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Shiseido is a Japanese company founded in 1872 by Yushin Fukuhara and was at the beginning intended at the pharmaceutical sector Since it has become leader in cosmetic Japanese market but the market has been spiced with the introduction of foreign competitors like Max Factor The company has had difficult period like in 1987 six percent decrease but has always found solutions and thats why for example the company had to rethink its marketing strategies The agreement with Johnson and Johnson is just an answer of a number that are being made to improve its position There are also opportunities for the Shiseido to invest in other markets such as a mens product range and also the foreign market The company proposes a large range with three principal categories -Cosmetics6166474 of sales -Toiletries6166416 of sales -Others6166410 of sales With the long term project Shiseido identified three goals technological excellence diversified operations and customer satisfaction Well see in this case the current situation of Shiseido and its possible opportunities in term of market distribution and exportation but on the other hand well see few weakness of the company 1 What are the strengths weakness opportunities and threats for Shiseido Strengths 61662Leader on the domestic market of cosmetics in terms of revenues and market share 61662Shiseidos sector of RD is very complete and at the top of technology 61662Shiseido propose products for all types of demand with its inexpensive Cosmenity line and its other brands lower end of the market they have a very large range about 3000 products 61662Establishment of its chain store system which permit to control a lot of things in the shop merchandising sales corner development 61662Shiseido currently represented by 17 subsidiaries and more than 8700 outlets in 69 countries 61662Shiseido introduces at least one new product to the domestic market each month and tries to span the entire market 61662They
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