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Shiseido Marketing in China

In: Global Business Strategy

Author

Listed:
  • Kazuyuki Motohashi

    (The University of Tokyo)

Abstract

Shiseido is a leading Japanese cosmetics manufacturer that has been in operation for more than a century. With growth in domestic and international markets, specially those of emerging nations such as China, international development within the cosmetics industry is growing in importance. In Shiseido’s mid-term management plan covering the 3 years between 2011 and 2013, the company continued to strive toward its goal of being a “global player representing Asia with its origins in Japan.” The company outlined four growth strategies: the “global megabrand” strategy, the “Asia breakthrough” strategy, the “new frontier” strategy, and the “customer first” strategy. These strategies state that China’s market will receive top priority as engine of growth, where significant management resources will be invested.

Suggested Citation

  • Kazuyuki Motohashi, 2015. "Shiseido Marketing in China," Springer Texts in Business and Economics, in: Global Business Strategy, edition 127, chapter 10, pages 155-171, Springer.
    • Handle: RePEc:spr:sptchp:978-4-431-55468-4_10
    DOI: 10.1007/978-4-431-55468-4_10
    as

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