International Marketing for Sodashi in Japan

Running Head: International marketing
International Marketing
Sodashi- Japan

International marketing 1
Contents
Introduction.................................................................................................................................................2
Objectives....................................................................................................................................................2
Marketing Environment...............................................................................................................................2
Competitor Analysis....................................................................................................................................4
Market Readiness........................................................................................................................................5
SWOT Analysis.........................................................................................................................................6
Strengths.............................................................................................................................................6
Weaknesses.........................................................................................................................................6
Opportunities......................................................................................................................................6
Threats.................................................................................................................................................7
STPD Strategy..............................................................................................................................................7
Segmentation..........................................................................................................................................7
Targeting.................................................................................................................................................9
Differentiation and Positioning..............................................................................................................10
Marketing Mix Strategy.............................................................................................................................11
Product..................................................................................................................................................11
Price.......................................................................................................................................................12
Place or Distribution..............................................................................................................................13
Promotion..............................................................................................................................................13
Conclusion.................................................................................................................................................14
References.................................................................................................................................................16
Appendix...................................................................................................................................................20
Business Facts........................................................................................................................................20
Segmentation........................................................................................................................................20
Product..................................................................................................................................................20

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Introduction
Sodashi skin care is a company which operates privately and was incepted in 1999 in North
Fremantle, WA. The employees of this company are less in number. They would be approx. 11-
50 employees. This organization deals in the skin care products which are organic and are used
in the Spa and beauty. These products are cruelty free i.e. they are used in any animal and they
are the products which are good for skin. This firm always tries to help the people who suffer
with rough or dry skin or for those who are just looking to relax a bit. This refers to the complete
health care of the skin and helps in nourishing the physical body, inner soul, senses and the mind.
People and especially girls who are in their teens or young age like these products very much as
Sodashi is safe to use and good for their skin. Sodashi’s objective is to always satisfy its
customers from their inner soul and to calm them at high level. It reawakens the skin. Sodashi
has always proved itself as a good company in terms of its products and services which it
provides. It creates a luxurious heritage which offers the best experiences by providing one of a
kind and valuable products (Sodashi, 2018).
Objectives
The goal of this company is to raise and celebrate each individual’s one of a kind beauties and
when anyone uses the products of this firm, it should be able to make memories and make a
person feel beautiful and one will always value oneself (Sodashi, 2018).
It implies unity, happiness and completeness. With Unity, the firm desires to raise the
requirements of the skin, completeness commits to the organic ingredients used and happiness
for seeking to offer skin which is beautiful. It always works towards taking the holistic approach
which beautifies not just the skin but also mind, body and soul.
Marketing Environment

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The marketing Environment can be analyzed by doing the PESTLE analysis of the firm where it
wants to establish itself or where it is already established. Sodashi is located in many countries
like Australia, Thailand, other parts of Asia and Japan etc.
Political Factors: In Japan, there exists LDP i.e. liberal Democratic Party. The government is
stable in Japan and has great power. Hence, the prices of products are increased and encourage
the consumer to save money for long term use. The tax is lowered for the organization that work
in Japan and encourages the female workers to work more. In a way, for Sodashi, the political
factors work nicely as there are more female workers needed in the skin care business and also
the taxes are lower. GDP will be increasing by $2.7 trillion in terms of the open markets. There
is always an open up for the foreign companies (Rastogi & Trivedi, 2016).
Economic Factors: The business in Japan is changing very quickly into Pro-business. The foreign
investments are also increasing day after day. There is always a large scope for Japan in
becoming the best natural resources provider as there are many forests and nature which is not
yet trapped. It is closely located near Asia which is considered to be the growing market and
closer to Europe as well. Since, Sodashi have to look for organic things as it uses organic
products in their services, Japan is good for this. The economic factors of Japan can make
Sodashi grow in Asia as well as in Europe too after building connection with the developed and
the developing markets (Gupta, 2013).
Social Factors: Parents spend lots of money on their children and teenagers. It is in a way good
for the teenage girls who suffer from skin care problems. Sodashi is quite famous with the
society of this aged group people. The poverty rate is low in Japan and there are a huge amount
of people who comes in the middle class and hence, creates a good scope for the usage of
Sodashi products as they are of reasonable in cost (Ho, 2014).
Technology Factors: There are always high tech products used in Japan and it is considered to be
the best country with technology products. There exist the best automation products and other
products which can prove to be long lasting. Because of Japan being good with technology, it
will be of great help to Sodashi firm as the online sales are very much feasible. There are many
shoppers who would always want to shop online. Sodashi products are bought mostly online
(Kozlinskis, 2016).

