Recommendations
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Recommendations. Build SK-II a global brand Go to greater Asian market (China, South Korea, Malaysia, Singapore, Thailand) Fashion cues from Tokyo Exact the same products Celebrities in advertising High end Be patient with US / European markets Crowded competitors

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Recommendations

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Recommendations

Recommendations

  • Build SK-II a global brand

    • Go to greater Asian market (China, South Korea, Malaysia, Singapore, Thailand)

      • Fashion cues from Tokyo

      • Exact the same products

      • Celebrities in advertising

      • High end

    • Be patient with US / European markets

      • Crowded competitors

      • Less steps in skincare process (localization)

      • Potential growth

    • Keep building the success in Japan

      • R & D

      • Potential growth

P&G Japan: The SK-II Globalization Project


Markets growth rate

Markets Growth Rate

P&G Japan: The SK-II Globalization Project


Recommendations continued

Recommendations - continued

  • Implement O2005 with patience

    • Organization structure for globalization

      • culture

      • processes

      • structure

    • Not to transfer everything to global focus

      • Authorize local marketing plan and budget

    • No push on profit

      • Allow more time, effort, and costs

    • Top executives’ attitude

      • Optimistic & objective

P&G Japan: The SK-II Globalization Project


Alternatives

Alternatives?

  • Stay in Japan?

    • Pros

      • Double sales in Japan next 6 or 7 years

      • Great potential for growth

    • Cons

      • Home market growth had slowed

      • Exploit internal capabilities & external brand image (High cost)

      • Lose international markets to competitors

P&G Japan: The SK-II Globalization Project


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