localR&D investment and strengthening to bring up R&D resources.
- Constructing the working environment differentiated from Chinese companies by introducing advanced corporate culture as well as technology transfer.
Providing the opportunity to visit the head quarter.
Digging out potential of local employees through various career development courses.
Foreign companies
? 기업의 크기와 구조적 측면들
Schumpeter (1940s)
큰 기업은 자본조달 능력이 뛰어나고 R&D 비용을 많은 판매량에 분산시킬 수 있다.
따라서 큰 기업이 더 효과적인 혁신자!
? 크기 : 큰 것이 좋은가?
- 장점
규모의 경제와 학습효과
큰 규모나 위험한 프로젝트 선택가능
- 단점
관리적 통제의 부재
local knowledge of the highly fragmented Mainland market, foreign players have yet established significant presence in the mass market and in second- and third-tier cities.
Sources of products
Foreign cosmetic products sold on the Mainland can be basically classified into three types: imported, self-manufactured by foreign brand owners and produced by local OEM factories. The imported goods are
바디샵 코리아의 발전방향
1) 제품의 Re-Allocation
* 충분한 브랜드 매니아층
* “소량 다 제품 전략”->규모의 경제 성립 X, 가격이 대중화X.
* 메이크업 제품의 낮은 수요.
-> 매니아 층을 유지. 생산라인에 수정, 메이크업 제품의 하위 브랜드.
2) 제품의 Localization 전략
* 한국인에 맞지 않
Thus, our team decided to study about cosmetic market in China. We found that foreign companies like L’Oreal, Procter & Gamble Co and Shiseido have large portion of the China’s cosmetics market share while Korean companies have little portion of that. However, Korean beauty products also have high quality and Chinese people are favorable to Korean products. In other words, it is hard to under