The document discusses a marketing strategy proposal to introduce dehydrated dog food made by Amore Pet Food into the Japanese market. It provides an overview of the Japanese pet food industry and consumer market, and analyzes the country's political, economic, social and technological environment. The proposal then outlines Amore Pet Food's strengths and weaknesses, opportunities and threats in the Japanese market. It proposes a marketing strategy that addresses product adaptation, placement, promotion and pricing considerations for entering the Japanese pet food market.

1. PRESENTED BY:
Galina Kokhan
Awayino Oyetayo
Ankit Chaubey
THE PRODUCT: DEHYDRATED DOG FOOD
THE COMPANY: AMORE PET FOOD
THE TARGET COUNTRY: JAPAN

2.  stable pet care market;
 dominance of dry food
with a 70% share in
volume/50% share in
value;
 Japan 12th out of 187
countries on the Human
Development Index;
 high level of disposable
income;
 the Japanese are more
conscious of the health of
their pets
WHY JAPAN?

3. • Political
System
• Demo
• Socio-
Cultural
Aspect
• Economic
Statistics
• Technology
• Legal
framework
PESTLE

4. DEMOGRA
PHICS:
- VERY STRONG DEMOCRATIC SETUP;
- STABLE MACROECONOMIC POLICIES;
- FREEDOM OF DECISION-MAKING INDEPENDENT OF
THE GOVERNMENT.
POLITICAL
SYSTEM:
- LOW GROWTH RATE, BIRTH RATE AND INFANT
MORTALITY RATE;
- COUPLES WITHOUT KIDS, SINGLE PEOPLE, AGED
PEOPLE AND AGED COUPLES;
- HIGH DOG POPULATION OF 12,000,000

5. SOCIO-
CULTURAL
ASPECT

6. ECONOMIC
STATISTICS
- 2ND PLACE IN THE WORLD ECONOMY WITH A GDP OF 4
897, 37 BILLION USD;
- INFLATION RATE: 0.0%;
- OVERALL TAX BURDEN IS 27.6% OF GDP;
- BUSINESS FREEDOM: 80.0 (ABOUT 10 PROCEDURES);
- JPY  THE 3RD OF THE WORLD'S RESERVE CURRENCIES;
TECH-GY
- TECHNOLOGY-SAVVY POPULATION, WELL-DEVELOPED
INFRASTRUCTURE AND HIGH INCOME LEVELS;
- 66.7% OF ALL HOUSEHOLDS OWNING A BROADBAND
INTERNET (2011);
LEGAL
- FREEDOM FROM CORRUPTION: 77.8;
- PROPERTY RIGHTS: 80.0;
- SECURE PROTECTION OF REAL AND INTELLECTUAL
PROPERTY;

7. s
SWOT ANALYSIS
w
o T

8. 13 years of immense
experience in Dog
Food Manufacturing;
product is 100%
natural;
Dehydrated Food also
can be kept for long
period of time
(transportation);
no extra preparation
– saves time;
STRENGTHS

9. staff strength is a
total of seven
employees;
outsourcing extra
cost for the company;
Financial capacity is
low ($ 5 million);
 no prior international
business experience
WEAKNESSES

10. Pet Food Industry in
Japan – stable growth;
current valued -
$5,756.8 million;
forecasted to increase
to $6,429.5 million;
dog care segment was
the markets’ most
lucrative with 43.4% of
the market's overall
value in Japan.
OPPORTUNITIES

11. a high number of Pets
Food Companies:
THREATS

12. MARKETING STRATEGY FOR
PRODUCT
PLACE
PROMOTION
PRICE

13.  Japanese is spoken by 99% (dialects
excluded) – translation;
 difference between the symbol that the
brand (special package design for
Japanese market);
 densely populated market  small
dwellings  size modification of the
package (1 pound  60g);
 Documentation required - Inspection
Certificate and Public Health
Certificate provided in addition to
other export documents required
Language
Size
Documentation
PRODUCT
ADAPTATION

14. the quality of the product
a weekly lottery system on
Amore’s website
Unique
proposition?

15. Shipping
Company
Wholesalers:
Distributors/
retailers
PLACE

16.  101 million Internet users - 79.3% of the total
population;
 Twitter = 1.7 million tweets about pets monthly;
 Mixi - Japan’s biggest blogging platform;
 product-related videos;
 Facebook in Japan - 16.7 million active users
(fan page);
 Japanese character in the middle of a red heart
= “love” = “Amore”
Social Media
PROMOTION

17.  Barcodes - a huge potential for Internet
marketing;
 Pocket tissue advertisements - 100
times more effective than advertising in
the newspaper;
 Local celebrities are in over 80% of all
Japanese TV commercials;
 a 19-year-old idol Japanese pop-star
Kanako Momota and her Yorkshire
Terrier (Kyaro)
Barcodes
Pocket Tissue
Celebrities on
TV

18. - No medium
price
segment
- Unique
products are
more popular
- Amore Pet
Food is a
perfect fit for
Japanese
market
PRICE
- - Import Duty and a
Consumption Tax of 5%;
- - the convertibility rate: 101
JPY = CAD 1;
- -$14.17 - Year 1
- -$13.46 – Year 2
- - $13.27 – Year 3

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