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International Marketing

The document outlines a strategic plan for launching a supermarket in Japan, focusing on employee and customer perspectives with specific metrics for evaluation. It discusses Walmart's failure in the Japanese market, highlighting the importance of understanding local consumer behavior, competition, and pricing strategies. Additionally, it suggests using the Polycentric approach for turnaround management to cater to the unique aspects of the Japanese market.

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TANISHA PRASAD
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11 views3 pages

International Marketing

The document outlines a strategic plan for launching a supermarket in Japan, focusing on employee and customer perspectives with specific metrics for evaluation. It discusses Walmart's failure in the Japanese market, highlighting the importance of understanding local consumer behavior, competition, and pricing strategies. Additionally, it suggests using the Polycentric approach for turnaround management to cater to the unique aspects of the Japanese market.

Uploaded by

TANISHA PRASAD
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Q- Design the octapace profile of the launch of your own supermarket in Japan.

Employee perspective
Respond to following 4 3 2 1
items
Preventative actions
Team work and team
support
Taking independent
actions
Facing and not shying
away from problems

Customer Perspective
Respond to following 4 3 2 1
items
Product Availability
Freshness of the
products
Explore new products
through sampling
stations
Personalized
recommendations and
tailored shopping
experiences.

WALMART IN JAPAN AND THEIR FAILURE TO DIFFERENTIATE

Competitor –
1. Seiyu – 331 more than 7 billion revenue.
2. Japanese no.1 – 45% Aeon
3. 3rd competitor – Costco – 26 stores & revenue more than 3 million.

Working Notes-
Japanese customers like treasure hunt for low prices.
Japanese culture and psychology shows that the customers over there associate low prices with
low/cheap quality.
Porter’s 5 forces model.
1. Price differentiation strategy.
2. Price scheming strategy.
3. Break-even point pricing strategy.
Japanese people are not fond of shopping in a bulk. (Walmart packs for masses.)
Fresh locally sourced food- Japanese culture.
Lack of understanding of consumers at global level.

Q- BCG Matrix
Star Question mark
Costco Walmart + Sieyu
Cash Cow Pets
Local super market Walmart without Sieyu
Aon

Q- Design GE 9 Cell Matrix OR 3*3 Grid matrix


Grow invest Grow invest Hold/protect
Aeon Costco Sieyu
Grow invest Hold/protect Harvest/divest
Aon & Costco Sieyu Walmart
Hold/protect Harvest/divest Harvest/divest
Sieyu Walmart Walmart
Q- Design EPRG – if Walmart wants to adopt turn around management which eprg
framework will you suggest?

Polycentric because – this concept believes in uniqueness of every market : UBIQUITOUS


After the span of certain time they may go to Regiocentric approach where economic, cultural
and political similarities amongst various regions of japan must be analysed and then proper STP
strategies must be designed to advance by leaps and bounds.

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