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Marketing Block 2

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gouda cheese in japan

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Marketing Block 2

  1. 1. GOUDA CHEESE IN JAPAN Gaston 08/06/2007
  2. 2. AGENDA <ul><li>Core benefit </li></ul><ul><li>PEST analysis </li></ul><ul><li>Micro segment </li></ul><ul><li>Product position </li></ul><ul><li>Local situation analysis </li></ul><ul><li>Conclusion </li></ul>
  3. 3. CORE BENEFIT
  4. 4. PEST ANALYSIS PEST Japan Netherlands Political <ul><li>High context </li></ul><ul><li>Party government </li></ul><ul><li>Stable politics </li></ul><ul><li>Low context </li></ul><ul><li>Coalition government </li></ul><ul><li>Stable politics </li></ul>Economy <ul><li>Just recovery </li></ul><ul><li>High GDP performance </li></ul><ul><li>Low inflation rate </li></ul><ul><li>Remain in a good status </li></ul><ul><li>High GDP performance </li></ul><ul><li>Low inflation rate </li></ul>Social <ul><li>Bulge shape of population </li></ul><ul><li>Consciousness of health </li></ul><ul><li>Environmental care </li></ul><ul><li>Bulge shape of population </li></ul><ul><li>Consciousness of health </li></ul><ul><li>Environmental care </li></ul>Technology <ul><li>High medical level </li></ul><ul><li>High automation level </li></ul><ul><li>High medical level </li></ul><ul><li>High automation level </li></ul>
  5. 5. MICRO SEGMENT Criteria Japan Economic 2 nd highest GDP (2006, IMF) Demographic <ul><li>Small family structure </li></ul><ul><li>Bulge shape of population </li></ul><ul><li>Population: 128 million </li></ul>Culture <ul><li>Strict custom </li></ul><ul><li>Emulative </li></ul><ul><li>Accept foreign stuff </li></ul>Benefit <ul><li>Health food for children and old people. Eg. Hight, and osteoporosis. </li></ul><ul><li>Different diet </li></ul><ul><li>Mild Taste </li></ul>Lifestyle <ul><li>New product acceptable </li></ul><ul><li>Western life worship </li></ul>
  6. 6. PRODUCT POSITION Product space Salient attributes <ul><li>Health benefit </li></ul><ul><li>Tasty </li></ul><ul><li>Curious </li></ul>Evoked set <ul><li>Biggest cheese export country </li></ul><ul><li>Historical industry </li></ul><ul><li>Specific shape and colour </li></ul><ul><li>Tasty </li></ul><ul><li>Health benefit </li></ul>Attribute rating 1 st Specific shape and colour 2 nd Tasty 3 rd Health benefit Preference 1 st Specific shape and colour 2 nd Tasty 3 rd Biggest cheese export country 4 th Historical industry
  7. 7. TARGETING STRATEGIES Local Market Segment Position Universal Adapted Uniform Unique
  8. 8. LOCAL SITUATION ANALYSIS-A Macro environment Japan Netherlands Difference Development level 5 5 0 Political risk 5 5 0 Financial institutions 5 5 0 Tariff barriers 1 1 0 Non-tariff barriers 3 3 0 Consumer mkt development 4 4 0 Industrial mkt development 5 4 1
  9. 9. LOCAL SITUATION ANALYSIS-A Macro environment Japan Netherlands Difference Product life cycle stage 4 4 0 Domestic competition 5 5 0 Foreign competition 5 5 0 Distribution infrastructure 5 5 0 Advertising media 5 5 0
  10. 10. LOCAL SITUATION ANALYSIS-B Entry mode Japan Netherlands Difference Exporting, licensing, alliance, FDI 5 5 0 Marketing control 3 3 0 Level of independence 3 5 2 Key success factors KSF1 Culture Tradition KSF2 Economy Diet habit KSF3 Politics Culture
  11. 11. LOCAL SITUATION ANALYSIS-B Country-Specific Advantages Japan Netherlands Difference CSA1 Development level Development level CSA2 Political risk Political risk CSA3 Financial institutions Financial institutions Firm-Specific Advantages FSA1 Product life cycle stage Product life cycle stage FSA2 Distribution infrastructure Distribution infrastructure FSA3 Advertising media Advertising media
  12. 12. LOCAL SITUATION ANALYSIS-B Strategic importance Japan Netherlands Difference Locally 5 3 2 Globally 3 5 2 Leading market 5 1 4
  13. 13. LOCAL SITUATION ANALYSIS-C Local market strategy Japan Netherlands Difference Objectives Young generation and old people Everyone Target segment(s) Unique Universal Intended positioning Uniform Uniform
  14. 14. LOCAL SITUATION ANALYSIS-C Local Marketing Mix Japan Netherlands Difference Product line(s) medium high New product(s) medium high Brand name high medium Packaging design high medium Package size small large Local positioning price high medium Price competition medium high
  15. 15. LOCAL SITUATION ANALYSIS-C Local Marketing Mix Japan Netherlands Difference Main currency price low high Advertising creative high high Advertising media high high In-store promotion high medium Events, publicity high low Distribution channel high high Selling process medium high Customer service low high
  16. 16. LOCAL SITUATION ANALYSIS-C Profitability Japan Netherlands Difference Selling price high medium Unit variable costs high medium Profit margin medium medium Percent of local profits medium medium
  17. 17. CONCLUSION <ul><li>To analyse local market, we have to conduct by different tools and theory to close the reality. </li></ul>

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