Shiseido Case Analysis

Problem Statement What commercializeing dodge should Shiseido pursue that will good luck charm to the cultural, social, personal and psychological characteristics of American consumers and therefore increase the clubs treat in the US market? Target Market swelled American women belonging to the high-income earning class Areas for Consideration Strengths: Shiseido is the largest cosmetic manufacturers in Japan Shiseido already has a long history and a well-established image in Japan Weaknesses: The company holds only if 1.3% consider in the US market Shiseido lacks a well-known inwardness brand, which most of American firms possess Opportunities: Americans are beginning to accentuate a return to basic values and a little stressful lifestyle that is in line with Shiseidos well-being entree Consumers are becoming more vigilant and value training much more than promotions Threats: Cultural, social, personal and psychological characteristics of Japanese consumers The forepart pf already established American firms in the cosmetic market Alternatives Alternative I: Pursue the homogeneous marketing strategy in Japan The company would exactly use its 4Ps strategies in Japan to appeal to the American consumers. Thus the company would assign the same products and use the same brand of cosmetics and consequently value them a premium price. It would also try to distribute it by retailers and work out similar arrangements wherein the retailer is to sell only Shiseido cosmetics with the condition that Shiseido would repurchase all unsold cosmetics.



Lastly the company would opt to use standardized promotions, thus only modify its advertisements for language differences.

Alternative II: Develop a all new marketing strategy for the American market In this strategy the company will still produce the same product but will make some modifications in the brand and packaging of the products. These products will be charged at a lower price, since the consumers are beginning to those products, which are in line with their value for money principle. These cosmetics would still be distributed through and through retailers, but the company needs...

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