P G ,SK-II,bbq,브랜드마케팅,서비스마케팅,글로벌경영,사례분석,swot,stp,4p

Strategic Management
Case Study
P G Japan, SK-II
Contents

Case Summary (P G Japan)
-Introduction of P G
-Failure and Success
-Globalization and Suggestion
Korean Case : BBQ
-Introduction of BBQ
-Strategy in globalization
-Recommendation
Q A
About P G
P G’s Global Strategy
Overseas Division(1984) drove rapid expansion
Europe, Latin America and Asia’s 27 countries: $11 billion worldwide sales in 1980
Country General manager(GM) : each counter runs by expertise of local market
Problems
1. Cost limits profits: local product development costs
2. Delay of release new product
Founded in 1837 by Proctor and Gamble
Product: Consumer Goods ( detergents, diaper)
Introduction of P G

Early 90’s:
Eroding Performance
1985:
Developing Program
1989:
Market Expansion
1. Entering Japan Market
Accumulated Loss
2. “Ichidai Hiyaku”
: the developing program
Importance of Product Development Capability
and R D
270% increase in sales
....

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