...¿Tiene el producto SK-II el potencial suficiente para convertirse en una marca global de las operaciones internacionales de P&G? Para poder valorar si la marca SK-II tiene el potencial de internacionalización suficiente he estructurado mi argumentación empleando una matriz DAFO, en la que el objeto del análisis interno será la propia marca SK-II; y el análisis externo englobará tanto las capacidades y limitaciones de P&G como los drivers y barriers que definen el sector del cuidado de la piel y los cosméticos. Fortalezas [de la marca] Producto con un alto margen de beneficio Producto de alta calidad y gran innovación, que es percibido por el cliente (confirmado por las mujeres japonesas que son, probablemente, las consumidoras más exigentes del mundo en este sector) La marca cubre una necesidad potencial de los consumidores Éxito previo de la marca en diferentes mercados asiáticos: Japón, Taiwán y Hong-Kong P&G puede explotar ese éxito en el resto del mundo Oportunidad para ampliar la línea de producto (extensión de la marca) y para innovar en el servicio (los Beauty Innovation Systems-BIS) ofreciendo un valor añadido para los clientes Debilidades [de la marca] Producto de lujo con un precio muy elevado lo que puede suponer un ennichamiento de la marca en segmentos pequeños de mercado Producto difícil de usar (6-8 pasos) que requiere de un entrenamiento previo del consumidor Bajo “Brand awareness” a nivel mundial (exceptuando Japón) Dificultad...
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...1. Philips is an electronics company that focuses on a wide array of electronic related goods since its early beginnings with light-bulbs in 1892. However, the journey of being a leading consumer electronics company didn’t go without a few bumps on the road that leads it to its prominence. In relation to the question, Philips became the leading consumer electronics company in global terms due to its decisive attempt of organizational development. In order to be very competitive, strong research would be vital to its success and survival in the company’s post war era. It wasn’t a success at first try, but after recapturing their target market through successive roles of CEO’s with strong incentives, it slowly began to regain its corporate goals of success. The most important period in the company’s history in terms of overturning its slow growth would be during the Boonstra’s Reorganization period. At the end of this period, the company succeeded in achieving the objective of retaining a 24% return on net assets which eventually increased the market value of the firm by five-fold. The consequential growth was the result of shifting major corporate resources to marketing, including 40% increase in advertising which was an attempt to raise awareness of the firm. At the beginning of the last decade, the firm still continued their interest on broad range of volatile, high-volume products such as consumer electronics, semiconductors, and components. For a company to grow, it needs...
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...of SK-II 3 2.1 Strategy 3 2.2 Idea Generation 4 2.3 Screening 5 2.4 Concept development and testing 6 2.5 Business analysis 7 2.6 Product Development and Testing 8 2.7 Test Marketing 8 2.8 Commercial and launch 9 3.0 Critical Issue of SK-II 9 4.0 Conclusion 10 References: 12 1.0 Introduction The Procter & Gamble Company (P&G) is the world's top manufacturer that produces of household products courts market share and billion-dollar names. The company divided into three global units which are household care, beauty and grooming, and health and well-being. P&G also makes pet food, water filters and produces a soap opera. P&G's many famous brand are under P&G Multinational Corporation which included Febreze, Fusion, Always, Braun, Bounty, Charmin, Crest, Downy or Lenor, Gillette, Iams, Olay, Pampers, Pantene, Pringles, Tide, SK-II, and so on. Their market capitalization is greater than the GDP of many nations. They penetrate more than 180 nations of the world. Their purpose is to come out with the branded products and services of superior quality and value that improve the lives of the world’s consumer. In return, the consumer will reward the P&G with leadership sales, profit and value creation (P&G, 2011). SK-II is a one of the Procter & Gamble Beauty brand. This product has been launched in Japan market since 1980. SK-II can be considered as the one of the most expensive beauty brands in the world until today. SK-II history...
