be
easily said for continental Europe . The introduction of SK-II would also
serve to complement the expansion of Olay . Lastly , since China is such a
newly opened market , foreign premium brands like Estee Lauder may not be
well established . The risks involve possible competition between two P G
brands , however this can be mitigated by moving Olay downmarket and
positioning SK-II firmly in the premium segment .
As previously mentioned , P G should move to segment the Chinese beauty
care market . To aid this , SK-II should be introduced and marketed...

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