...for the Research and Analysis Project is The Marketing Strategy of Shiseido China Co., Ltd (Shiseido) and its effectiveness. Marketing is essentially about marshalling the resources of an organisation to meet the changing needs of customers on whom the organisation depends. Organisations try to identify customers’ needs and develop products that will satisfy these needs through an exchange process (Palmer, 2004). 1.2 Reasons for Choosing the Topic Marketing is more than selling and advertising. It involves satisfying customer needs. The marketer should understand consumer needs; develop products and services that provide superior customer value; and price, distribute, and promote them effectively. Hence, marketing is the process by which companies create value for customers and build strong customer relationship to capture value from customers in return (Kotler et al., 2009). The main role of marketing in the organisation springs from the fact that marketing is the process via which an organisation creates value for its customers. Value is created by meeting customer needs. Thus, an organisation must define itself not by the product it sells, but by the customer benefit provided. Having created the value for its customers, the organisation is then entitled to capture a portion of that value through pricing. To remain a viable concern, the organisation must sustain this process of creating and capturing value over time. Within this framework, the plan...
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...MKTG203: Assignment 1 Thursday7.00_MR_17 New trends in consumer behaviour and brand personality have gained increased global attention, particularly in cosmetic products. This report will critically analyse the rapidly growing beauty and cosmetics market in China through the consumer behaviour concepts of consumer materialism and brand personality. Both of these aspects will be examined in relation to the similarities and differences present within the Australian and Chinese context. By exploring these two essential concepts of consumer behaviour, the report will highlight China’s growing interests and demands for imported skincare and beauty products, as well as a potential marketing opportunity for Australian cosmetic companies such as Aēsop. Background With an estimated worth of $19.49 billion, the cosmetic market is one of the largest industries stimulating the Chinese economy today (Datamonitor, 2013). A substantial growth of 18.7% in 2012 and a forecasted growth of 48.7% by 2017 (Euromonitor, 2013), has enabled the nation to become Australia’s largest trading partner including other Australian exports. Due to its dominant presence in the world economy, the general level of per capita income has increased progressively with minor improvements in chronic income inequalities between rural and urban populations in China. With higher disposable incomes and the endless choices in distinct cosmetics, many individuals are now seeking high-value...
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