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Group 2 Ruimeng Yang-Peyton Liang Wang- Fiona Zijiao Wang- Claire Yi Ke - Elaine. History. Shiseido is an old Japanese cosmetic company which is founded in 1872.
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Group 2Ruimeng Yang-PeytonLiang Wang- FionaZijiao Wang- ClaireYi Ke- Elaine
History • Shiseido is an old Japanese cosmetic company which is founded in 1872. • The former Shiseido is a department research pharmacy and invented the first toothpaste in Japan. The cosmetic culture is natural. • With the development of Shiseido, this has been the fourth largest cosmetic company in the world.
Strength • Independent subsidiary brand strategy • Skin culture • Extremely classified their products.
Weakness • Limited in Asia and Japan • Lack of male market
Opportunity • China 1981 • Merge and Acquisition
Threat • Fake Shiseido • Unsafe rumors
Corporation’s current situationanalysis within global market • R&D • Strategy • Threats within global expansion
R&D • Shiseido is one of the world's most powerful cosmetic cooperation in R&D. • Three research centers :France, Japan and the United States. • In October 2006:set up Europe R & D center in France.
Strategy Long-term planning Multi-brand operation. Positioning marketing. Open up segment market. Consummate services. Accurate exclaim. Profound culture.
Long-term planning • The most important way of Shiseido getting into China: Joint venture • Shiseido spent 9 years in China to achieve its investment philosophy .Only after three years it got profits .
Early in the 1960s,in Europe and America markets, Shiseido initially began its overseas expansion • In 1998,Shiseido started its first retail in America, an outlet brand called 5S. • In 2000，Shiseido bought one of France top cosmetic companies called Laboratories of Decleor S.A.
Profound Culture • First, quality. • Second, share . • Thirdly, respect. • Fourth, stability. • Fifth, in good faith
Threats within global expansion • Cost : • In 2006, early-retirement plan brought on a loss of Y30.99billion. Market Channel : Shiseido is not the only one covered to the second and third liner cities
Cosmetic industry analysis • Competitive Environment • Cosmeceutical • Customer Service • The challenge of Shiseido
Competitor Analysis • L’Oreal • P&G • Kanebo
L’Oreal (1907) • Various types of make-ups sold all over the world, and enjoyed wide popularity. • Compare with Shiseido, L’Oreal’s competitive advantage in Europe market
P&G (1837) • P&G company focus on research market to sell their products • Some problems the brand SK-II caused in China.
Kanebo (1887) • Kanebo take an important position in whitening care products’ R & D of the cosmetics industry. • Kanebo brand deliberately stressed their brand of skin care products suitable for the use of Asian women.
Four Risks In The Future • low-grade brand • the disorder management system • low quality human resources • low quality of services
In the short term • Invent more new brand to join Shiseido • Put the products into the cosmetics franchise shops • Shiseido should support its exclusive agency
In the long term • Research and improve the competition • To strength its distribution channels and increased the innovation • Scientific research and development; improve the brand innovation capacity
