Foreign Journal of Management

Volume. 29 No . 3 Part 2

Sept 2012


Developing Successful Marketing Strategies intended for the Japanese Market: A Review of the Literature Shinichi Hirokawa Argosy University Tsai-Ling Wu Argosy University Asia, as the world's third largest economic climate, continues to be appealing to international exporters and investors. It is each of our argument the fact that forces of change that led actually to fresh and larger opportunities continue to be the same, irrespective of surface differences. This newspaper explores a few of the key issues related to going into this market. It offers an examination of effective marketing strategies and how the marketing knowledge can be used to get into and succeed in Japan. This outlines 6 specific marketing strategies: tailoring to the market, obtaining opportunities in the declining Japanese people market, not underestimating the domestic competition, offering a unique product and positioning, using a brands' foreignness, and using alliances smartly. It also delivers recommendations for staying away from the common problems that many organizations experience the moment entering Asia such as an outdated perception and the special characteristics that really affect the marketplace structure. Promoting managers who wish to do business in Japan need to take into consideration a changing sociable and political environment. They have to weigh the key benefits of launching wholly owned subsidiaries as opposed to doing mergers and acquisitions. The paper proves with a summary of the major implications from the analysis to get the modern day multinational marketer.

Marketing in Japan: Issues and Chances

In 1998, Williams-Sonoma ended its decade-old joint venture with Tokyu Department Stores and left coming from Japan. A large number of examples of the challenges to get foreign companies can be seen in entering Japan in the present economic environment. The only problem was that while Williams-Sonoma's business was flagging, Lands' End Japan's business was booming (Morgan, 2007). Once Lands' End entered Asia in year 1994, it founded its own workplace to handle listing production, warehousing, and satisfaction operations contrary to Williams-Sonoma's joint venture. Its neighborhood operations caused customization of the catalog for the market, more rapid response times and more control over the general quality with the customer interaction. (Morgan, 2007). Throughout Japan's recent history, overseas entrants with similar skills have different activities. Coca-Cola flourished while Pepsi faltered. Domino's success although Pizza Shelter stumbled. Amway has been incredibly successful in building the business through direct, door-to-door sales, but Avon has already established a more challenging time in The japanese. Even a lot of former victime has risen to become prominent because of a better understanding of the Japanese market. Gillette, the leader in shaving items in most worldwide, is a isolated second to Schick in Japan, that has 70 percent from the market when compared with Gillette's 10 percent. Kodak, which founded japan film marketplace, watched Fuji take over industry and become a powerful global competitor (Delios, ainsi que al. 2007).


International Journal of Management

Vol. 29 No . 3 Part 2 Sept 2012

The differences between those who win and guys in this industry demonstrate not any simple way of success. Actually they show the many serious challenges presented for foreign entrants. Ultimately, as this kind of paper will demonstrate, the newest entrant who understands the conventional rules of marketing in Asia and the methods these rules are changing has a higher chance of achievement.

Literature Review

Japan continues to be an attractive market. Even though a long recession during and disorder in the Japanese financial system in 90's, foreign companies are water damage into The japanese. The The japanese Bank reports that foreign direct expenditure in The japanese increased simply by 167 percent in 2006 to achieve $48 billion (Morgan, 2007). A study of foreign companies in Asia by the Japan External Control Organization (JETRO) (2006)...

Referrals: Arnold, M. (2003). The mirage of worldwide markets: How globalizing companies can do well as market segments localize. Uppr Saddle River, NJ: Prentice Hall. Banerji, K., & Sambharya, W. (1996). Straight Keiretsu and International Industry Entry: The truth of the Western Automobile Additional Industry. Journal of Worldwide Business Studies, 27, 89-113. Brooke, J. (2001, December). Japan bursts Merrill's balloon. New York Times. Chan, C. M., Makino, S., & Isobe, T. (2006). Interdependent behavior in foreign direct investment: The multi-level associated with prior entrance and preceding exit in foreign market entry. Record of International Business Studies, 37, 642-665. Delios, A., Gaur, S., & Makino, S. (2007). Foreign industry entry, competition and imitation among Western firms, 1980-1998. Journal of Management Studies, 42, 35-62. Fackler, M. (2005, October). Wal-Mart, stalled in Japan, to try harder. The Japan Moments. Retrieved March 10, 2008, from walmart. php Federation in the Swiss Observe Industries FH. (2006, March). Japanese view market study of consumers' consciousness 06\. Retrieved Feb 10, 2008, from http:// Goerzen, A., & Beamish, G. W. (2005). The effect of alliance network diversity about multinational enterprise performance. Proper Management Record, 26, 333-354.


Intercontinental Journal of Management

Volume. 29 Number 3 Part 2 Sept 2012

Western External Control Organization (JETRO). (2008). Buying Japan. Gathered February twenty-two, 2008 via seminars/2005/usa/ Japanese Exterior Trade Corporation (JETRO). (2006). White paper on intercontinental trade and foreign direct investment. Recovered February twenty two, 2008 coming from http://www.jetro. move. jp/en/stats/white_paper/2006. pdf file Kageyama, Y. (2004, Oct). When it comes to exceptional, women prefer Coach. The Japan Instances. Retrieved Feb . 10, 2008, from http://search. japantimes. co. jp/cgi-bin/ nb20041006a7. html Kameda, N. (2005). A research paradigm for worldwide business communication. Corporate Sales and marketing communications, 10(2), 168-182. Retrieved February 11, 2008, from ABI/ INFORM Global database. Kenney, M., & Florida, Ur. (2004). Finding global edge: Industry dynamics in the international economy. Stanford University Press. Kumar, V. (2000). Intercontinental marketing research. Upper Saddle River, NJ-NEW JERSEY: Prentice Area. Maeda, T. (2001, June). Koizumi's change foes created. The Asia Times. Recovered February 10, 2008, via http://search. japantimes. co. jp/cgi-bin/nn20010609b6. html Mahajan, V., & Banga, K. (2005). The 86 percent solution: The right way to succeed in the largest market option of the following 50 years. Wharton School Publishing. Morgan, T. (2007). Cracking the Japanese market: Strategies for achievement in the fresh global economic system. Free Press. Nakamura, A. (2002, June). Domestic merchants brace to get Seiyu-Wal-Mart effects. The Japan Times. Retrieved February 12, 2008, by http://search. japantimes. co. jp/ cgi-bin/nb20020611a2. html code Shetty, Sumado a. L., & Kim, T. I. (1995). Winning strategies for the Japanese market: A Study of U. S. Management. SAM Advanced Management Diary, 60, 34-40. United States Division Agriculture (USDA). (2007, September 16). Japan: Basic information. Retrieved February 24, 08, from basicinformation. htm Venture Asia. (2006). Japanese people market; 1st mover maybe only mover. Retrieved March 23, 08, from Yamawaki, They would. (2007). Japanese people exports and foreign direct investment: Not perfect competition in International Markets. Cambridge College or university Press. Yip, G. S. (2000). Asian advantage: Important strategies for earning in the Asia-Pacific Region. Perseus Publishing. Contact email address: [email protected] com (Shinichi Hirokawa)

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