1,500words

Environment analysis for cosmertic market in Japan:

1.       – Political system

a)       Political structure

b)      b) Political parties

c)       c) Local government

d)      d) Stability of government

e)      e) Special taxes

2.       – Legal system

a)       Organisation of the judiciary

b)      Code or common law country

c)       Patents

d)      Conventions

3.       – Economic statistics and activity

a)       Gross national product (GNP)

–          Total

–          Rate of growth

b)      Personal income per capita

c)       Average family income

d)      Distribution of wealth; income classes

e)      Principal industries

f)        Percent foreign investment/industry

g)       Principal exports, imports (£ value)

h)      Balance-of-payment situations, recent trends, debts, surplus or deficit

i)        Exchange rate, single or multiple exchange rates, trends

j)        Extent of economic activity not included in cash income systems (developing countries)

k)       Labour force, unemployment rates

l)        Inflation rates

4.       – Geographical setting

a)       Topography

b)      Climate

c)       Minerals

d)      Surface transportation and communication

5.       – Social environment

a)       The family

–          Dynamics of the family (e.g., parental role, marriage)

–          Male/female roles

b)      Education – Role of education in society – Literacy rates

c)       Demographics

–          Total population

–          Growth

–          Number of births

–          Birth rates

–          Distribution

–          Age – Gender

–          Geographic concentration and density

d)      Social class

–          Population by social class

–          – Income by social class

e)      Living standards and leisure

–          Diet and nutrition

–          Housing

–          Clothing

–          Recreation

6.       – Cultural environment

a)       Cultural variability, complexity, hostility, heterogeneity, interdependence

b)      Belief systems

c)       Values

d)      Aesthetics

e)      Graphics and plastic arts

f)        Music, drama, dance

g)       Symbols

h)      Religion

i)        Language

–          Spoken versus written

–          – Official languages

–          – Dialects

7.       – Technology

a)       Manufacturing

b)      Information systems

c)       Strategic systems

8.       – Trading infrastructure

a)       Number and size of retailers, methods of operation (cash or credit), scale of operation (large or small), power of chain stores (typical volume)

b)      Middlemen, availability, services offered, customary mark-ups – retail and wholesale for various classes of goods and commodities

c)       Penetration of non-urban market

d)      Facilities and technology

9.       – The market (describe the market(s) in which the product(s) is(are) to be sold)

a)       Customers – Characteristics of consumer target groups (age, gender, income, occupation, lifestyle and personality, family size, geographic location etc.)

–          Consumer preferences and buying habits

–          Product use patterns (and intended product use)

–          Product feature preferences

–          Shopping habits

b)      Competition

–          Identification of the main players

–          Relevant market shares

–          Industry type (e.g., monopoly)

–          Significant differences between your product(s) and the competition’s product(s) in terms of the marketing mix (e.g. 4 Ps)

c)       Market size and sales estimates

–          Industry sales estimates for the year

–          Sales estimates for your company