PG Japan Sk-Ii Globalization - 1032 Words

In the highly competitive Japanese skin-care market, PG ¡Ã‚ ¦s new SK-II product has proven its success as a premium and prestige offering. PG has gained significant knowledge transfers from SK-II development and further, has successfully tapped the fickle Japanese market and has devloped a loyal user-base in Taiwan and Hong Kong. With its phenomenal success, it is only logical that PG consider rolling-out the SK-II product-line to the international market. However, while there is significant worldwide growth potential within the $9 billion prestige skin-care industry, based on recent organizational changes, new corporate priorities, and thorough market assessment, PG must base its decision on current resources and capabilities to†¦show more content†¦Further, with fierce competition, PG ¡Ã‚ ¦s primary outlet in France would be to reach the French consumers through Perfumeries; however, finding shelf space in these retail stores is nearly impossible. Tapping the Euro pean market could prove difficult and costly. Further Penetrate the Japanese Market: Currently, Japan remains SK-II ¡Ã‚ ¦s most attractive and proven market for this product-line. Having already established brand recognition, high awareness (+70%), and a loyal and growing customer-base (spending $1,000/year+), PG should focus on further penetrating this market. Japanese women are among the world ¡Ã‚ ¦s most sophisticated users of beauty products, and per capita they remain the world ¡Ã‚ ¦s leading consumer of the prestige and multi-step offerings „ ³ SK-II ¡Ã‚ ¦s Japanese target market is well-defined and very loyal once acquired. Furthermore, having succeeded in Japan before with its  ¡Ã‚ §Lipfinity ¡Ã‚ ¨ launch, PG has existing distributor relationships and has viable access to these customers. Rather than investing heavily to enter new markets such as China or Europe, PG can more effectively direct these resources to expand/extend the product-line and develop newer, profitable Japanese segments. PG can also rely on its existing sales model and target the sophisticated and informed Japanese consumer by offering technologically enhanced products and systems such as: 1)Show MoreRelatedPG Japan: the Sk-Ii Globalization Project1692 Words   |  7 Pagesbefore deciding what to recommend in your SK-II presentation to the global leadership team (GLT)? What kind of analysis will you need to do in preparing for that meeting? There are many factors that need to be considered when deciding recommendations to the GLT of SK-II. Being that this is PG’s first proposal to build a Japanese brand worldwide, it is important to take into consideration different cultures than of the consumers in Japan. Since 2005, PGs global organization has been in theRead MorePG Japan the Sk-Ii Globalization Project2059 Words   |  9 PagesGMBA 5075 International Management Case 5-2 - Pamp;G Japan: The SK-II Globalization Project Group Report Due date: 12/03/12 By: Wendy Rodriguez Francisco Oliveira Francisco Andujar Yichen Li Intro: This case describes how SK-II which is a fast-growing skin care product is becoming very popular with a price to match its performance. After being introduced in Hong Kong and in Taiwan, Pamp;G believes that this brand has a strong global potential. At the conclusion of this case, theRead MorePG Japan the Sk-Ii Globalization Project3489 Words   |  14 PagesPG Japan: The SK-II Globalization Project When looking at the archetype of PG it can be seen that it is an Multi Centred MNE. Which consists of a set of entrepreneurial subsidiaries abroad which are key to knowledge-based FSA development. National responsiveness is the foundation of the international strategy. The non-location bound FSAs that hold these firms together are minimal: common financial governance and the identity and specific business interest of the founders or main owners. LaterRead MoreSK-II, Japan1844 Words   |  8 Pagesï » ¿PG Japan: The SK-II Globalization Project (Harvard Business School case) Case Summary In â€Å"PG Japan: The SK-II Globalization Project† case study, the author Christopher Bartlett presents the PG’s plan of pushing SK-II as a global beauty product. In late 1999, Paolo de Cesare, President of Max Factor Japan, had given an idea to the Global Leader Team (GLT) of PG’s Beauty Care Global Business Unit (GBU) that whether it was a good idea for pushing SK-II to become a global PG brand. Since theRead MorePg Japan1454 Words   |  6 Pagesto global business management. In the context of these changes introduced by Durk Jager, Pamp;G’s new CEO, Paolo de Cesare is transferred to Japan, where he takes over the recently turned-around beauty care business. Within the familiar Max Factor portfolio he inherits is SK-II, a fast-growing, highly profitable skin care product developed in Japan. Priced at over $100 a bottle, this is not a typical Pamp;G product, but its successful introduction in Taiwan and Hong Kong has de Cesare thinking theRead MoreCase Study PG Sk-Ii Product in Japan and East Asia1527 Words   |  7 PagesPamp;G Japan SK-II Case Study Up to 1984, Pamp;G’s Japanese operation was a failure due to the following reasons: 1. Pamp;G did not take the time to determine the local needs based on the culture and common practices amongst the Japanese people. The product development was based on Western markets and it was assumed that it would streamline itself to other areas of the world. An example cited in this case study was the use of tap water for laundry washes without implementing aRead MorePG Japan1409 Words   |  6 Pages Does SK-II have the potential to become a global brand within Procter Gamble’s worldwide operations? Why or why not? 2. Which of the three market options should Paulo Decesare recommendation to the GLT? What benefits do you expect to gain? What risks do you see? 3. How Should he implement your recommended option? What are the implications for PG’s new post-O2005 organization? What support and/ or resistance do you expect? How will you manage it? 4. Why was SK-II so successfulRead MorePG Japan1395 Words   |  6 Pages Does SK-II have the potential to become a global brand within Procter Gamble’s worldwide operations? Why or why not? 2. Which of the three market options should Paulo Decesare recommendation to the GLT? What benefits do you expect to gain? What risks do you see? 3. How Should he implement your recommended option? What are the implications for PG’s new post-O2005 organization? What support and/ or resistance do you expect? How will you manage it? 4. Why was SK-II so successfulRead MorePG Japan; Sk-21762 Words   |  8 Pages* Case Paper: Pamp;G Japan: The SK-II Globalization Project Mina Uwakubo Hawaii Pacific University Mr. Louis R. Collazo MGMT 6310 April 8, 2012 SK-II’s success is not only prestige skin care product or advanced technology but also its marketing approach to build the new brand. Pamp;G succeeded to connect between the core technology or product concept and local market. Through Japanese market among the world’s toughest competitors, Pamp;G developed potential source of innovations. InRead MorePG Case Study2393 Words   |  10 PagesSummary Statement/Abstract Pamp;G is a global company that is involved in many different markets including beauty and grooming and household care. The company has been through a lot of change due to the O2005 project that was undertaken in 1999 and saw a complete overhaul of the company during those years. One product that also was involved a lot during that time was the SK-II skin care product which was popular in Japan and a man named de Cesare wanted to take the product global to either the