Country/Product Opportunity Brief: Dove Soap in Japan

This report presents a comprehensive analysis of the market opportunity for Dove soap in Japan. It begins with an executive summary highlighting key aspects of the report, including PESTLE analysis (political, economic, social, technological, environmental, and legal factors), market analysis (segmentation, target market, and positioning), competitive analysis, organizational analysis, and a SWOT analysis (strengths, weaknesses, opportunities, and threats). The report examines Japan's economic environment, social factors, technological advancements, and legal framework to assess the potential for Dove soap. It identifies the target market as women aged 18-35 who value skin softness and quality. The competitive landscape, with Olay as a major competitor, is also assessed. The report concludes with a summary of findings and recommendations for Dove's market entry strategy, aiming to leverage the brand's strengths and address potential challenges in the Japanese market. The report emphasizes the importance of understanding the local market to ensure the successful launch and growth of Dove soap in Japan. The report also provides a detailed analysis of the cosmetic industry of Japan to understand the potential of the product in the market.

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Executive Summary
Dove is the leading brand globally and it has huge range of products. The following
report is based on the Australian organization Dove which wants to launch the product in the
market of Japan. To launch the product successfully, report analyses the every single aspect. The
report covered PESTLE analysis of Japan for the Dove soap, market analysis, organization
analysis, competitive analysis and SWOT analysis.
PESTLE analysis analyzes the all external factors which can impact the business of
Dove. These factors are mainly political factors, economic factors, social factors, technological
factors, environment factors and legal factors. To analyses the strengths, weaknesses,
opportunities and threats for the company, report used SWOT analysis. The main objective of the
following report is to analyses the Japanese market to launch the range of Dove soaps.

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Contents
Introduction......................................................................................................................................4
Situational Analysis.........................................................................................................................4
PESTEL analysis of Japan for Dove soap...................................................................................4
Political Aspects.......................................................................................................................4
Economic Aspects....................................................................................................................5
Social Aspects..........................................................................................................................5
Technological Aspects.............................................................................................................5
Environmental Aspects.............................................................................................................6
Legal Aspects...........................................................................................................................6
Market Analysis...............................................................................................................................6
Market Segmentation...................................................................................................................7
Target Market...............................................................................................................................7
Product positioning......................................................................................................................7
Competitive Analysis.......................................................................................................................7
Organizational Analysis...................................................................................................................8
SWOT Analysis of Dove Soap........................................................................................................8
Strengths.......................................................................................................................................8
Weaknesses..................................................................................................................................9
Opportunities................................................................................................................................9
Threats..........................................................................................................................................9
Conclusion.....................................................................................................................................10
Reference List................................................................................................................................11

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Introduction
International marketing is a way to expand the business in any other company.
International marketing is process to develop marketing activities in more than one country
(Cateora, Gilly, & Graham, 2011). To develop the business of Dove soap in Japan, company
have to analyze the market of Japan. Japan is a rich cultural country and growing in the field of
technology. Japan is the second biggest FDI (foreign direct investment) contributor to the United
States. Japan is world’s largest economy on third rank after USA and China which is a market
opportunity for the Dove soap. Key industries of Japan comprise of high technology, consumer
goods, industrial and manufacturing, and security (Export, 2018).
The following report will analyze the Japanese market to expand the business of Dove
soap. To introduce a product in any other country, it is very important to analyze every aspect of
that country. Because every aspect impacting the success of product or brand.
The report will include the PESTEL analysis to analyze the business environment, market
analysis to know about the customer segment, competitive analysis to know about the major
competitors and analyze the competitive advantage, organizational analysis to evaluate the
Australian organization and SWOT analysis.
Situational Analysis
PESTEL analysis of Japan for Dove soap
To analyze the business environment of Japan for the Dove soap, PESTLE analysis
purposes to analyze the aspects related to politics, economic, social, technological,
environmental and legal that can impact the businesses in Japan. Japan is an articulate country
which is advanced in technology and telecommunication (Satterfield, 2014).
Political Aspects
Politics of the nation affects business in one way or the other, hence political factors are
given very high importance in the field of business. Some policies of the government affect
business in many aspects. Japan has very good and close relations with the United States of

