Shiseidos Brief History Essay Example for Free

Shiseidos Brief History EssayIn 1902, Arinobu was inspired to introduce the American culture to the Japanese public by bringing the Japans first soda fountain. The fortune was on his side as it later grew into the Shiseido Parlour restaurant business which makes him introduce some other rare production in Japan at the time, ice cream. The foundation of Shiseido laid over a century ago, its pioneering spirit that combines eastern aesthetics with westbound science and business technology, continues to live on today to serves as the underlying philosophy of Shiseidos corporate activities. Shiseido established it Five Management Principles in 1921. feature First Shiseidos constant quest for the broad(prenominal)est possible quality standards has supported 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 must be thoroughly co nsumer-oriented. somatic Stability Shiseido must be built on a firm infrastructure with long-range goals. SincerityShiseido business transactions must be conducted stanchly, honestly, and respectfully. In 1923, Shiseido began forming its chain store network. To meet its five management principles, the storeowners were provided special 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 joint stock company under Arinobu Fukuharas third son, Shinzos leadership.Shiseidos first president, Shinzo Fukuhara graduated from Columbia Universitys Faculty of Medicine. During his stay in the United States, from 1908, he worked at a suburban New York chemists shop and later a cosmetics factory of an American pharmaceutical manufacturer. 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. Corresponding 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 domestic 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 bollocks up a membership of approximately 9 million members presently.In the year of Malaysias independence, 1957, Shiseido has taken their first step overseas in Taiwan with exports to capital of Singapore and Hong Kong fol lowing closely after. In 1962, Shiseido expanded to Hawaii and in 1965 it established Shiseido Cosmetics America to commence sales 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 international image creator in state to support its expanding global distribution network.Shiseidos history of advertising and image creation has always been one of evolution and renewal. When Shiseido sought new global mental imagery for its international marketing it turned in an entirely advanced direction, that of a collaboration with Serge Lutens who established a reputation as a hair and opus artist for Vogue. As we can see from the brief background 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 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 player representing Asia with its origins in Japan. To become a global player, Shiseido has taken the international business challenges incorporate with the operations performance objectives into their global operations in the early years. Reviewing their 5 management principles written in 1921, it was pretty similar with the operation performance objectives in trend today.