Essay on P&G Japan: the Sk-Ii Globalization Project

Words: 1692
Pages: 7

1. As Paolo DeCesare, what factors do you need to consider before deciding what to recommend in your SK-II presentation to the global leadership team (GLT)? What kind of analysis will you need to do in preparing for that meeting?

There are many factors that need to be considered when deciding recommendations to the GLT of SK-II.

Being that this is P&G’s first proposal to build a Japanese brand worldwide, it is important to take into consideration different cultures than of the consumers in Japan.

Since 2005, P&G's global organization has been in the middle of a restructuring program, which can sometimes cause a disruption to the normal functions of the company.

Local managers resisted the surfacing of new products based on the
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Keep in mind that the cost of a market expansion might be more than diversifying, or creating, a product. The basics of the product can be revised by adding different options: anti-aging, anti-whitening, etc… The technologists and marketers in Japan work jointly to increase the accuracy of a skin’s diagnosis. Japan has a rich market where SK-II shows success. To innovate and add greater service, SK-II has potential to grow even more in Japan. However, trends from the past few years show the growth rate has matured. Therefore, a brand restructure may not garner attention from its customers.

I would strongly suggest that P&G move forward with DeCaesare’s option to introduce SK-II into China. The Chinese market promises a significant potential for profit, being that the brand is already well received in similar regions of Hong Kong and Taiwan.

The affluent Chinese consumers could likely share a similar outlook regarding skin care. It would be advisable to test SK-II practicability as suggested by Ram. P&G could even try experimenting with a few counters in Shanghai, and if successful, move the brand to other urban areas. The introduction of SK-II in China would be an opportunity to tap into a large market that has the potential to increase the company’s profits, also allowing P&G the opportunity to learn how its products operate in a large developing country. By using China’s developing economy, P&G would garner marketing skills along with other valuable knowledge