Kao Corporation Case Analysis
Case Analysis: Kao Corporation Kao Corporation Company Background Kao Corporation was formed in Japan in 1890. ... Kao’s Mission Statement Kaos mission is to contribute to the wholehearted satisfaction and the enrichment of the lives of our customers and employees throughout the world. ... Fully committed to this mission, all employees of Kao Corporation are working together in close coordination to win the loyalty and trust of their customers in the Companys core fields of cleanliness, beauty, and health, and in the core field of chemicals. ... kao. ... jp) History and important Events • 1887-Tomiro Nagase opened a very modest shop in the heart of Tokyo • 1890-Nagase introduced the first product to be manufactured by Kao • 1923-Kao opened first manufactory in Tokyo and began to produce Kao Soap • 1949-Kao was listing in Tokyo Stock Exchange • 1964-Kao expended its business into Asia • 1990-Kao’s market share in the Japanese cosmetic market • 1990-Kao products were distributed through many channels • 1999-Kao’s product family External Analysis 1. Nature and extent of demand It would not be wrong to think of Kao as Japan’s version of P&G in terms of its market presence and its products. Kao Corporation started out offering a small product lines and variety. ... The demand for the various products that Kao offers is steady. The overall strategy of Kao to differentiate itself and its various product lines is through branding. ... The nature of demand for Kao’s consumer products, cosmetics products, and chemical products is steady in terms of level of demand. There is very little fluctuation in the market for Kao’s products. Since Kao has established very strong brands recognition and company goodwill in Japan, Its products are sold and used by many Japanese in the domestic markets.