IM0506-BestPracticeCaseP_GJapan

IM0506-BestPracticeCaseP_GJapan - The SK-II Globalization...

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P&G Japan The SK-II Globalization Project Executives Krivec, Jacklin Merkel, Jan Oshima, Yoshiko 29th of November 2005 International Marketing Department of Marketing III Prof. Dr. Sabine Kuester The SK-II Globalization Project
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2 The SK-II Globalization Project Agenda ¬ Introduction and Problem Definition ¬ Situation ¬ Country selection 1 Country identification 2 Preliminary screening 3 In-depth screening (SWOT) 4 Final selection (Portfolio) ¬ Globalization strategy ¬ Implementation ¬ Forthcoming analysis
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3 The SK-II Globalization Project ¬ Launched succesfully in some Asian countries (export sales of $69 m.) Introduction and Problem Definition Æ Transfer of SK-II business model to other countries possible? Æ Is SK-II ready to become a global brand?
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4 The SK-II Globalization Project ¬ Total sales $38 billion (1999) ¬ Global company – geocentric orientation ¬ Euro Brand/Technical Teams ¬ Strategy – Innovation of products with a global scope – Extension of global products with minor local adaptations ¬ Entered in 1972 ¬ Strong competitor ¬ 1997: turnaround (cosmetics) ¬ Source of innovation (Lipfinity, technology centers)
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5 The SK-II Globalization Project Organisation 2005 ¬ Risk loving culture ¬ Global budgets ¬ MDO‘s ¬ 7 GBS ¬ 7 GBU‘s (profit responsibility) Globalization advantage ¬ Innovation ¬ Simple ressource allocation ¬ Local adaptation ¬ Coordination of transactional activities ¬ Reduced bureaucracy ¬ Efficience O2005 supports the global focus of P&G
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6 The SK-II Globalization Project SK-II Business Model Product ¬ High quality ¬ Nobel packaging ¬ Complex usage ¬ High class brand Place ¬ Beauty counselors ¬ Special stores Price ¬ High price ($120) Promotion ¬ Mystique of special ingredient „pitera“ ¬ TV commercials ¬ Testimonials Target segment: wealthy women above 30
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This note was uploaded on 05/12/2011 for the course NI- 101 taught by Professor Bank during the Spring '11 term at Buena Vista.

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IM0506-BestPracticeCaseP_GJapan - The SK-II Globalization...

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