The domestic share was steadily declining, and the budgets for R&D and marketing were decreasing. These past few years, however, Shiseido seemed to lose sight of their own path. Shiseido is not a company preserving its 145-year legacy, but a company possessing the ability to reform itself constantly within the changes in the environment surrounding it. Without such dares, it would not survive for 145 years. Shiseido began as the first western-style pharmacy in Japan and has been stunning people by highlighting healthy tanned skin in advertising or starting men’s cosmetic products. This is what Japanese companies have been pointed out to be insufficient for globalization nowadays. In establishing a subsidiary company which conducts planning, developing, and sales of fragrances in France, the home of fragrances, Shiseido did business in French way. Shiseido started overseas businesses earlier on and established the first sales base in Taiwan in 1957. Shiseido was ranked as the world’s fifth Cosmetic manufacturer in 2015, but it was the result of successive management executives’ “foresights,” rather than an aimed result. It does not mean aiming at some sort of position, for example, establishing the position of the world’s leading companies, in 2020. Would you please tell us what this change aims at?Īoki: “VISION 2020” aims to regain the original stance of Shiseido. Kashima : I think “VISION 2020” which Shiseido announced in 2014 is a revolutionary change to review how the entire group of Shiseido should be.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |