Mary Kay Cosmetics: Asian Market Entry Case Study International Marketing 466 Curran Dandurand, the senior vice president of Mary Kay Cosmetics Inc.’s (MKC) global marketing group is considering how to expand the company’s international operation. She is debating which elements of MKC’s culture, philosophy, product line, and marketing programs might be transferable both in general and in particular in respect the China and Japan, two major Asian markets in which MKC does not have
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901 27/May/14 Case Summary: Mary Kay Cosmetics (Asian Market Entry) In February 1993, Curran Dandurand who was senior vice president of Mary Kay Cosmetics Inc. found out that though MKC has sold its products outside the USA for 15 years by 1992, the international sales only take 11% of the $ 1 billion total. The data showed that one of its main competitors, Avon, its Products Inc. take over 55% of its $3.6 billion sales from international market at that time. Mary Kay Cosmetics Inc., which is
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Alima Shamuratova Mary Kay Cosmetics: Asian Market Entry Q1. First, choosing between China and Japan Mary Kay Cosmetics (MKC) management need to focus on profit and financial performance. This is the main objective for every company. Japan market is saturated and if MKC go to this country, it will start bringing profit in 4-5 years. Thus, it will take more expenses. Chinese market is not saturated, there a few foreign competitors and it allows to think that Chinese entry brings profit earlier
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SWOT Pointers STRENGTHS 1. Kopitiam offers a conceptualized diner that sells a wide variety of Asian Cuisines 2. Flexibility in layout and operations enables Kopitiam to adapt to consumers’ ever-changing needs. i.e. adding a stall for a new variety of food if it is in demand 3. Strong marketing team ▪ Kopitiam has successfully penetrated into Shanghai, China market in December 2003, with a second outlet set up within a month’s time 4. Competent in managing diverse
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evaluate the strategies used by the company to internationalize. Since its foundation in 1942, Asian Paints Limited, an Indian chemical company headquartered in Mumbai- India, has come a long way to become India’s largest paint company with a turnover of 10 billion pounds. The company operates in 17 countries and has 25 paint manufacturing facilities around the globe servicing consumers in over 65 countries. Asian paints has always been a leader in the paint industry, pushing new concepts in India like
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According to (Niche n.d.) 5% of undergraduate students are Asian, and 23% of graduate students are Chinese. According to USA.com, Newark has ranked the 3rd place of Chinese population in Delaware, which is 3.5% of 31,454 individuals(U.S.A.com, n.d.). According to the research, it shows the demand of Chinese food is considerable, and there are approximately 8 Chinese restaurants in University of Delaware area (yelp n.d.), but none of them are truly authentic Chinese flavor. The “Wheaten Food” will
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Asian Paint is one of the leading companies in India. The company want to lunch the new product called Royal Play. The company has decided various planes for promoting the product. The various functions relating to the marketing plane is as below. 2.1 Current Market Situation Asian Paints is India’s largest paint company and Asia’s third largest paint company, with a turnover of Rs 66.80 billion. The group has an enviable reputation in the corporate world for professionalism, fast track growth
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BU Y 15 April, 2008 Key Data CMP Target Price Key Data Bloomberg Code Reuters Code BSE Code NSE Code Face Value (INR) Market Cap. (INR mn.) 52 Week High (INR) 52 Week Low (INR) Avg. Daily Volume (6m) APNT IN ASPN.BO 500820 ASIANPAINT 10.0 113,372.6 1,319.95 751.0 41,654 (INR) 1200.0 1419.0 Asian Paints Limited Introduction Asian Paints Limited (APL) incorporated in 1942 ranks among the top ten decorative paint companies in the world. It has presence in decorative and industrial coating segment
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as a(n) _____. A) market segment B) subculture C) ethnic group D) reference group E) subgroup Answer: B Page: 158 Difficulty: moderate 3. Many companies develop special marketing mixes for a segment of a larger culture whose members share distinguishing values and patterns of behavior. These segments are known as _____. A) subsegments B) subgroups C) secondary markets D) subcultures
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customers to the flavored cigarette market. This young adult market is lucrative however focusing on specific subcultures within the market provides additional opportunities. The African American subculture, the Hispanic subculture and the Asian subculture are emerging multicultural markets with cultural and cross-cultural differences that must be explored by marketers. The United States is more ethnically diverse than ever before. The emerging multicultural markets offer opportunities for marketers
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