HOW CAN COMPETITOR ANALYSIS CONTRIBUTE TO IMPROVING PHILIPS' CURRENT MARKETING EFFORTS IN THE LOW-END SHAVING PRODUCT RANGE IN THE JAPANESE MARKET?

Abstract

ABSTRACT In recent years, Japan has witnessed a significant shift in its grooming sector, driven by an increasing focus on grooming rituals, particularly among men. This trend underscores a cultural preference for meticulous personal care practices and skincare routines. Consumer Culture Theory (CCT) informs this study, examining how cultural values shape Japanese consumer behavior and grooming preferences. Companies like Philips, Braun, and Panasonic adapt their marketing strategies to align with these cultural norms, emphasizing discipline, respect, and self-expression in grooming. The study includes a competitive analysis of the low-end shaving product market, integrating SWOT analysis and Hofstede's cultural dimensions to understand market dynamics. Recommendations for Philips include continuous competitor benchmarking, unique value proposition development, dynamic pricing strategies, optimized distribution channels, and targeted marketing campaigns. These strategies aim to enhance Philips' market position and consumer engagement in Japan's low-end shaving product segment