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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： 21p 再版日期： 2020/10/01 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
相關資料：
Case Teaching Note, (5-520-116), 24p, by Jill Avery
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