| Budget Amount *help |
¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
Fiscal Year 2015: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2014: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2013: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
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| Outline of Final Research Achievements |
This research targeted Japanese, U.S. and European enterprises in cosmetics and toiletries, especially Kao, Mandom, Proctor & Gamble and Unilever, and surveyed their history in Asian market from the viewpoint of market strategy in emerging markets. As the outcome of survey, two main facts were found. First, western companies had learned from fails in Asian market, and built distribution channels with not only modern trades, but also network by local wholesalers and small-and medium-sized retailers, it is rather similar with past Japanese-style distribution. Second, as the result, homogeneity of each company in terms of emerging market strategy has been strengthened, although it was varied due to the historical origin of each home countries.
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