SK-II Globalization Project.docx - 1 A Report of SK-II...

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A Report of SK-II Globalization Project
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Introduction
Strategic competitiveness is accomplished when an organization fortunately composes and
executes profitable strategy. In relation to the organization environment, strategy dictates the
goals and objectives of the organization. Strategic management is the exercise which the
management decides long-term plan of the firm. Managers are expected to produce positive
outcomes.
The SK-II Globalization Project fundamentally scrutinizes if P&G will make the SK-II produts
international brands. The report studies the evidence that De Cesare who will be taking over
Max Factor Japan as it's president will take the brand further to Chinese market or in the Europe
one or still remain in Japan. This report will cover SK-II , global business unit of P&G
Company which was begun in Japan and expanded later to the rest of Asia.
Value proposition
A value proposition is an assurance of product or service value announced by a firm that
simplifies it's importance and why the consumers should order it. The value proposition is
critical component of an organization marketing strategy. It is used to control sales and creating
customers loyalty.
The management of SK-II used famous Japanese actress for television advertisement whom
influence a lot of Japanese women to use SK-II beauty products. The campaign for consumerism
of SK-II product spread to Hong Kong and Taiwan through loyal customers. The management
had adopted value proposition as a marketing strategy for SK-II beauty products.
Design
Design strategy involves the planned thinking of a business strategy to the demands of the
consumer in order to produce the best productive brand. This strategic thinking entails the whole
organization making a long-term achievement through innovation at the consumers. It also solves
problems inside and away from the executive environment.
By far, in the world, Japanese women were the most consumers of beauty products therefore the
management assigned Max Factor Japan the duty of the innovation. The company came up with
Lipfinity , a durable lipstick which became a brand. Lipfinity within six months became a brand
in Europe and United States.