Yves Rocher in Japan

• Weaknesses
◦ family-firm: rigidity of the administration
◦ partial development: implementation in countries economically and culturally close
SWOT Analysis (2)
• Opportunities
◦ The 2nd largest cosmetics market in the world
◦ Japanese consumers’ love for French brands
• Threats
◦ Japanese people taste in terms of products, fragrance and quality
◦ Fierce competition: Asian brands expending
Group Organisation
• Yves Rocher
• Galerie Noémie
• Pierre Ricaud
• Labo santé
• Kiotis
• Petit Bateau
• Daniel Jouvance
• Françoise Saget
• Stanhome
• Deroisme
• Cosmetics
• Clothes
• Decoration
• Group created by Yves Rocher
• Still owned and managed by Yves Rocher‘s family
Competitors on the Market
• Natural products
• Fashion/trendy products
• Luxury Market
• Mass Market
Distribution Channels
• Master Franchising
◦ contract with a company which sells the franchise to independant operators
• Webpage
◦ Building up a webpage in Japanese to promote sales
• Door-to-Door Selling
◦ 26,8% of the cosmetics sales in Japan (2004)
Franchise of Yves Rocher
• PROTECTION
• OF BRAND
• QUALITY
• COMMITMENT
• MANAGEMENT
• STYLE
• HUMAN RESOURCES
• TRAINING
• CONTROLLING
• NETWORK
• REPORTS
• Financial
• Merchandising
• Sales
• SYNTHESIS
• REPORTS
•
• SUB-FRANCHISEE
• MASTER FRANCHISEE
• YVES ROCHER(FRANCHISOR)
• 1.
• 4.
• 3.
• 2.
Segmentation of the Japanese Cosmetics Market
▪ Classic group:
▪ women in their 20s and over (heavy users of skin care products, which sales are expected to increase by 15% until 2009) : 1st target.
▪ Developing groups:
• - “silver-age” people (graying society; more people concerned with anti-aging products) : 2nd target.
• - young men and teenage boys (sales x3 between 1989 and 1998; still increasing) : 3rd target.
• - preteen girls (have the money there; but not faithful) : no focus
•
Positioning: Stick to Yves Rocher’s original 4Ps, adapting the to...

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