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> Shiseido: Reinvesting in Brand

商品編號: 9-519-026
出版日期: 2018/12/04
作者姓名:
Avery, Jill;Sato, Nobuo
商品類別: Marketing
商品規格: 22p

再版日期: 2019/11/18
地域: Asia;Japan
產業: Cosmetics;Retail & Consumer Goods
個案年度: 2014 -  2018

 


商品敘述:

Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO''s VISION 2020 plan, centered on four strategies: 1.) increasing R&D spending from 1.8% to 3% of sales, 2.) investing an incremental 120 billion in brand-building marketing, 3.) moving to a ""think global-act local"" matrixed brand management structure, and 4.) rethinking brand portfolio strategy, be enough to achieve aggressive 8% per year sales goals while simultaneously increasing the company''s operating margin from 8% to 10% in the highly competitive and slow growing beauty industry?


涵蓋領域:

Brand management;Brand portfolios;Brand value;Branding;Brands;Communication;Global brands;Marketing;Marketing strategy;Strategy;Turnarounds


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