Marketing strategy and management in Japan

Date of publication: June 15, 1990

Author: Kozaburo Sagawa


Today the Japanese market is rapidly becoming a site for international competition. In the field of household daily necessities too, several large foreign-affiliated companies have entered the Japanese market and are achieving considerable success. The main reason for this success lies in the excellence of their products. Japanese consumers are extremely unique in their strict judgement of products, their strong demand for improvements in their lives, and their quick response to change. Indeed, these characteristics explain why Japanese products have maintained their strong position worldwide. More than anything else, the key to being successful in Japan lies in having outstanding products. Whatever marketing methods are used, it will be difficult for products to achieve success if they are relatively weak.

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