Shiseido

chalenges

Would the voluntary shop stuff work?

Certainly a strong point of shiseido is it perseverance and the fact that it acknowledges the cultural differences between the different nations. However it seems the homework isn't always done properly and this information is often only recognised after the entrance in a new country (eg. In france they only later realised that the Make up was moreimportant than the skincare).

Untill now by responding reasonably quick they corrected these issues rapidly, not leaving to much damage. In an extremely fast growing market as China more has to be investigated in advance.

Saito, an engineer by training, focuses a lot on the quality of the product and the research and development, to allow china to become a success all aspects of the value chain have to equally strong, and certainly the operational side of the business. Clearly Saito recognises that the service to the end customer is important for a brand like Shiseido.

A more focused approach with less products initially might benefit the overal profit of the none domestic bussiness. Improve the quality of the complete chain upto the end customer with limited producs and better trained personell initially, afterwards when the market responds to certain products new products should be added.

To insure the quality upto the final customer Shiseido has to be able to control the completre chain. Not ....