Procter and Gamble Japon : le projet de mondialisation du produit SK-II

Étude de cas Économie & marchés Marchés étrangers

Date de publication :

05/02/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

13 pages

Niveau :

expert

Consulté :

5 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

9,95 € Ajouter au panier

Sommaire :

Sommaire

Issues faced in the internationalization
1. A structure and a culture that prevent the quick spread of innovations
2. The Japanese Failure
Can SK-II become a global brand?
1. SK-II concept and the reasons of its success
2. SK-II international potential
Dramatically different opportunities to develop SK-II further
1. Developing further in Japan?
2. Going into China to benefit from its growth?
3. Some opportunities in Europe?
4. What are the most important markets to enter?
How does SK-II development fit into P&G global organization?
1. An organization dedicated to high-volume products
2. A valuable asset for Procter and Gamble
3. Adapting O2005 to higher end products
A strategy for SK-II

Résumé :

procter and gamble have been operating internationally for decades.
As we can see, there had been a fast development during the 50's and the 60's. Then, the internationalization process stagnated during the 70's. A second wave of development occurred in the 80's. It can be explained by the collapse of the Communist system and the opening of new markets. However, we can expect that internationalization opportunities will rarify in the XXIst century. Thus, P&G have to find new prospects for growth.
This is also illustrated by their financial results.

It is interesting to notice that at the beginning of the 80s, as P&G internationalization was experiencing a slowdown, the sales increase was quite slow, and the result was stagnating. There is a similar phenomenon at the end of the 90s, and this might be related to a decrease in the internationalization opportunities for procter and gamble.
They entered the Japanese market in 1972 and experienced at first an incredibly sharp failure. Nevertheless, one of heir brands proved very successful, which is positioned as a luxury skin-care brand.
The firm is now wondering whether to transform SK-II into a global P&G brand and to expend it into new areas such as China and Europe.
First, we will detail the various problems encountered by the firm globally and during the entry in Japan. Secondly, we will deepen this analysis so as to check the past mistakes and use them to explain the success of SK-II. This will lead us to the diagnostic of the brand and its potential for a global growth. In the third part, we will study the positive and negative aspects of an implementation in China and/or Europe and finally, we will formulate a recommendation between these two zones, with the aim to improve the performance of P&G luxury and international operations.