HIST 284E Lecture Notes - Lecture 4: Shiseido
10 May 2018
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Making China Beautiful: Shiseido & the
China Market Essay
1035 Words Oct 15th, 2010 5 Pages
MAKING CHINA BEAUTIFUL: SHISEIDO & THE CHINA
MARKET
I. Problem The Shiseido company is weak in
understanding the market needs and is looking to create
a strategy that will both increase global market share and
reap success in the high potential Chinese market.
II. Alternatives/Recommendations 1) Invest heavily in
market research section in order to create market-driven
products and services. a. Shiseido needs to consistently
stay one step ahead when it comes to industry trends to
establish itself as a unique brand as opposed to an
imitator. The company is strong in the development of
innovative, quality products, but needs to be able to
attune their offerings to be able to better fit the market. b.
Consumer tastes …show more content…
This channel allows for in-store sampling and sales
consulting which significantly helps to build credibility and
overall sales. iv. Con: This stratification strategy may
take away from the exclusivity appeal of prestige
products. The store may not be in a location where
several different buyer markets are shopping. 3)
Continue strengthening the Shiseido China business
model. e. The Chinese Association of Fragrance, Flavor
and Cosmetic Industry put 2008 total sales of cosmetics
at $19 billion, with a steady average growth rate of 15%
during the last five years which has and will sustain
despite the global economic downturn. f. Shiseido should
continue with a strong devotion and commitment to
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