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P&G JAPAN: THE SK-II GLOBALIZTION PROJECT
1. Problem Identification:
Should it take its SK-II brand global?
o Which Markets were the most important to enter?
Important differences between Japanese Chinese and European market.
How this plan should be implemented?
This would be the first time ever that they had taken a Japanese brand worldwide
Organizational Restructuring.
o This reorganization was a long term plan (Started before 1999 and was planned to be finished in 2005)
o Everyone was just learning their new roles in this management structure.
o Essentially, they had been growing internationally for three-quarters of a century.
2. Analysis:
P&G struggled greatly in Japan: Failed to see the very demanding needs of the consumers and had underestimated their competitor's ability to innovate. They had also not adapted to complex distribution system. Decided that Japan needed a very heavy R&D......
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