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  • Shiseido's China Market Expansion

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    Keyur Sampat
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    The document discusses Shiseido's expansion into the China market for beauty products. It poses questions about defining beauty products, what customers seek from them, the challenges of globalizing the cosmetics industry in the 1960s, how globalized Shiseido's operations are now compared to 30 years ago, the structure of Shiseido's international organization, potential risks of focusing corporate strategy heavily on China, and risks of neglecting other issues by prioritizing the Chinese market.

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    Original Title

    Making China Beautiful

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    The document discusses Shiseido's expansion into the China market for beauty products. It poses questions about defining beauty products, what customers seek from them, the challenges of globalizing the cosmetics industry in the 1960s, how globalized Shiseido's operations are now compared to 30 years ago, the structure of Shiseido's international organization, potential risks of focusing corporate strategy heavily on China, and risks of neglecting other issues by prioritizing the Chinese market.

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    Attribution Non-Commercial (BY-NC)
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    580 views1 page

    Shiseido's China Market Expansion

    Uploaded by

    Keyur Sampat
    The document discusses Shiseido's expansion into the China market for beauty products. It poses questions about defining beauty products, what customers seek from them, the challenges of globalizing the cosmetics industry in the 1960s, how globalized Shiseido's operations are now compared to 30 years ago, the structure of Shiseido's international organization, potential risks of focusing corporate strategy heavily on China, and risks of neglecting other issues by prioritizing the Chinese market.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    Making China Beautiful: Shiseido and the China Market

    1. Teaching Objectives
    To illustrate the origins and dynamics of global capitalism, the identification and
    exploitation of global business opportunities over time, the business challenges
    posed by “foreignness”, and how these challenges have changed over time.

    2. Discussion Questions
    A. What is a beauty product?
    B. What are people buying?
    C. What do you imagine were the obstacles to globalizing cosmetics in the
    1960s?
    D. Is Shiseido more or less “globalized” now than 30 years ago?
    E. What strikes you as noteworthy about the international organization of
    Shiseido?
    F. Does anyone see a downside to betting the company’s future on China? What
    are the risks in China?
    G. What are the risks of being so focused on China that other corporate
    problems are not addressed?

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