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 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.

SWOT

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 situation analysis 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

Recommendation

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

Conclusion A high reputation Have a better market share

Thank you for listening