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Legal Factors: The legal factors are feasible for the firm as there is a minimum of 40 hours per
well work as per the labor laws of Japan. Laws are lenient and it is fair for Sodashi as well.
Environmental Factors: The environmental factors might be of little problem for Sodashi as the
climate is usually cold there. The maximum temperature in Japan is 40 degree Celsius. There are
usually rains and natural hazards keep on happening. Due to the pollution created by the
technology, people suffer more with the diseases like Asthma etc. The environment could have
been more feasible for Sodashi to sustain (Lucintel, 2016).
Competitor Analysis
To determine the competitors of the firm and do the competitive analysis, Porter’s five forces
model is the best method. It includes five points which are as follows:
 Competitive Rivalry: The rival companies are usually the one’s which are doing great in
the market as compared to the firm for which the analysis is being done. The rivalry in
Japan usually depends upon region to region as the sales and the competition in Japan is
considered in regional basis. As for Japan, there are two locations where Sodashi is
located. One is Four Seasons hotel and other is Ritz Carlton. Both the places have other
firms as well for the same industry. Hence, not much of a big threat is there for Sodashi
in Japan (Omsa et al., 2017).
 Bargaining Power of Suppliers: Japan constitutes of many suppliers in every industry. It
is quite developed in this way. Hence, the power of the suppliers in terms of bargaining is
very low as they know that there are a lot others who can give good rates to the firms.
 Bargaining Power of Buyers: It is just the opposite of the suppliers’ power to bargain.
The buyers know that there a lot of suppliers who can give the products for buying on
cheaper rates just to sell that product in Japan. This gives the buyers the power to
bargaining a lot (Ogutu, 2015).
 Threat of Substitute: If Sodashi is taken to be as Product Company, most of the products
can be used in daily life easily and the usage of each and every product is more. The
offerings would also be more if the usage is more. Then the threat to substitute is very
much more or high. In case of the company is taken to be as opportunity provider, and

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then the threat is low because of the low unemployment rate in Japan (Tehrani &
Rahmani, 2014).
 Threat to New Entry: The threat to the new entry is moderate as there are many people
who are using multi level marketing strategy there in order to sustain in the market and
grow as well and there is always less barriers to the new entry if the Japan environment is
considered (Arons, 1999).
After the competitor analysis of Sodashi Japan, it can be concluded that it is kind of safe working
in Japan environment.
Mode of Entry: Sodashi collaborated with the branded hotels and opened its stores there so that
the foot fall is more and people could know the name of the brand with the services it provides.
Market Readiness
The research of market readiness is the type of process with which the firm makes sure that its
product is all set for launching in the new market. The process includes the interviewing of the
probable users to check if the product is satisfying the need of the users or not and also to check
if the product is helpful for the users in becoming more efficient in whatever they use or do.
Sodashi was an Australian brand primarily and it wanted to establish itself in Japan as well. It
was launched in Japan at two places. One Ritz Carlton and other is Four Seasons. With Ritz
Carlton, it was a new partnership done for the establishment of the firm in Japan
(Morgointelligence, 2017).
Ritz Carlton had just completed the multi-phase transformation of itself being a five star hotel. In
Tokyo, it was known to be as tallest building. The founder of Sodashi, Megan Larsen said that
she was very delighted to partner with the hotel and to unveil Sodashi in Japanese market of
skincare (Hunwick, 2015).
The objective of Sodashi was to just seek the customers looking for a rejuvenating experience
and to give those customers of Japan and other people the finest products and a beautiful
experience.