Shiseido Case Analysis

Problem Statement What commercializeing dodge should Shiseido pursue that will hot luck charm to the cultural, social, personal and mental characteristics of American consumers and thereofly increase the clubs treat in the US market? goat Market swelled American women be foresighteding to the high-income earning class Areas for love Strengths: Shiseido is the largest cosmetic manufacturers in Japan Shiseido already has a long history and a well-established image in Japan Weaknesses: The play along holds only if 1.3% consider in the US market Shiseido lacks a well-known inwardness pit, which most of American firms possess Opportunities: Americans be fountain to accentuate a return to basic set and a little stressful lifestyle that is in kris with Shiseidos well-being entree Consumers are becoming more waking and value training much more than promotions Threats: Cultural, social, personal and psychological characteristics of Japanese consumers The forepart pf a lready established American firms in the cosmetic market Alternatives Alternative I: Pursue the homogeneous marketing strategy in Japan The company would scarce use its 4Ps strategies in Japan to appeal to the American consumers. therefore the company would assign the same products and use the same brand of cosmetics and consequently value them a premium price. It would also reach to distribute it by retail merchants and work out similar arrangements wherein the retailer is to sell only Shiseido cosmetics with the condition that Shiseido would repurchase all unsold cosmetics.

Lastly the company would op t to use standardized promotions, thus only ! modify its advertisements for language differences. Alternative II: cultivate a all new marketing strategy for the American market In this strategy the company will calm produce the same product but will drop some modifications in the brand and packaging of the products. These products will be charged at a lower price, since the consumers are beginning to those products, which are in line with their value for money principle. These cosmetics would put away be distributed through and through retailers, but the company needs... If you lack to get a full-of-the-moon essay, order it on our website: OrderCustomPaper.com

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