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Recommendations

Recommendations. Build SK-II a global brand Go to greater Asian market (China, South Korea, Malaysia, Singapore, Thailand) Fashion cues from Tokyo Exact the same products Celebrities in advertising High end Be patient with US / European markets Crowded competitors

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Recommendations

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  1. Recommendations • Build SK-II a global brand • Go to greater Asian market (China, South Korea, Malaysia, Singapore, Thailand) • Fashion cues from Tokyo • Exact the same products • Celebrities in advertising • High end • Be patient with US / European markets • Crowded competitors • Less steps in skincare process (localization) • Potential growth • Keep building the success in Japan • R & D • Potential growth P&G Japan: The SK-II Globalization Project

  2. Markets Growth Rate P&G Japan: The SK-II Globalization Project

  3. Recommendations - continued • Implement O2005 with patience • Organization structure for globalization • culture • processes • structure • Not to transfer everything to global focus • Authorize local marketing plan and budget • No push on profit • Allow more time, effort, and costs • Top executives’ attitude • Optimistic & objective P&G Japan: The SK-II Globalization Project

  4. Alternatives? • Stay in Japan? • Pros • Double sales in Japan next 6 or 7 years • Great potential for growth • Cons • Home market growth had slowed • Exploit internal capabilities & external brand image (High cost) • Lose international markets to competitors P&G Japan: The SK-II Globalization Project

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