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America. It is considered to be Japan's foreign and security policy (Miller, Vandome, &
McBrewst, 2011).
Japan continues to strive to deepen its relations with the US, India, the United Kingdom,
France, and Australia and further deepen these ties, which is also a part of Japan's foreign policy.
Since Japan was going through a very bad condition after the war, then Japan amended the
peaceful constitution and changed some of its sections. After this, there were many changes in
foreign policy and business policy. As everyone knows, business relations between Japan and
Australia are very good, based on this, Dove can develop a very good business there.
Economic Aspects
In the PESTEL analysis of Japan, after politics comes the place of economic, from this to
know about which type of economic environment there. The economy of Japan is very strong.
As per the analysis of 2017, Japan has emerged as the third-largest economy in the world.
According to the survey of the World Bank, Japan's economy is projected to grow by 1.3% in
2018. Japan is the second-largest economy in Asia and mixed economy can be seen there
(Perera, 2017). Given the aspect of this economy, Dove can have a good market in Japan and
everyone can buy this product easily and use it.
Social Aspects
According to the US Census Bureau 2017, Japan has been ranked 10th based on the
population basis. Social factors of japan can create positive as well as negative impact on the
Dove soap. People of Japan are facing many types of social challenges. The biggest two social
challenges there are increment in population and drowning birth rate. The average age of the men
there is 81 years, while the average age of the women is 87 years. By targeting women on this
basis, Dove can easily establish its products there and earn the profit smoothly.
On the other hand, People of Japan prefer Japanese companies rather than foreign
companies, which cause many difficulties for foreign companies to trade there. This is one of the
main reasons that there is little dominance of foreign companies there (50MINUTES.COM,
2015).

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Technological Aspects
Japan ranks first in the world in the field of technology. It is technically considered to be
the most advanced. One thing about Japanese is very popular that Japanese people are the fastest
in using technology and learning it. In other words, they are very creative in terms of technology.
New innovations in Japan make their presence felt in every field, whether it is in the field
of robots or in the field of computers. Their industrial robots are attracting some foreign
companies and thereby increasing the possibility of opening new industries in Japan. Using this
new technology, Dove can influence a very big market there and can establish its dominance
(Miller, et al., 2011).
Environmental Aspects
In the world, japan is only a country that is mostly affected by natural disasters, e-
garbage and calamities. Some calamities and disasters are seen there mostly, these are tsunamis,
cyclones, floods and earthquakes.
Japan is a nation more responsible for clean place and clean environment than expected
of other countries. The environment is given a lot of importance here, but in today's time, Japan
is also facing some environmental challenges (Anon., 2015). In Japan, all these environmental
problems are due to industrial activities and waste management. Most of the garbage here is of
electronic goods. Japan feels the pressure to stop this environmental pollution, for this reason, it
is possible that Dove cannot find a place here in the market and Dove may have to leave this
market and return to home. Therefore, it can be said that the environment also affects the
business.
Legal Aspects
The legal stage comes as the last stage of PESTEL. On the basis of this legal environment
in Japan, any person can work as an independent contractor, as a laborer, as a director. Here
everyone gets employment rights and benefits are given by the government. Here the hours of
work, how many days they will be work in a week, holidays are all determined on the rules based
on the law. If Dove does its business on the basis of these, then it will not have to face any kind
of legal bottleneck and workers will also work within the scope of the law, this condition is
going to be fruitful for Dove (Fleisher & Babette, 2015).

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Market Analysis
The cosmetic industry of Japan has been growing continuously for a long time which is
good factor for the Dove to launch soaps in market of Japan. The reason behind the growth of
cosmetic industry is people have realized the importance of beautiful skin, presentation and self-
image and this factor has increase the purchase of cosmetic products. Soap is one of the cosmetic
products. To maintain the softness and cleanliness of skin, people are using many types of face
washes and soaps (Shaw & H, 2012).
Market analysis to launch new product is comprises of market segmentation, target
market and positioning. This analysis is very helpful to achieve company’s objective. (Shaw &
H, 2012)
Market Segmentation
It is a process of making groups of customers into different market segments according to
the needs of customer. Market can divide according to the geographic segmentation and
demographic segmentation for Dove soap. In the geographic segmentation, Dove can vary the
marketing strategy according to the trends of location. On the other side, demographic
segmentation is grouping markets by gender, income, background and ethics. Dove can divide
their soaps according to the skin conditions, age and costs. Dove soaps are known for the
softness and fragrance.
Target Market
The main focus for dove soap will be females, ages 18 to 35, who appreciate softness of
skin, product quality and rich creamy products. Main target audience for dove soap in Japan is
women who highly active on digital and social media because mostly women love to shared
photos of their beauty on their smartphones with their friends through social media.
Product positioning
In the market of Japan, Dove soap can be positioned as beauty care, skin softness and
moisturizing products helping customers to develop self- esteem, self- image and realize the real
beauty.