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...care global business unit to expand. One significant factor that needs to be considered is the fact that the consumers in the market outside Japan have totally different cultures than those consumers in Japan. In order for SK-II to be successful in the international market, P&G and De Cesare must first analyze the current situation in those markets to be able to identify the strategic opportunities and threats. In order to make the best possible decision regarding product expansion to Mainland China and Europe, it is important to analyze those international markets based on the SWOT analysis. One of the biggest opportunities in China is that consumers there have similar skin types than consumers in Japan. One of the biggest threats is that most Chinese residence has relatively low average incomes, which could affect their purchasing behaviors especially towards high priced products like SK-II, which cost about $100 a bottle. Europe’s market is quite different from China’s. European women have skin types unlike that of Chinese and Japanese women. The biggest threats are the difference in skin types among European women, the cultural gap between Europe and Asia, and the overcrowded skincare and beauty market in Europe. Thus, the big challenge for P&G would be to successfully introduce a new brand into an already crowded market. One of the biggest opportunities is the positive economic forces that enable high purchasing power for the Europeans. Baring in mind the conditions...
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...Summary Statement/Abstract P&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 Chinese or European market. However, in order to do this there was a lot of analysis and research which had to be done to determine which market was the best to move the product to and de Cesare had to make a recommendation to the GLT knowing that he must do everything possible to make sure he made the best decision possible. As Paolo DeCesare, what factors do you need to consider before 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? As Paolo DeCesare there are a lot of factors to consider before deciding what to recommend in the SK-II presentation to the GLT. The biggest factor of course to consider is the profitability of the market or markets that would be chosen to enter in an effort to have SK-II become a global brand within P&G. In order to determine this there is a lot of analysis that goes into determining whether a market will be profitable and could include...
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...BUS109 Individual case---P&G Japan Is it a global brand? Does it have the potential? Overall I think SK-II had the potential to be a global brand even though it had many thinks needed to work on. It is always hard to manage a multi-national company because countries are so different. However, fortunately SK-II was supported by a larger global company: P&G. SK-II did not have to hire outside international corporate experts since P&G had already developed an experienced and professional team to deal with issues concerning globalization. Beside human resources, P&G can also provided funding, dealing with financial issues. Also, SK-II is a good brand that was worth a try for international expansion. Innovation is the core of SK-II. Innovation was recognized by SK-II as the key factor to beat its strong competition in Japan. Japanese women spend more time and money on skin care and make up products. They usually expected special features and were willing to pay a premium price for it. While Japanese customers had distinctive needs, Japanese competitor actually understood the culture so that they became very innovative and very strong. It took some time for SK-II to realize the problem but when they did, they put a lot of effort and money into its R&D. SK-II came up with the great idea that they combined the habit of European and Japanese women’s facial washing habits to create a facial cleaning product that had all the features needed by both types of customers...
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...Introduction Procter & Gamble is one of the world’s largest producers of consumer goods and it was founded in 1837. Recently, Procter & Gamble is operating in 50 countries and serving nearly five billion customers with a series of brands across beauty, healthcare and food industry which generate which create more than 1 billion revenue annually. The purpose of this essay is to discuss how the diversification strategy changed Procter & Gamble in Singapore over the last ten years. The main position in this essay is that diversification can be considered as one of the main strategies used to assist Procter & Gamble build up business competitive advantage. This essay will use theoretical evidence from literature review to analysis the impact of diversification on Procter & Gamble in different time period. The analyses of Procter & Gamble will be carried out in 3 perspectives: the operation of business, the performance of business and the brand of business. Literature Review & analyses of organization Diversification can be defined as a strategy used to increase the range of products or markets of organization. (Johnson, Scholes & Whittington, 2008) There is a range of reasons result the diversification of organization such as spreading the business risk and increasing the business expectation of stakeholder. (Johnson, Scholes & Whittington, 2008) But the result of research from Aisjah and Subroto (2011) indicated that there are two main...
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...Questions for the case of P&G Japan: the SK-ii globalization project The objectives of this case include: To explore the process of formulating and implementing a global strategy, and particularly the issues related to the globalization of local brand. To examine how product innovation is developed and diffused on a global basis. To develop an understanding of the tensions in multinational organization, and particularly the need to balance the competing demands between local responsiveness, global integration, and worldwide diffusion of innovation. To analyze the sources of success and failure in transformational change in a multinational corporation. QUESTIONS Q1. As Paolo DeCesare did, what factors do you need to consider before 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? (Question for Analysis) Q2. Does SK-II have the potential to become a global brand within P&G’s worldwide operations? Why or why not? Q3. Which of the three market options should Paolo DeCesare recommend to the GLT? What benefits do you expect to gain? What risks do you see? (Question for Analysis) Q4. How should he implement your recommendation option? What are the implications for P&G’s new post-O2005 organization? What support and/or resistance do you expect? How will you manage it? • Your presentation should take no longer than 20 minutes...
