메리케이 화장품회사의 글로벌 마케팅 전략 사례 분석 (일본, 중국)

목차

1. Generalities
2. Problematic
3. The company
4. Chinese and Japanese Market
5. Objectives and evaluations
6. Marketing Plan

본문내용

Economics datas : cf exhibit 1
-> ¾ sales in skin care & glamour (table A p191)
Repetitive person-to-person metho : salesperson regularly visit customers in tekir homes and sold products one to one

Party plan : salesperson present and sell products to a group of customers attending a « party » in one’s customer’s homes

<중 략>

Japan, party plan pioneered by Tupperware successful
1993 = opportune time to launch Japan : more demand for part-time employment, women wish activities outside the house
1992 = over $1 million invested in preparing to enter the Japanese market
Common ingredients approved for use in cosmetics outside Japan prohibited by Ministry if Health => require reformulation of most products
Since 1992, end of manufacturer’s control ovr the prices at which their products were sold by retailer

참고 자료

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