How CS can be used for producing info that can be employed in strategy making? Part V: Interpreting market dynamics and demand: consumer science as a means to achieve strategic information Riku wondered whether paying retailers more for a certain period would make sense.At the same time, we are committed to maintaining our Japanese identity. Down the road, we can focus on our own brand. Think of the cost savings. Part I: Market outlook, factors and trends 2. He was feeling increasingly anxious about work. But growth was well below projections, and the division, which was supposed to be self-sustaining after five years, was still losing money. Americans already loved so many Japanese products.
You could also start a coupon program. As a Mexican who has lived and worked across South America and in the United States for the past 20 years, I certainly understand the desire to return home.Then I could make a case to my boss. Rebecca jumped in. But we know that even achieving a position of number three or four in our subsegment will take a long time. The influx of cash would not only make those late-night calls with the executive team in Tokyo much easier but would also allow Riku to more easily ramp up his branded marketing efforts when the time is right. Time to Debrief Before heading to the office, Rebecca and Riku stopped at Starbucks to get a bite to eat and debrief. CASE STUDY CLASSROOM NOTES 1Consumer packaged goods companies seeking international growth have several options: create a foreign subsidiary to sell the original product abroad; establish a new brand for the new market; acquire a local brand; partner with another brand for distribution and marketing; and produce for a local company under its brand in an original equipment manufacturer or private label deal. Riku glanced ruefully at Rebecca. Elie Ofek is the T. Both of them were getting homesick. A Recommendation Back at home that night, Riku sat in front of his computer screen, looking at his colleagues sitting around a conference room table. Riku wondered whether paying retailers more for a certain period would make sense. Down the road, we can focus on our own brand. They have offered us a private label deal that could quickly make us profitable.
Think of the cost savings. At the same time, we are committed to maintaining our Japanese identity. And the older their daughter got, the more they realized that they wanted her to grow up Japanese, not American.
Part IV: Mature products in a mature business: when consumer science helps with repositioning or rejuvenating a mature product It was morning in Tokyo, and he was checking in with the executive team at headquarters. He hoped he sounded more confident than he felt.It would be their brand, their packaging, their flavors. But Riku worried that it would be only a short-term fix and would fail to establish the Kenko brand in the United States. Both of them were getting homesick. Riku wondered whether paying retailers more for a certain period would make sense. At the same time, we are committed to maintaining our Japanese identity. We believe that the combination of taste and healthfulness we offer can be as competitive in the United States as it is in Japan. Six years earlier, he had been asked to relocate from Tokyo to San Mateo, California, to spearhead the launch of Kenko USA, the first foreign subsidiary of his employer, Kenko. Riku had assumed that Kenko USA would be a true success before he turned it over to someone else and returned to headquarters. Conclusions Appendix: further insights on methodological tools adopted in this book Description Consumer Science and Strategic Marketing: Case Studies in the Traditional Food Sector aims to close the gap between academic researchers and industry professionals through real world scenarios and field-based research. How can Consumer Science help to reduce the risk of market failure? Global trends in traditional food production and retailing 4. She believed it would help American consumers see Japanese rice crackers as a healthful, gluten-free snack choice and would provide the distribution bump the division needed to grow sales and become profitable. Riku glanced ruefully at Rebecca. Executive Summary In this fictional case study, the protagonist Riku Nakamura relocated from Tokyo to San Francisco to spearhead the launch of Kenzo rice crackers into the U. What are the potential downsides to pursuing the deal?
Riku glanced ruefully at Rebecca. Shoppers, too, have needed an introduction to our crackers.