Mary Kay Cosmetics: Asian Market Entry (A)

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Case

Reference no. 9-594-023

Subject category: Marketing

Authors: Nathalie Laidler-Kylander (Harvard Business School); John A Quelch (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1993

Version: 1 June 2009

Length: 35 pages

Data source: Field research

Topics: Market entry; Market research; International marketing; Marketing strategy

Share a link: https://casecent.re/p/46047

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Abstract

In February 1993, Curran Dandurand, Senior Vice President of Mary Kay Cosmetics Inc's global marketing group, was reflecting on the company's international operations. Mary Kay Cosmetics Inc products had been sold outside the United States for over 15 years, but by 1992, international sales represented only 11% of the $1 billion total. In contrast, one of Mary Kay Cosmetics' US competitors, Avon Products Inc, derived over 55% of its $3.6 billion sales (at wholesale prices) from international markets in 1992.

Location:

China, Japan

Industry:

Cosmetics

Size:

USD800 million revenues

Other setting(s):

1993