Shiseido Learning Points

SHISEIDO LEARNING POINTS I selected this pillow causa because it shows us some of the obstacles to having a standardized product around the world. Do you face such obstacles in your business? If you argon in the consumer (B2C) market, probably yes. If you are in the industrial (B2B) market, probably no. The case covers wholly areas of marketing (strategy, pricing, promotion, product and distrisolelyion). We chose to focus on the product aspect. As with all these cases (and as with most of the marketing text books, our wardrobes, our houses, and lifespan in general), there is a lot of stuff and nonsense. What is stuff? Stuff is unspecified and indirectly relevant, or even useless, material. Filtering away the treasures from the stuff is a skill we can all use. on that point were a number of treasures in this case, that you can all call back about applying to your own context. This case was not about cosmetics. This case was about products, the standardization debate, and the international bring outments of a large firm. here are the treasures below. The case teaches us: - the importance of market-driven change. We learnt this in the Samsung case too. Shiseido emphasizes R&D, but the R&D people do not always understand market needs.

R&D people must work closely with the marketing people, to develop products that are scientifically advanced and that have a market. - for product, specify global act local. The core product (hope of beauty/confidence) is global, but the augmented product (whiter for China, natural colors for Japan, bright colors for westerners etc) is local. Our success in China was due to the fact that Shiseido fit(p) great importance on China and Chinese floriculture (Ikeda) - market segmentation: The Chinese cosmetics market was highly part. Geography (regionally, and within China itself), gender, age, and incomes were all used as segmentation variables. - China is a abundant market with huge opportunities. Global companies cannot ignore China. Many foreign firms are... If you want to maturate a full essay, order it on our website: Orderessay

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