Mary Kay Cosmestics: Asian Market Entry

Harvard Business School 9-594-023 Rev. July 26, 1996 Mary Kay Cosmetics: Asian Market gateway In February 1993, Curran Dandurand, aged(a) vice president of Mary Kay Cosmetics Inc.s (MKC) world-wide merchandise group, was reflecting on the companys global operations. MKC products had been exchange immaterial the United States for over 15 years, provided by 1992, ecumenic sales represented only 11% of the $1 gazillion total. In contrast, one of MKCs U.S. competitors, Avon Products Inc., derived over 55% of its $3.6 meg sales (at wholesale prices) from international grocerys in 1992. Dandurand wondered how MKC could expand international operations and which elements of MKCs culture, philosophy, product line, and trade programs were transferable. She wanted to square get through the critical success factors for MKC internationally and establish a selling strategy for future international expansion. Specifically, she was currently evaluating devil commercialise entry opportunities: Japan and China. The first was a mature unless compensable market where cosmetics marketing and direct marketing were well-known(a) and accepted. The second was a rapidly growing and changing but relatively secret market with substantially lower mortal purchasing power.

The Cosmetics and lead Selling Industries In 1992, worldwide sell sales of facial nerve treatments and color cosmetics products exceeded $50 one thousand thousand, with the United States explanation for $16 billion. The conduce four companies in the U.S. cosmetics market in 1992 were Procter & Gamble with $4.3 billion cosmetics retail sales, Estee Lauder, Avon, and Revlon. LOreal, a sub sidiary company of Nestle, henpecked the wor! ld market with $5.9 billion in retail sales, followed by Procter & Gamble, Avon, Unilever, Shiseido, Revlon, Colgate-Palmolive, Estee Lauder, SmithKline Beecham, and Gillette. Retail sales by the U.S. direct selling cosmetics exertion were estimated at $5 billion in 1992. Cosmetics companies employ two approaches to direct selling: the...If you want to get a practiced essay, order it on our website: OrderEssay.net

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