P & G Japan: The SK-II Globalization project - Essay Example

De Cesare will therefore analyze the opportunities that are within the Chinese market and each of its market segments for SK-II. Furthermore, de Cesare will analyze the Western market specifically in Europe for a comparative evaluation of the opportunities therein as compared to the Chinese market. The market analysis will also include the threats within each of the markets and the weaknesses that the brand is likely to have within the market when compared to competing brands. Market analysis for product expansion involves the determination of market size and the costs associated with marketing communication and promotion of the product (Trade Finance 1).

In this regard, de Cesare will analyze the potential markets for SK-II and determine the relative size and the differences in marketing costs. Market price and consumer behavior are other elements of market analysis that de Cesare must conduct before tabling his recommendations to the GLT. The factors which Paolo de Cesare will consider in his market analysis include market factors such as opportunities and consumer behavior. In addition it is argued that the competition within a specific market is an important factor which must be considered before recommending entry into the market (Egelhoff 37).

Legal and political factors such as the government legislation on foreign investors in cosmetic products must be considered by de Cesare before drafting his recommendations. Furthermore economic factors such as taxation policies must be measured before recommending entry into the potential market (Trade Finance 1). Paolo de Cesare is also obliged to put the cultural factor into consideration because it defines the attitude of the market to the cosmetic brand. The Potential of SK-Ii in the Global Market SK-II has a good potential of becoming a global product.

This is due to the fact that “despite regional differences, there is a worldwide opportunity in facial cleansing” (Bartlett 8). Moreover SK-II had succeeded in Hong Kong and Taiwan with intentions of expanding into Malaysia, Singapore and South Korea. It is also postulated within the case that SK-II’s “home market growth had slowed” but regardless of this, there is international success (Bartlett 10). This demonstrates the potential that the brand has for growth in foreign markets. The market opportunities such as application of proper marketing strategies also disclose the potential which SK-II has for becoming a global product.

For example culturally acceptable marketing approaches are likely to lead to the growth of the product within foreign markets and make it a global product. Furthermore there are a variety of market segments within the global markets reflect the potential that the SK-II has for growth into a global product. Effective market entry strategies contribute to the success of brands in developing into international markets and their segments (Egelhoff 37). The Market Option The Chinese market option is more appropriate for SK-II.

Firstly “China is widely predicted to become the second largest market in the world” (Bartlett 10). Secondly, the Chinese market has the wealthy China market segment into which the product can penetrate. The entry of the brand into this market segment will enable it to achieve success in the market by countering the low priced local cosmetic