Mary Kay China: An Interview with Cecilia Yang, Vice President, Sales and Marketing

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Supporting video

Reference no. 597-014-3

Subject category: Marketing

Authors: Bernd Schmitt (China Europe International Business School (CEIBS))

Published by: China Europe International Business School

Published in: 1997

Length: 12 minutes

Topics: Global strategy; Developments in China, Shanghai; The cosmetics market; Distribution; Research Chinese; Consumers; Mary Kay consumer research

Notes: File size 1.06GB. Click for more information.

Share a link: https://casecent.re/p/22763

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Abstract

This supporting video is to accompany the case. The case focuses on the strategic and tactical aspects of designing a market entry strategy for a cosmetics company into the Shanghai market. Specific issues concerned are positioning the company in China, selecting target consumers, product and pricing decisions as well as distribution issues (direct sales versus department stores). The case provides aggregate market data as well as survey and focus-group data.

Location:

Shanghai, China

Industry:

Cosmetics

Other setting(s):

1 year