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Foreign brands in Japanese markets. 08bn032e. Foreign brands in Japan. Food Mc Donald‘s(US), Starbucks(US), Subway(US) Clothing GAP(US), H&M(Sweden), ZARA(Spain). In my presentation…. Classify the companies into different fields Compare each company strategy

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Foreign brands in Japan

  • Food

    • Mc Donald‘s(US), Starbucks(US), Subway(US)

  • Clothing

    • GAP(US), H&M(Sweden), ZARA(Spain)


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In my presentation…

  • Classify the companies into different fields

  • Compare each company strategy

  • Analyze how they succeeded in a different cultural nation



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Starbucks(US)

  • Brand Strategy

    • Define their own strategy

    • Advertisements<partner training

    • Target customers & brand level = match

  • Japan…

    • Urban areas: small stores


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IKEA(Sweden)

  • US

    • Redesign

    • Large parking areas

  • China

    • Houses: furniture for apartments, balconies

    • Stores: Near transportation

    • Delivery service


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Zara(Spain)

  • Global

    • 200 designers from 20 countries

    • Lead time

      • Plan ~production: 1week

      • Plan ~endorsement: 15 days


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Conclusion

  • ZARA

    • Global from production

      = no need to chose their market

  • Starbucks: No change in strategy

    • Arrange their products

  • IKEA: Slightly change their strategy

    • Redesign

      Each firm has their strategy according to their product and market


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References

  •  A-PERSON 日経TRENDY, 2008-01号, 173page

  • Charles W. L. Hill(2009) “International Business Competing in the GLOBAL MARKET PLACE Seventh Edition“ New York. Mc Graw-Hill International Edition

  • Duane.E.Knap(2000) “The Brand Mindset”. Tokyo. Keiichi Sakamoto. Shoueisha.

  • IKEA

    http://www.ikea.com/jp/ja/store/shinmisato/storeInfo

  • Mc Donald’s

    http://www.aboutmcdonalds.com/mcd

  • ZARA

    http://www.zara.com/



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