SHISEIDO COMPANY, LTD.: FACING GLOBAL COMPETITION

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 that's why for example the company had to rethink its marketing strategies. The agreement …

…certain products to make its cosmetics... But it would not be possible without its corporate philosophy which praises the good feeling of the consumers, in working with both consumers and detail stores. R&D sector is the principal strength of the company, it's the base of all this work and to continue advancing Shiseido have to improve more and more R&D which should be essential to improve its foreign sells.