Contents 1.0 Introduction 2 2.0 New Product Development of SK-II 3 2.1 Strategy 3 2.2 Idea Generation 4 2.3 Screening 5 2.4 Concept development and testing 6 2.5 Business analysis 7 2.6 Product Development and Testing 8 2.7 Test Marketing 8 2.8 Commercial and launch 9 3.0 Critical Issue of SK-II 9 4.0 Conclusion 10 References: 12 1.0 Introduction The Procter & Gamble Company (P&G) is the world's top manufacturer that produces of household products courts market
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In recent years Paolo de Cesare was very successful at the head of the European and Japanese Max Factor divisions, but the idea of taking the SK-II that was so successful in the Japanese market global is very risky. Up until the 1980's, P&G Japan was only a minor contributor to the P&G international growth. In 1985, Durk Jager found that the key reasons for the failure lied in the fact that they had not recognized the distinctive needs of the Japanese consumer. Over the next four years under his
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1. SK-II have the potential to develop in to a major global brand? * Priced at over $100 a bottle * Not a typical P&G product but its successful introduction in Taiwan and Hong Kong * Paolo thinking the brand has global potential. Paolo should consider: 1. Organize the Company Along Product Lines not Geography 2. Continue to be the Technology Leader 3. Roll Out to Other Asian Countries 4. Sell off the SK-II Product Line (SK-II had the potential to be a global brand even though
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CASE STUDY ANALYSIS OF P&G: SK-II GLOBALIZATION PROJECT FOR: Professor Howard Kupferman Written by: Andres Torres Procter and Gamble Case Study Analysis Actors: 1. Alan Lafley: Head of P&G Beauty Care GBU 2. Paolo de Cesare: President of Max Factor Japan 3. Durk Jager: P&G CEO 4. GLT: Global Leadership Team (made up of business GM’s of crucial MDO’s, people from R&D, consumer research, product supply, HR, and finance). Chaired by Lafley. INTRO: In this
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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
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1. Philips is an electronics company that focuses on a wide array of electronic related goods since its early beginnings with light-bulbs in 1892. However, the journey of being a leading consumer electronics company didn’t go without a few bumps on the road that leads it to its prominence. In relation to the question, Philips became the leading consumer electronics company in global terms due to its decisive attempt of organizational development. In order to be very competitive, strong research
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CSR을 통한 기업 Image 제고 (Corporate Social Responsibility) SK경영경제연구소 경영연구실 2003. 11. 4 CSR을 통한 기업 Image 제고 _구영모/ 최우혁_2005-01-06 Executive Summary ¶ 기업의 사회적 책임(CSR:Corporate Social Responsibility)은 “기업의 발전과 사회의 발전을 동시에 이루기 위한 기업의 노력” 으로 정의되며, 그 실행범위는 윤리경영에 사회공헌을 더한 것으로 이해할 수 있음. ¶ 그러나, 한국적 경영환경의 영향으로, 한국 기업들은 그 동안 윤리경영의 실질적인 추진이 불가능하였고, 결국 CSR 활동이 불균형 상태로 운영되어 왔는바, 이러한 경영관행은 장기적으로는 기업 Image제고에 악영향을 미칠 가능성이 큰 것으로 판단됨. ¶ SK는 SK사태로 인하여 기업 Image가 하락하는 등의 피해를 입기는 하였으나, 오히려 상대적인 투명성이 개선되는 등 CSR을 본격적으로
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worked for SK research arm she was the only woman who’d worked for the company. Choi believed that the company didn’t recognize nor did they utilize her talent. So, Choi demonstrated her talent by creating and conducting a yearlong study recommending the company to modify their policy permitting subscribers to use any wireless portal. Choi proposal was denied, but she didn’t give up she was consistent, dedicated to her vision, and convincing. In the end SK adopted Choi’s policy, and SK quickly
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SK Telecom: Pursuing Happiness through Corporate Social Responsibility Case summary: SK Telecom was founded in1984 and introduced the first car phone and mobile paging services in Korea. Since then it has been known as the largest Korean mobile communications company and for a series of technological innovations. SK Telecom created a dedicated Corporate Social Responsibility (CSR) function to manage SK Telecom and SK Group’s corporate community involvement programs. They believed good CSR contributed
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South Korea: Korea regained its independence following Japan's surrender to the United States in 1945. After World War II, a Republic of Korea (ROK) was set up in the southern half of the Korean Peninsula while a Communist-style government was installed in the north. During the Korean War (1950-53), U.S troops and UN forces fought alongside soldiers from the ROK to defend South Korea from DPRK attacks supported by China and the Soviet Union. An armistice was signed in 1953, splitting the peninsula
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