Product Expansion and Concentration in Japan
In terms of market potential, Japan is a significant market for prestige cosmetics next to the United States. This market is clearly critical for P&G’s strategic expansion plans in Asia given that the company’s Max Factor brand has barely cracked the $10 billion Japanese beauty market. (Bartlett, 2004, p. 9) Likewise, strengthening the SK-II brand in its domestic market is imperative in its international success. […]