Post Time:2006-7-6 16:15:00
Many successful in Japan, have spent a lot of time, effort and money to market opportunities, and the target market for in-depth understanding of consumer psychology, clarifying the organization of marketing activities.
For example, Sony's entry into the U.S. market before they are first sent by the designers, engineers and other personnel of the Group of Experts would first go to the United States to study, study how to design their products to meet U.S. consumers preferences. Then, also recruit American experts, consultants and managers, etc., to help 'Sony' analysis of how to enter the market.
After careful research and analysis of market opportunities, identify target markets, the Japanese company will proceed with the development of product, price, distribution, promotion, public relations and power utilization of the marketing mix strategy:
The first encounter is from the United States and European countries against a strong competitor, because, when the world market is mainly occupied by the United States and European countries. Second, on the terms of the then Japanese products, whether it is technically, or in global sales, they do not compare the U.S. and European products. In addition, Japan must also work hard to dispel before World War II, Japanese products of poor quality impression. However, the Japanese company hopes to use its advantage of cheaper labor costs, you can price the product in Europe, the United States and compete. To this end, in the late 50's and 60's during the period, in order to enter the world market, Japanese enterprises with particular emphasis on the design of products: low cost, high quality and innovation. From Japan into the international market situation, can also prove that they are still highlighting these three points.
Japanese companies with product development strategy and market development strategy focused on target-market penetration, once made in a country market foothold on the efforts to expand its product line in order to increase production and expand sales, increasing control of the entire marketRange . To Toyota's market penetration to the United States, for example, that the continuity of the performance of the product launch and continued expansion of product lines.
Many companies in Japan has always been based on increasing varieties of products for market development. Them under the different requirements of consumers, preferences and income levels, constantly changing the product type, color and variety. For example, the dam of agricultural companies to produce AE a 135-based single-lens reflex camera models to produce a wide range of characteristics of different functions of the camera, its sales soared. Dam of agricultural companies that continue to strongly push forward to the market in-depth strategy is a common feature of many enterprises in Japan. Whenever a new product into the market, the other a new product under development. In addition, the product upgrading of enterprises in Japan is very fast, its speed is almost Germany (Germany is the rapid replacement of one product) twice as high. For example, in 70 years period, Toyota Motor Manufacturing Company simultaneously to the U.S. automotive market with 82 kinds of products, while other countries can only provide 48 or 31 models of cars.
Continuously improve the product quality is the success of Japanese companies access to another major feature. Japanese enterprises continuously improve the quality of products have made painstaking efforts, they often keep in touch with consumers, and even loaned money, and many spend a lot of valuable time, through various channels, continue to understand and listen carefully to customers to improve the quality of the product made advice; the quality as enterprise life, has become a group of Japanese companies, awareness of all staff. One study found that the quality of Japanese products has been better than American products. The mid-70s, the U.S. aircraft industry, the world's acknowledged leaders in enforcement, Japan is still nameless. But in recent years, Japan has become the United States in the computer industry were a major threat.
Japanese companies enter the international market, has been using a so-called 'market share' pricing strategies. This strategy is to adopt a lower market price, in order to obtain part of the market and thus achieve long-term control of the market. To this end, the Japanese always lower prices than its competitors. They are happy to be points in the first few years of loss, to put this loss seen as an investment in the long-term market development. To do so in the past few years the Japanese have been accused of being 'dumped'. This situation in the U.S., cars and other products on the market has been particularly evident. Japanese cars with fuel-efficient, low-cost advantages of a large number of flooded the U.S. market in 1990, the U.S. car market accounted for about 30%, so that the U.S. auto industry Zhaojiabuzhu. Finally, both the U.S. and Japan in an official capacity to enter 'the stage of confrontation', Dui Bu in the courtroom, the U.S. made cars on Japan's decision to limit imports.