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...1. SK-II have the potential to develop in to a major global brand? * Priced at over $100 a bottle * Not a typical P&G product but its successful introduction in Taiwan and Hong Kong * Paolo thinking the brand has global potential. Paolo should consider: 1. Organize the Company Along Product Lines not Geography 2. Continue to be the Technology Leader 3. Roll Out to Other Asian Countries 4. Sell off the SK-II Product Line (SK-II had the potential to be a global brand even though it had many thinks needed to work on) 2. What do you think of Organization 2005? O2005 seems to still take place and cause more damage than expected many executives are confused and therefore the potential for failure is increased. Even though everyone may have a good intention, the worldwide rollout may fail just for reasons of the putting in practice the O2005 plan, such as – organizational change, changes in management structures and the various implications from operations through marketing to the sales. 3. Consider that SK-II is globalized, what should Paolo's expansion strategy be in rolling out SK-II? Which country should be a priority? Companies typically fail when their strategy no longer fits the environment in which they operate. To achieve a good fit, Paolo and his managers must understand the forces that shape competition in their external environment. This understanding enables them to identify strategic opportunities and threats. An extension of a market by...
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...P&G Japan: The SK-II Globalization Project Proctor and Gamble is a leading innovative company that manufactures personal care, household cleaning, laundry detergents, prescription drugs and disposable napkins products. In 1948, P&G made its first approach towards global expansion by creating an overseas division. By 1980, P&G had operations involved in 27 countries; however Walter Linge, the first Vice President of overseas operations had noticed problems with the company’s focus. Linge understood that the Company must change its products for consumer preferences. He also understood the limitations by P&G’s labs and increasing manufacturing costs. In 1986, P&G advanced to seven divisions in the United States which were further broken into 26 product categories. Each category had its own product development, product supply and sales and marketing capabilities. In 1984, P&G’s CEO Ed Artzt convinced the board that Japan was strategically important and that the organization had learned from its struggles. Artzt appointed Durk Jager as the new GM to run this initiative in Japan. By implementing a program called Ichidai Hiyaku, he was able to analyze the causes of P&G’s failures in Japan. He first observed that the company was not recognizing the distinctive culture of Japanese consumers specifically and were also not acknowledging the innovative capabilities of their competitors. Jager persuaded P&G to increase their research and development team...
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...the head of the European and Japanese Max Factor divisions, but the idea of taking the SK-II that was so successful in the Japanese market global is very risky. Up until the 1980's, P&G Japan was only a minor contributor to the P&G international growth. In 1985, Durk Jager found that the key reasons for the failure lied in the fact that they had not recognized the distinctive needs of the Japanese consumer. Over the next four years under his management changes were made to research, advertising and distribution that provided a 270% increase in sales, and Jager assumed the position of group vice president for Asia. However, in the 1990s the business could not keep up with the competitors in the Japanese market. Just as indicated in the article "Philips versus Matsushita," the organization began to be more focused on the structure of the company than the strategy of the company and where it was going. Jager then developed Organization 2005, his strategy in the rapid development and roll out of new products globally, which also involved several management changes. Just as indicated in the article "Philips versus Matsushita," the organization began to be more focused on the structure of the company than the strategy of the company and where it was going. One of the changes in O2005 was the promotion of Paolo de Cesare to head Max Factor Japan and was faced with the dilemma of whether or not the SK-II could break into the global skincare...