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Competitive Analysis
Dove is a beauty product of Unilever which is very popular among girls and women. It is
considered by women and girls to be a symbol of real beauty. The brand originated in the United
Kingdom and is a well-known name in the beauty segment. Dove believes that beauty is a means
of self-confidence, meaning beauty enhances self-confidence. And this product is working in this
direction.
Dove's products are manufactured in many countries, of which the main countries are
India, China, Brazil, United States and South Africa. Apart from this, they are also manufactured
in many countries. Among the main products of Dove, the main ones are soaps, shampoo, body
wash, deodorant, facial kit, and some other hair care products (Fleisher & Babette, 2015).
If check the market view, Olay is the main competitor of Dove, this company was
established in South Africa. Olay's main campaign was also for beauty products. When it
launched its products, its main slogan was that in their products everyone will get a moisturizer
and which is considered to be the best for the skin. After some time Olay has launched an anti-
ageing cream, revolutionizing beauty products and this product created a lot of panics for other
beauty product companies and took a large part of the market in its possession.
Organizational Analysis
Dove is one of the leading brands in the category of personal healthcare. Dove is
considered as a leading international brand and its parent company is Unilever. Recently, dove
existing in around one hundred nations. Australia is one of the country where dove exists but
headquarter of Dove is situated in the United Kingdom. In Japan, cosmetic industry already
dominated by other companies and brands. To launch the business of Dove soap in japan, Dove
has to come up with some new products and new technologies. Besides soap, Dove can also
launch its remaining products in Japan such as shampoo, body lotion, face cream, body wash,
men deodorant and baby care products (Dove, 2019).
SWOT Analysis of Dove Soap
The SWOT analysis is very useful way to analyses the industry for business
development. SWOT analysis will analyze that dove can survive in the market of Japan or not. It

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is comprises of internal and external factors (Sarsby, 2016). Internal factors include strength and
weakness of the company whereas external factors include opportunities and threats for the
company (Quincy, Lu, & Huang, 2012).
Strengths
Its product design is one of the best strength of Dove. Dove’s soap is combination of soap
and rich cream which used for smoothing and cleansing. This is the biggest reasons behind the
love for products of dove (Pahl & Richter, 2009). Dove has used this combination in mostly
every product. Marketing campaigns are the second strength of dove. The marketing campaigns
of dove connect with people immediately. Many other strengths of Dove are:
 Competitive price
 Widespread distribution
 Wide range of products
Weaknesses
High pricing of products is biggest weakness of the Dove. Dove mostly focused towards
metros thus, perception in non-metro areas becomes difficult (Helms & Nixon, 2010). The
people who have very limited budget, they prefer low cost products such as lifebuoy and Cinthol
which are low-priced to Dove. Other weaknesses of Dove are:
 High competition
 Improper financial planning
 Less use of technologies
 Gaps in the range of products
Opportunities
Increase the range of products for men is the great opportunity for Dove. In these days, men
also becoming very conscious about the looks and because of this reason, Dove can launch some
new products for men. Cosmetic industry is also developing in these days which create new
opportunities for the Dove. Other opportunities for Dove are:
 Launch natural products
 Capitalize target market

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 Target male customers
Threats
The main threat for the Dove is high competition. Dove is popular in high class society but
middle class society is not so much aware about the products of dove. In japan, company can
face some rules and legislations related to standards of product. Other threats for the company
are:
 New competitors
 Consumer allergies
 Awareness related to environment
 Tough competition
Conclusion
It can be concluded from the above report that Australian organization dove can launch
the range of soaps in Japan. From the PESTLE analysis, it can be concluded that politics and
economic condition is very good of Japan which is a good factor for Dove whereas Dove can
face some challenges in the area of technology and society. Because dove used very less
technology and Japan is very advance in the area of technology. In the context of legal aspects,
Dove can only face the issue related to standards of products.
In the market analysis, report described about the market segmentation, target market and
product positioning. In the market of Japan, Dove can face the problem to establish the business
because of high competition. Main competitors for dove are Olay, Nivea and Neutrogena. To
launch the soap successfully, Dove have to use marketing strategies which can compete other
companies.

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Reference List
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McGraw-Hill Irwin.
Dove. (2019, August 19). Home. Retrieved August 19, 2019, from
https://www.dove.com/in/home.html
Export. (2018, August 31). Japan Country Commercial Guide. Retrieved from
https://www.export.gov/article?id=Japan-Market-Overview
Fleisher, C., & Babette, E. B. (2015). Business and Competitive Analysis: Effective Application
of New and Classic Methods. US: FT Press.
Helms, M. M., & Nixon, J. (2010). Exploring SWOT analysis – where are we now? Journal of
Strategy and Management, 3(3), 215-251.
Miller, F. P., Vandome, A. F., & McBrewst, J. . (2011). Pest Analysis. Saarbrucken: VDM
Publishing.
Pahl, N., & Richter, A. (2009). SWOT Analysis. Idea, Methodology And A Practical Approach.
Munich: GRIN Verlag.
Perera, R. (2017). The PESTLE Analysis. South Asian paradise: Nerdynaut.
Quincy, R., Lu, S., & Huang, C.-C. (2012). SWOT Analysis: Raising Capacity of Your
Organization. New Jersey: Rutgers.
Sarsby, A. (2016). SWOT Analysis (illustrated ed.). North Carolina: Lulu.com.