What Sephora missed in launching the Japanese market ?

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WHAT SEPHORA MISSED IN LAUNCHING THE JAPANESE MARKET?

Résumé du document

Présentation PowerPoint en anglais sur l'entreprise Sephora et son implantation au Japon.

Extraits

[...] Its web site, Sephora.com, is the largest and most diverse online beauty site on the Internet. < number > B. KEY SUCCESS FACTORS INTRODUCTION < number > C. SEPHORA LOCATION INTRODUCTION More than 560 stores across Europe, in the United States and China < number > CONTENTS THE EUROPEAN SUCCESFULL BUSINESS MODEL THE JAPANESE FAILURE RECOMMENDATIONS < number > 1.SEPHORA IN EUROPE : A SUCCESFUL BUSINESS MODEL Image: Sous-titre 2 < number > HEALTH & BEAUTY INDUSTRY Capitalization Booming H&B Industry Growth 2001 – 2009: + Revenue: billion "Science of Sephora." Program for team to be skilled to identify skin types EUROPEAN CUTOMERS Increasing budget Women spend more in health & beauty than before Trend Europan are aesthetic-oriented New Segment Men 1.SEPHORA in Europe: A successful Business model A. [...]

[...] “ Where a Parisian might feel liberated a Japanese customer might feel ignored. “ < number > D.SUMMARY 2.SEPHORA in Japan : The failure < number > 3. RECOMMENDATIONS < number > A. CHINA: AN EXAMPLE OF SUCCESS OF SEPHORA IN ASIA 3. RECOMMENDATIONS < number > Opportunities Self-service experience acceptance Customer suffer from drawbacks of traditional department store shopping 60 billion Chinese cosmetic market in 2008 with increase of 15% and expectation arriving at 100 billion Strengths Department store takes 70% of the Chinese cosmetic market Comparatively low customer education Different demand of product mix and customer education procedure 3. [...]

[...] RECOMMENDATIONS C. COMPETITOR ANALYSIS OF VALUE MAP < number > 3. RECOMMENDATIONS D. KEY SUCCESS FACTORS < number > 3. RECOMMENDATIONS D. [...]

[...] Besides perfumes are not really appreciate by the Japanese consumer. The self-service Sephora experience : The fact that customers are free to try on lipstick and pull things of the shelves into their baskets without any need to wait for an assistant, did not work so well in Japan. Indeed the Japanese consumer feel slightly uncomfortable, particularly at the luxury end of the market where ladies are used to being chatted for a considerable amount of time before they decide to purchase anything. [...]

[...] < number > JAPAN First shop in JAPAN WEBSITE Launched its online shop Sephora.com available in nine countries OVERSEAS DEVELOPMENT First U.S. store in New York ACQUISITION Acquired by Paris-based conglomerate LVMH INTERNATIONALIZATION REVERSE Loss : €130 million Shop closed in Germany, Japan and UK INTRODUCTION ZARA CASE 1969: Founded in France by Dominique Mandonnaud a.GLOBAL History < number > SEPHORA FINANCES N°2 on the make-up market Turnover: €520 million in France of the market shares €1,5 billion worldwide. + 12,8% in France B. [...]