Abstract
PurposeThe purpose of this paper is to examine how Chanel, the world famous cosmetics and clothing marketer, has enjoyed uncommon success, not only in its native France, but elsewhere as well, especially Japan. What is the formula for success in this country?Design/methodology/approachA review of the literature has been undertaken in an effort to understand the success of Chanel in the Japanese marketplace.FindingsThe success of Chanel in Japan clearly demonstrates that an understanding of a marketplace combined with classic marketing strategy principles including the marketing mix elements of product, price, promotion and distribution can lead to a brand's success in the international arena.Research limitations/implicationsThough there are several universal marketing “truths” presented in this paper, a caution must be noted when generalizing from one company to a universe of firms.Practical implicationsThis paper provides an excellent example of how classic marketing strategy as taught in all basic marketing courses is applied to a real world company. It shows that adherence to a few simple marketing concepts, including an understanding of the customer's psyche, can pay significant dividends for all firms.Originality/valueThis paper provides a blueprint to those firms seeking to “crack” any market, of any size, anywhere in the world.
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