Japanese companies want into the U.S. market, but when the image of Japan's poor product quality, reputation or poor. Moreover, many enterprises do not have product sales channels. Moreover, even if the understanding of the United States, sales channels and can not be used publicly. To this end, several Japanese companies have adopted the following measures:
1. Concentrate on selected market breakthrough. They are not to grab all of a sudden occupation of the market, but rather to select an area of the market, a wholesaler or a certain type of consumer, first hit in, and then gradually expand a firm foothold, such as Toyota Motor Corp. California's first choice of the market, through the region aware of the characteristics of the U.S. market, consumer preferences and the U.S. experience in dealing with wholesalers and distributors. In the 'breakthrough' success, and then entered the U.S. market. Japanese TV to enter the market steps: find someone to dealers 12-inch, 16-inch black and white TV, and then selling color television sets, and then, after a joint venture plant in China.
2. Carefully selected and effective sales channels and capable of wholesalers.
3. For some special products, direct contact with customers and establish an independent sales organization.
4. Sales of the use of competitors to sell, that is to enter a country market, the use of intermediaries or producers of the country's trademark or trademarks of the products sold in Japan. When its products into the market and occupy a certain status, it has gradually set up their own image of the product grade and form their own sales channels, the last place.
Japan's entry into a market, great attention to the friendly cooperation with wholesalers to provide them with all kinds of help, the more generous remuneration paid to stimulate business brokers the enthusiasm of Japanese products. Japanese companies adhere to 'the interests of distributors first, the business interests of the second' principle, and always maintain a friendly business relationship with the intermediaries. Japanese enterprises have also invested a lot of money and effort to carry out advertising, to promote and enhance the reputation of products in the market and expand sales.
Public Relations Strategy
Japanese companies to carry out public relations show a style, a strong expansion of the enterprise visibility. For example, the Japanese car companies into the U.S. market, all companies are actively committed to the United States service, out of human, material and financial resources to engage those who appear to have nothing to do their jobs and social services work, and with local communities to build cordial relationship. Nissan Motor Co. plant in Tennessee since the establishment of the first day, we set up voluntary work group and the West, the Committee on Contributions, often to the local charitable organizations to donate money and goods, but also organized local residents to the factory to visit and organize the local high school students each semester to the plant to experience a day of plant life. This is the attitude of many of the activities and drew much goodwill the goodwill of the local community residents. This is also the Japanese companies to enter the U.S. market, an important factor in competitive strategy. US-Japanese auto companies to compete well and cry out in alarm, while the U.S. auto companies have been unable to do anything!
The record shows that Japanese companies into the U.S. market in the early stage, very few companies with the U.S. head-on collision, but rather to find the weak links, even from the United States has yet to reach the market first break, and get a place. Then, they like the 'snowball', like strategic progress, and building up their product base and strengthen its market position, so that some time in the future competitors head-on confrontation with the United States or directly competitive. As the frontal assault 'fierce fighting' and growing is bound to the company's strong counterattack by the United States, and thus a 'trade friction'. Japanese companies, or deal in the local communities, government; or to attract large numbers of U.S. companies have been part of the retail network and small businesses, or to improve the treatment of factory workers in the United States and so on, using a variety of ways and means to weaken the U.S. competitors counterattack forces, reduction or elimination of friction. Sometimes, through all kinds of harassment, low morale of the opponent in order to ultimately force the opponent to make concessions. When the 'Trade frictions' fierce to the enterprise can not use his power to eliminate, the last only through the Government's diplomatic means to resolve. The past two years, Japan and the United States on the 'Tokyo Round' negotiations is a strong evidence.
Many companies in Japan in the international market is highly competitive. Japan's well-known household appliances, automobiles and other products into Europe, the Americas, many countries, dominate the market a success. In recent years, Japanese products are flooding the market, Japan's retail enterprise groups 'ex-', also entered the Chinese market. Why do Japanese companies and products to enter their markets, what secret? This is something we discuss and study an important subject. For example, the marketing strategy adopted by Japanese companies into the world market, Japanese companies product strategy What are the main features of Japanese corporate promotions and public relations, what is characteristic, and so on.
Can be seen from this case: in the product and pricing strategies, their approach is 'low-cost, high quality and innovation'; in the distribution strategy, to concentrate on selecting a breakthrough in market access, capture the market; in sales the means and public relations, with particular attention and wholesalers, friendly cooperation, and good service to win the favor of consumers and so on.