Course: Comparative Management

Case Title: “P&G Japan: The SK-II Globalization Project”HBS # 9-303-003

Discussion Questions:

1. Why was SK-II so successful in Japan? How transferable is this success to other countries? Why?Radical change in market research, advertising, and distributionEmphasis on expansion (more product introductions)Adapted to the consumer needs (R&D investment/competitors)In Country Product Development CapabilityMax Factor Acquisition (Cut Down Operations/Products)TV AdvertisingReceptiveness of Consumers (High demand. Japanese were world leading consumer of facial products)Intense focus on delivering consumer value

2. Does SK-II have the potential to become a global brand within Procter & Gamble’s worldwide operations? Why or why not?

Yes, 1. Consumer researchers found that despite regional differences, there was a worldwide opportunity in facial cleansing. GBU

3. Leverage on marketing expertise/knowledge (etc Europe)4.

5. Does O2005 support or impede SK-II’s transfer worldwide? How effective has O2005 been?

6. What should Paolo’s expansion strategy be in rolling out SK-II? Which country (UK, China, or Japan) should he start with? Why? What should be the sequence of countries he should target? Why?

7. Does Jager’s major strategic change make sense? How well has P&G implemented the change?

8. What advice would you give re the design and the implementation of O2005? Why?

Topics: Analyzing transfer of marketing strategy models across international borders; Restructuring international marketing organizations