Practical use of marketing research for area market development

Date of publication: June 15, 1983


This case study refers to the "A" Company, one of Japan's leading manufacturers of audio/video equipment and home electric appliances. For a long time, the company remained to have a small share in the Sendai Metropolitan district, one of the business territories supervised by its regional branch office, but has achieved a substantial increase of the share by incorporating the area market development strategy into the corporate strategy for the district. At the "A" Company, the area market development strategy was formulated and implemented perfectly on the basis of full understanding by all concerned — from the top management and managerial staff at the Regional Branch Office and the Sales Company's field personnel, to operators of retail outlets.

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