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...Chapter 1 Linear Programming 1.1 Transportation of Commodities We consider a market consisting of a certain number of providers and demanders of a commodity and a network of routes between the providers and the demanders along which the commodity can be shipped from the providers to the demanders. In particular, we assume that the transportation network is given by a set A of arcs, where (i, j) ∈ A means that there exists a route connecting the provider i and the demander j. We denote by cij the unit shipment cost on the arc (i, j), by si the available supply at the provider i , and by dj the demand at the demander j. The variables are the quantities xij of the commodity that is shipped over the arc (i, j) ∈ A and the problem is to minimize the transportation costs (1.1) minimize (i,j)∈A cij xij over all x = (xij ) ≥ 0 under the natural constraints: • the supply si at i should exceed the sum of the demands at all j such that (i, j) ∈ A, i.e. (1.2) j:(i,j)∈A xij ≤ si for all i , • the demand dj at j must be satisfied in the sense that is less or equal the sum of the supplies at all i such that (i, j) ∈ A, i.e. (1.3) i:(i,j)∈A xij ≥ dj for all j . The problem (1.1)-(1.3) is a Linear Program (LP) whose solution by the simplex method and primal-dual interior-point methods will be considered in sections 1.2 and 1.3 below. 1.1.1 Dantzig’s original transportation model As an example we consider G.B. Dantzig’s original transportation model: We assume two providers i = 1 and i...
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...trained, as well as thereafter informed and trained at intervals as may be recommended by that health and safety committee, with regard to: a. the contents and scope of these regulations; b. the potential source exposure; c. the potential risks to health caused by exposure; d. the potential detrimental effect of exposure on his or her reproductive ability; e. the measures to be taken by the employers to protect an employee against any risk from exposure; f. the precautions to be taken by an employee to protect himself against the health risks associated with such exposure, including the wearing and use of protective clothing and respiratory protective equipment. g. the necessity, correct use, maintenance and potential of safety equipment, facilities and engineering control measures provided; h. the...
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...Consumers’ attitudes towards beauty line products A study on Proctor & Gamble (P&G) Group Leader Name : Nazmoon Nahar Roll No : 0807003 Submission date: 27th May, 2013 Consumers’ attitudes towards beauty line products Submitted To Nahid Shah Lecturer Department of Marketing Comilla University Submitted By: Group (Stardust) Sl.No Name Exam. ID Position Remarks 01 Kamrun Nahar Nilu 0807002 Member 02 Khaleda Akter 0807003 Member 03 Naima Islam 0807016 Member 04 Sharmin Akter 0807019 Member 05 Nazmoon Nahar 0807021 Leader 06 Ratna Rane 0807025 Member 07 Tania Akter 0807028 Member 08 Farhana Afrin 0807034 Member 09 Khadija Akter 0807044 Member 10 Sayda Affifa 0807050 Member 11 Masing U Marma 0807059 Member Abstract P&G is a global leader for different product categories in many countries. P & G is tightly integrated with some of the largest retailers in United States of America as well as world around and around the world Distribution channels all over the world. We conducted the study to determine the attitudes of the customers towards beauty line products based on the products of P & G. Our sample size is 30(Male 3, Female 27). We have used some variables (Dependent& independent). The variables are Consumer’s preference, Culture, Buying ability, Personality, Price, Value, Perception, Social status, Consumer Learning, Psychological drive, Promotional program...
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...partial fulfilment of the requirements for the award of the Degree of Bachelor of Technology, submitted in the Department of Electronics and Communication Engineering, Indian Institute of Technology Guwahati, is a record of my own work carried out during my thesis work under the supervision of Dr.Ratnajit Bhattacharjee, Associate Professor, Department of EEE, IIT Guwahati. The matter entitled in this thesis has not been submitted elsewhere for the award of any other degree. Place: Guwahati Date: 21st April, 2011 This is to certify that the above statement made by the candidate is correct to the best of my knowledge. April,2011 IIT Guwahati ` Supervisor: Dr. Ratnajit Bhattacharjee Associate Professor Dept. of EEE IIT Guwahati ii ACKNOWLEDGEMENT First and foremost, I would like to take this opportunity to express my deepest and sincere gratitude to my thesis supervisor, Dr. Ratnajit Bhattacharjee. I value the freedom he gave me to carry out research in the field of my interest and I sincerely thank him for that. His stimulating suggestions and encouragement helped me in the time of research and writing of this thesis. I am very much thankful to him for...
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