Marketing Case #1

Overview of IndustryJapanese automobile industry is well-developed, Toyota or Honda is one of the most famous case in the world. Their presence is not only in Japan, but more over the world now. This case shows you the whole strategy how Japanese automobile industry has developed.

ToyotaToyota is one of the successful automobile company in Japan. They have their own system for developing their well-productivity.And they have their own strategy for each model. Not only for the targeting, but for telling the story.

This case shows you the strategy how they got so famous all over the world.

Story TargetingThey set the target definitely before producing new model. And focusing on the story what customer will experience. Each story decides the car style, model etc.

Student

Adult

Family

Senior

C

BB

A

Life Time Story TargetingStory is always changing for every person. So, they set the target as customers are growing. For the entrance, they suggest the cheaper one to the student layer, if customers like it, they’ll suggest another level as growing.

Student

Adult

Family

Senior

B

Marketing Case #2

Overview of IndustryJapanese E-commerce market is growing year by year. In the metropolitan area, it’s so remarkable and it provides well-communicational environment, helps to increase number of users. The government policy also push the environment of logistics, in Japan, cultural environment is also improved the Internet solutions.

RakutenRakuten is one of the biggest Japanese E-commece enterprise. The business , it adapts BtoBtoC model. The shops on the platform sells to the customer directly. This model refers to Japanese original merchant model.

This case shows you the strategy how they could be one of the most famous e-commerce enterprise in Japan.

Set the Target for the merchantSome e-commerce dealing has established before Rakuten’s platform. But the decisively different point was targeting, who will use your service. When they start the sales, execute the strategy for the small merchant, never used Internet to sell.

Existing EcommerceWhat Rakuten did

For Big dealing or Client For the small

merchant

Helping the ecommerceRakuten prepared the consultant for the shops on the platform. They teach the knowledge or strategy to increase the number of sales on the platform.It helps the merchant to learn how to sell their products.

ConsultantMerchant

Provide the knowledge for

selling

Paying the fee for increasing

the sales

Marketing Case #3

Overview of IndustryYou can find so many Convenience stores in Japan. There is some brands and many of them has closed. This industry is so much competitive, low cost, various good, is required by consumers. On the store, we can find not only for foods and drinks, but clothes, stationaries, books, and dealing some medicines.

7-Eleven7-Eleven is the King of this industry in Japan. This is one of the company of Seven&I holdings, and this is also Japanese biggest retailor. We can purchase daily goods on their stores, and it opens whole days, 24 hours.

That’s indispensable for all livings , especially in local area. Today, it shows you the strategy for acquiring the consumers.

Concentrating the area7-eleven stores are concentrating on specific area. We call it dominant strategy for effective delivery, advertisement, life-time value and so on. This strategy is so comfortable for Japanese people to visit the store to purchase the goods, because many people living one are, so it’s effective.

Area AArea B

Area C

Area Dstore

Dealing Original nameOn the store, we can find their original name with cheaper. This is produced by their holdings cheaper than comparing to national name. They have their own retail network every area, so it can be easily providing to the consumer through the store. And it enables them to strength their competitiveness.

Seven & I holdings

Food

drink

cosme

cloth

Distribute

Distribute

Distribute

Marketing Case #4

Overview of IndustryJapanese manga and anime is so popular among the youngers especially in Asian area. We call the people who loves manga or anime Japanese otaku, it’s one of the big community in Japan. The event for Otaku is bigger annually, and it’s the potential industry in Asian area in near future.

Manga and Animation

For the Asian teenagers, it’s so important keyword. The origin of manga has a background of historical oppressions. The Meiji era, before opening the market for the foreinger, the manga is coming to read for the nations as a book drawn as a caricature. It is read as a media for all readers to tell the story what the author is imaging through visuality.

Visible Story-tellingManga and animations always tell us the story. We can find the character on the story to be intoxicated with it. Through the story we could feel as if it were real life. The story attracts us into the world of imagination, and it’s one of the most attractive contents now.

Real Life

Imagination

Imagination Life→get sympathy with linking their own life

Contents Fluidity Story telling is one the most important point for marketing. One story and character can attract so many readers. Digital devices allow us to reach it easily in the future more. The remarkable point is story can be applied for some various of contents, as Ecommerce, movie, sound or other important ones.

・ Story・ Character

Community

Goods

Movie

Book

Promotion

Marketing Case #5

Overview of IndustryJapanese Home electric market is shrinking now. The TV industry had lead them for long years, but we purchase it less than the previous year. We have some reasons for market shrinking, one of that is well-expanded for all nations. We become not to purchase it more than previous year and the family budget is lowering year by year.

Sony 1st Story

Sony is one of the most famous Japanese company in the world. They are also so famous as an innovator and creator in Japan. Their company history tells us how important to create the market and become a king is needed in each industry. We experienced the World War 70 years ago. There is no doubt that Sony is the leader to have brought Japanese economic growth.

Market CreationTo create the Market is so important role for all companies. After the World War II, there is no stuffs in Japan and we had to create it by ourselves. Their first main project is tape recorder. To recording the information is growing more important in these days here.

Red Ocean

Red Ocean

New Market

Red Ocean

??

Contents MarketingTo attract potential customer, they made the contents marketing strategy. They held the seminar to tell them the importance of tape recorder for education of audio‐visual, not selling it. The audiences were so attracted by their contents and became interested in the tape recorder, finally they bought it

Costomer

How to set the entrance with

expanding the market, not only for acquiring

the customer

Interested

Try

Purchase

Expand the market

Marketing Case #6

Overview of IndustrySome Japanese home electric companies start the business outside Japan, during the rapidly market growth. Panasonic, Sony are the one of the most outstanding case to be success in the global market. Japanese domestic home electrical market is shrinking, it divides the winner and loser.

Sony 2st Story

Sony is one of the pioneer for the global market from Japan. Nowadays, they are operating some projects, music, entertainment, home electric, etc. Their history is said that it affected the Apple design or company culture. The named of “Sony” is after their hope for SONUS and SONNY. This is the first step for Sony to start the business globally.

Name ChangingAt the first, when the Sony has founded, their name is “Tokyo Tsushin Kogyo”, but they had changed their own name to localize into global market “Sony”. The meaning is, to combine the words “SONUS” in Latin with “SONNY”. Their hope for this name is, we are the small company, but the team with lively youngers

Tokyo Tsushin Kogyoo

Domestic Name Global Name

Sony

Robber MarketingIn 1958, 4 thousands transistor radios made by Sony had stolen in New York. The robbers stole the only Sony’s products without looking for others. This news was the top article on the New York Times. That was contributed to raise the Sony’s reputation.

Robbers stole the Sony products Sony