P&G Sk-Ii Globalization Project

In: Business and Management

Submitted By NachoMGA
Words 833
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¿Tiene el producto SK-II el potencial suficiente para convertirse en una marca global de las operaciones internacionales de P&G?

Para poder valorar si la marca SK-II tiene el potencial de internacionalización suficiente he estructurado mi argumentación empleando una matriz DAFO, en la que el objeto del análisis interno será la propia marca SK-II; y el análisis externo englobará tanto las capacidades y limitaciones de P&G como los drivers y barriers que definen el sector del cuidado de la piel y los cosméticos.

Fortalezas [de la marca]
 Producto con un alto margen de beneficio
 Producto de alta calidad y gran innovación, que es percibido por el cliente (confirmado por las mujeres japonesas que son, probablemente, las consumidoras más exigentes del mundo en este sector)
 La marca cubre una necesidad potencial de los consumidores
 Éxito previo de la marca en diferentes mercados asiáticos: Japón, Taiwán y Hong-Kong  P&G puede explotar ese éxito en el resto del mundo
 Oportunidad para ampliar la línea de producto (extensión de la marca) y para innovar en el servicio (los Beauty Innovation Systems-BIS) ofreciendo un valor añadido para los clientes

Debilidades [de la marca]
 Producto de lujo con un precio muy elevado  lo que puede suponer un ennichamiento de la marca en segmentos pequeños de mercado
 Producto difícil de usar (6-8 pasos) que requiere de un entrenamiento previo del consumidor
 Bajo “Brand awareness” a nivel mundial (exceptuando Japón)
 Dificultad para trasladar ese valor añadido percibido a la sociedad occidental
 La implantación de determinados servicios de valor añadido (“prescriptores” de la marca, análisis de la piel en la propia tienda, etc.) suponen un coste elevado

Oportunidades [ventaja competitiva de la empresa y drivers del sector]
 P&G cuenta con imagen y reputación corporativa positiva en todo el mundo
 P&G…...

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