Globalisation and international strategy of cosmetics companies

摘要

Retailers have begun to consolidate internationally and to gain more bargaining power toward their tenants. The large multi-national cosmetics companies, through mergers and acquisitions, have tried to increase sales and introduce many brands in order to expand share within a store.In this way, they are able to strengthen negotiation power with retailers. Japanese cosmetics companies, on ther otherhand, are in behind in this respect and have not yet taken this strategy. As the result, Japanese consemtics companies, which have weak business base compare to multi-national cosmetics companies, have less synergy by mergers and acquisitions activities. Because of that, they are not able to offer high price for the bid and likely to lose the bid. Therefore,Japanese cosmetics companies, which plan to become global companies, should make a realistic strategy based on own-company analysis and execute it promtly.