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Marketing Block 2
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GOUDA CHEESE IN JAPAN
Gaston
08/06/2007
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AGENDA
Core benefit PEST analysis Micro segment Product position Local situation analysis Conclusion
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CORE BENEFIT
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PEST ANALYSIS
PEST Japan Netherlands
Political •High context•Party government•Stable politics
•Low context•Coalition government•Stable politics
Economy •Just recovery•High GDP performance•Low inflation rate
•Remain in a good status•High GDP performance•Low inflation rate
Social •Bulge shape of population•Consciousness of health•Environmental care
•Bulge shape of population•Consciousness of health•Environmental care
Technology
•High medical level•High automation level
•High medical level•High automation level
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MICRO SEGMENT
Criteria Japan
Economic 2nd highest GDP (2006, IMF)
Demographic •Small family structure•Bulge shape of population•Population: 128 million
Culture •Strict custom•Emulative•Accept foreign stuff
Benefit •Health food for children and old people. Eg. Hight, and osteoporosis.•Different diet•Mild Taste
Lifestyle •New product acceptable•Western life worship
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PRODUCT POSITIONProduct space
Salient attributes •Health benefit•Tasty•Curious
Evoked set •Biggest cheese export country•Historical industry•Specific shape and colour •Tasty•Health benefit
Attribute rating 1st Specific shape and colour2nd Tasty3rd Health benefit
Preference 1st Specific shape and colour2nd Tasty3rd Biggest cheese export country4th Historical industry
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TARGETING STRATEGIES
Universal
Adapted
Uniform
Unique
Local Market SegmentP
ositi
on
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LOCAL SITUATION ANALYSIS-AMacro
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
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LOCAL SITUATION ANALYSIS-AMacro
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
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LOCAL SITUATION ANALYSIS-BEntry mode Japan Netherlands DifferenceExporting, licensing, alliance, FDI
5 5 0
Marketing control 3 3 0Level of independence
3 5 2
Key success factorsKSF1 Culture TraditionKSF2 Economy Diet habitKSF3 Politics Culture
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LOCAL SITUATION ANALYSIS-BCountry-Specific Advantages
Japan Netherlands Difference
CSA1 Development level
Development level
CSA2 Political risk Political risk
CSA3 Financial institutions
Financial institutions
Firm-Specific AdvantagesFSA1 Product life cycle
stageProduct life cycle stage
FSA2 Distribution infrastructure
Distribution infrastructure
FSA3 Advertising media
Advertising media
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LOCAL SITUATION ANALYSIS-BStrategic importance
Japan Netherlands Difference
Locally 5 3 2Globally 3 5 2Leading market
5 1 4
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LOCAL SITUATION ANALYSIS-CLocal market strategy
Japan Netherlands Difference
Objectives Young generation and old people
Everyone
Target segment(s)
Unique Universal
Intended positioning
Uniform Uniform
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LOCAL SITUATION ANALYSIS-CLocal Marketing Mix
Japan Netherlands Difference
Product line(s) medium highNew product(s) medium highBrand name high mediumPackaging design high mediumPackage size small largeLocal positioning price
high medium
Price competition medium high
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LOCAL SITUATION ANALYSIS-CLocal Marketing Mix
Japan Netherlands Difference
Main currency price
low high
Advertising creative
high high
Advertising media high highIn-store promotion high mediumEvents, publicity high lowDistribution channel
high high
Selling process medium highCustomer service low high
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LOCAL SITUATION ANALYSIS-CProfitability Japan Netherlands DifferenceSelling price high mediumUnit variable costs high mediumProfit margin medium mediumPercent of local profits
medium medium
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CONCLUSION
To analyse local market, we have to conduct by different tools and theory to close the reality.
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