| Summary: | In the era of globalization where there are many opportunities for firms to improve current business practices, the internalization of international firms is a normal practice. The companies in cosmetic industry are seeking ways to improve its performance and its reputation worldwide. The purpose of this dissertation is to study marketing strategy of international cosmetics companies by taking Kanebo Cosmetics (Thailand) as an example. Marketing analyses including the standardization of marketing strategy, market segmentation and targeting, branding and brand positioning, marketing mix and customer relationship management provide theoretical frameworks for the study of this dissertation.
The findings of this study reveal that Kanebo Cosmetics’ marketing strategy considerably differs from its competitors in Thai market. The company is unique in the way it positions itself in the market, its branding strategy and its ability to create long-term relationship with its customers. However, it is suggested that the company needed to focus on its tangible elements such as the innovation and development of its cosmetic and skincare products in order to beat market leaders in Thailand.
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