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Transcript of Case08_Group06
The SK-II Globalization Project
SK-II's marketing strategy according to the needs of different country consumers.
elements of design/function/packaging
Five strategies when manufacturers enter the international market:
exporting: high import duties
licensing&franchising: outflow of formulations
wholly owned subsidiary: time and cost
enter China and make SKII brand globalization
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?
influence foreign enterprise much.
Ex: China government took
35% to 40%
import duties from SK-II
Local culture differences
to keep their original competitive strength
may affect price strategy
-->the price in new market would be different from home country
Does SK-II have
the potential to become a global brand
within Procter& Gamble’s worldwide operations? Why or why not?
a. P&G’s huge funds
b. Pitera, SK-II’s business secret
-->make SK-II successful to enter
Which of the three market
option should Paolo de Cesare recommend to the GLT?
do you expect to gain? What
do you see?
owing to the following analysis.
How should he
your recommended option?
What are the
for P&G's new post-
support and/or resistance
do you expect?
THANK YOU FOR YOUR ATTENTION