The five-stage decision model in global marketing The decision whether to internationalize Mary Kay Ash founded Mary Kay Cosmetics in 1963 with her life savings of 5,000 and the support of her 20-year-old son, Richard Rogers, who currently serves as execu tive chairman of Mary Kay, Inc. Mary Kay, Inc., is one of the largest direct sellers of skin care and color cosmetics in the world. Now womens cosmetics industry is in a period of growing, because now women around the world for their skin care and more attention, for the appearance of consumption is increasing. And Mary Kay Inc. in the United States have formed a stable sales model, its brand value has been reflected in the quality of products, the effect also has a good reputation. So Mary Kay can do a global international company, so that Mary Kay has become an international brand. deciding which markets to enter Asia-Pacific markets represent major growth opportuni ties for Mary Kay, Inc. These markets for Mary Kay, Inc., include Australia, China,Hong Kong, India, Korea, Malay sia, New Zealand, the Philippines,Singapore, and Taiwan. Mary Kay, Inc., senior management believed that India represented a growth opportunity for three reasons. First, the Indian upper and consuming classes were growing and were expected to total over 500 million individuals. Second, the population was overwhelmingly young and optimistic. This youthful population continues to push consumerism as the line between luxury and basic items continues to blur. Third, a growing number of working women have given a boost to sales of cosmetics, skin care, and fragrances in Indias urban areas, where 70 per cent of the countrys middle-class women reside. Senior management also believed that Indias socio-economic characteristics in 2007 were similar in many ways to China in 1995,when the company entered that market (see Figure 1). The Mary Kay culture was viewed as a good fit with the Indian culture, which would ben efit the companys venture into…
