Mary Kay Cosmetics : introduction sur le marché asiatique

Étude de cas Économie & marchés Marchés étrangers

Date de publication :

05/02/2009

Langue :

Français

Format :

.doc

Nombre de pages :

12 pages

Niveau :

expert

Consulté :

0 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

9,95 € Ajouter au panier

Sommaire :

Sommaire

Issues faced in an early internationalization stage
1. Threats on the domestic market
2. MKC's international difficulties
3. US competitors' success abroad
From random and inefficient development to a well-defined worldwide strategy
1. Learning from the past internationalization
2. To make up a global strategy
The two Asian giants
1. Japan: a contrast between the global strategy and the market structure
2. China: the starting point for a new global strategy?
How to Enter the Chinese Market?

Résumé :

mary kay cosmetics is an American based company marketing skin care products and makeup through direct selling using the party plans method. The firm is facing concerns about its internationalization and in order to not lag behind its competitors, top managers are wondering which strategy to adopt.
First, we will detail the various problems encountered by the firm in its home market and abroad and how they relate together. Secondly, we will deepen this analysis so as to check the past mistakes and use them to establish a new global strategy for the firm.
In the third part, we will study the positive and negative aspects of an implementation in China or Japan and finally, we will formulate a recommendation and a choice between these two Asian countries with the aim to improve the performance of MKC international operations.