Shiseidos Brief History Essay Example for Free

Shiseidos Brief autobiography EssayIn 1902, Arinobu was inspired to introduce the American culture to the Japanese public by carry the Japans first soda fountain. The fortune was on his side as it posterior grew into the Shiseido parlour restaurant personal credit line which makes him introduce another r be production in Japan at the time, chicken feed cream. The foundation of Shiseido laid over a century ago, its pioneering philia that combines eastern aesthetics with western experience and business technology, continues to live on today to serves as the underlying philosophy of Shiseidos corporate activities. Shiseido accomplished it Five Management Principles in 1921. Quality First Shiseidos constant quest for the highest possible quality standards has support its activities for close to a century. Coexistence and Co-prosperity Shiseido seeks to share its benefits with all companies and individuals associated with Shiseido. Respect for Consumers Shiseido pursuits mus t be thoroughly consumer-oriented. Corporate perceptual constancy Shiseido must be built on a firm infrastructure with long-range goals. SincerityShiseido business transactions must be conducted loyally, honestly, and respectfully. In 1923, Shiseido began forming its chain store network. To meet its five management principles, the storeowners were provided supernumerary training to assure that consumers across the nation could enjoy products and service of consistent high standards. With their high spirit and commitment, the network has grown to approximately 25,000 outlets today. On June 14th of 1927, Shiseido, formerly a limited partnership, became a pronounce stock company under Arinobu Fukuharas third son, Shinzos leadership.Shiseidos first president, Shinzo Fukuhara graduated from Columbia Universitys efficacy of Medicine. During his stay in the United States, from 1908, he worked at a suburban New York drugstore and later a cosmetics factory of an American pharmaceutical m anufacturer. Under his leadership, the groundwork for a distinctive Shiseido approach to business and creation was formed. To serve Shiseidos loyal customers better, they have formed the Camellia Club in 1937. interchangeable with formation of the club, Shiseido issued a fashion periodical, HANATSUBAKI (Camellia).The magazine takes its roots from Japans first cultural magazines by a cosmetics company, which were issued by Shiseido from 1924 for distribution to customers through the nationwide network of chain stores. This magazine offered articles on home(prenominal) and overseas fashion, travel, and the arts. Essays and commentaries by leading literary figures of the time were also featured in this magazine, which is still issued on a monthly basis by Shiseido today. The Japanese Camellia Club has grown to boast a membership of approximately 9 million members presently.In the year of Malaysias independence, 1957, Shiseido has taken their first tonicity overseas in Taiwan with ex ports to Singapore and Hong Kong following closely after. In 1962, Shiseido expanded to Hawaii and in 1965 it established Shiseido Cosmetics America to commence gross revenue in the mainland. European sales began with Italy in 1968 and officially in Oceania with New Zealand in 1971. Stepping into 1980s, Shiseido has realized the importance of brand image and Serge Lutens from France was being appointed as its global image creator in order to support its expanding global distribution network.Shiseidos history of advertizing and image creation has always been one of evolution and renewal. When Shiseido sought new global imagery for its international marketing it turned in an entirely advanced direction, that of a collaboration with Serge Lutens who established a written report as a hair and makeup artist for Vogue. As we can see from the brief punctuate of Shiseido in the early years, they have diversified their business from pharmacy to restaurant and gradually into cosmetics and toiletries.Today, Shiseido sales are mainly generated from its main business category of cosmetics, which makes up about 78. 4% of total sales with toiletries at 10. 7% and other categories such as salon, products, foods and pharmaceuticals at 10. 9%. 26% of total consolidated sales were generated by Shiseidos international activities in fiscal year 2004. Individual shareholders constitute more than 97% of the total number of shareholders, an exceedingly high percentage for a major Japanese company.Marketing its products in 65 countries and regions globally including Europe and Americas as well as Asia/Oceania, Shiseido aims to become a global impostor representing Asia with its origins in Japan. To become a global player, Shiseido has taken the international business challenges integrating with the trading operations performance objectives into their global operations in the early years. Reviewing their 5 management principles written in 1921, it was fine similar with the oper ation performance objectives in trend today.