P&G Japan: The SK-II Globalization Project - Case Study Example

P&G Japan: The SK-II Globalization Project The P&G Company is one of the multinational firmthat is experiencing different market situations in three global market of their product SK-II. The first market under deliberation is Japan. The product is said to have entered the country and after a couple of years, the response have been very discouraging (Bartlett). One of the major reason for the failure is that the company did not consider the culture of the women, who are the main user of the product, when initiating the program.

It is said that the product provided a washing area that provided warm water while washing. In regard to this, the Japanese women are said to have a culture of washing their garments in tap water. Therefore, the company lacked the skills to investigate the market before settling in the nation. Paolo De Cesare should recommend to the GLT a research performance in the country so that goods can be competitive in the market. The company still have an opportunity to into the large market of the beauty product given that the Japanese women the world’s largest users of the beauty product.

Paolo De Cesare need to direct GLT Company to invest in the Japanese technicians. The investment will ensure that the company products will meet customers needs. The Chinese market takes another aspect altogether. The people of the republic of china are known for their attraction towards cheap quality goods (Bartlett). The country is one that have a particular characteristic of manufacturing quality but relatively cheap goods. The company is seen to have got a better segment of the market in the nation (Bartlett).

This follows to the huge profit that the company was accruing for some years that it has practiced its business in the country. However, the huge customs duty that the government is posing towards the imports may ruin the activity of the firm in the country. Paolo De Cesare needs to give an opinion that the product be manufactured in the country instead of importing the already made product into the country. A research activity on the production need to be carried out in the country. The product also needs to be re-branded with a name that is attractive and associated to the Chinese culture.

The United Kingdom market is a unique fair in terms of the merchandise (Bartlett). Women in the United Kingdom are described as those who value quality rather than the cost of the item. Since the consumers are valuing the quality of the product, there is an outright presence of the customers in the market (Bartlett). The question that arises from the situation is, how will the company convince the customers that their product is the best? The activity may be very strenuous and might take a lot of time to venture into the market.

Once the consumers have accepted the product, the company will be assured to make a profit from the sale of SK-II. Therefore, Paolo De Cesare need to advise the GLT to invest in the research that will lead to the provision of the quality SK-II product into the market. They need to make sure that they have noticed that ingredient that will make the product look attractive to the consumers.Market research is necessary to any company, whether multinational or locally producing goods for consumption.

The research need to give the company the idea of the compartment of the customers (Bartlett). Therefore, the company will strategies itself on the production criteria that will meet the needs of their customers.Works CitedBartlett, Christopher A. P&G Japan: The SK-II Globalization Project. 03 March 2004. 11 November 2014.