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A case study on Shiseido with a deep dive into the future of the Indian beauty market
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| 3.84 MB | Adobe PDF |
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The case study allows students to understand and analyze the beauty market dynamics and
industry trends. Emphasis is placed on Shiseido, the leading cosmetics company in Japan, which
is confronted with the consequences of the pandemic and opportunities due to changing
customer preferences. Students will examine Shiseido's recent challenges in its Japanese
business and explore the opportunity to enter the wellness market in Japan to accelerate growth.
The individual part assesses the future of the Indian beauty market based on four scenarios and
provides strategic recommendations for global beauty companies aiming to gain market share.
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Beauty industry Market entry Wellness market Japan Growth strategy Scenario planning India