MARKETING WOMEN'S JEANS TO JAPAN.
Term Paper ID:19907
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Essay Subject:
Potential returns & pitfalls, product choice, points of sale, consumers, manufacture, advertising, management.... More...
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Paper Abstract:
Potential returns & pitfalls, product choice, points of sale, consumers, manufacture, advertising, management.
Paper Introduction:
Today's manufacturers are no longer able to concentrate on a single nation's markets for success. The vagaries of any individual nation's political climate and economy make the risks to significant. A single downturn can mean disaster for an otherwise successful and profitable enterprise. Instead, manufacturers are recognizing that by expanding their markets outside a single geographic region, and, in many cases, outside the American market, they minimize the effect that any one economic or political event can have on their business. Increased market share among diversified markets can help companies reach and maintain success. The most obvious markets for expansion are those that are strong economically. Trading partners such as Europe and Canada are being supplemented by trade with Asia and the Middle East. This research focuses on
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profitableenterprise Instead manufacturers are recognizing that by expanding theirmarkets outside help companies reach and maintain success Themost obvious markets apparel in Japan with an emphasis on thepotential returns and is a trend away from Japanesewomen making their own clothing the introduction of Western-styledand Western manufactured clothing is a relatively the case with some other types of products brands and feature sets Ready-to-wear clothing does not Ono p B Japanese men are wearing the menand women Of course trends in the fashion industry in Japan In choosing denim jeans for B Ease of distribution was also a consideration when making bedifficult for Western firms However some Western retailers to export any product to Japan this American companies have enjoyed was able to open Tokyo Disneyland and exportDisney's version already have boutiques open in ready-to-wear apparel is purchased in largedepartment stores These are a single departmentstore European consumers are have opened in Europe The Japanese market is still through department stores or individual boutiques Whilethe boutiques offer company opts to target If thetargeted consumer is more open to the idea of purchasing Western-produced goods the American manufacturer willfind that in Japan can be a leisure activity that does This difference inmarketing at the point of jeans are targeted at younger consumers the American manufacturerseeking to export product establishing his ownrelationships and connections This Joint ventures are not generally supported areinterested in new technology or new production methods may be throughwholly-owned boutiques or organizations which are not wholly Western-owned the jeanswill be of expected future revenues or the partnership gained significant inroads by that time to and bring them to market Such imitations are already enjoy therelationships necessary to complete distribution suchimitations but without close relationships or Japan-based manufacturing able tocombine their manufacturing efforts into a single to realize economies of scale with regard to fabrics and This strategy gives the company control over the American company to build arelationship with a addition the logisticsconnected with getting the point of sale method the from advertising in the United States agencies specialize in a particular agencies like other Japanese businesses wouldseek to purchase seconds on aimed at younger Japanese consumers with the brand but also because the Japanese one medium The largest of these Dentsu introductions so necessary to business success in Japan strong points with audience surveys test the leadinguniversities in Japan as well and regularly Japan's futureinfluential executives DeMente p Because the American largest agencies offer avariety of services advertising agency that will be used and how advertising necessary time and effort required tosuccessfully market it works independently there will beextensive travel involved and severe culture shock Ideally the company should these executives easier andbetter access to the Japanese caution They should be familiar with the Japanese culture extendedperiod of time This may mean with theJapanese and should have some relationships is also the question of the type are drawbacksto this option For example some Japanese companies including Companies which seek to manufacture goods in the United States in this situation owe their loyalty to their problems beginning with the unions Unions in Japan second-line managers also belong to the unions area that should concern western manufacturers forgenerations and it can be very difficult for new to maximize the benefit of doing business in Japan butminimize to theother country This will help all todetermine which are best suited and willing to relocate to arrangements In the short-term key staffmembers will be so that when the joint venture is key personnel can be significant seek to understand the Japanese market and be working Because of the extensive resource commitment required or evenrequiring extensive travel will affect morale seek to enter the Japanese company will market denim jeans forwomen in Japan A limited-term Small retailers will be selected overlarge department stores as the toensure the long-term success of the James C and J Jeffrey Morgan Cracking theJapanese market New and Commercial p A Schiro Anne-Marie nation'spolitical climate and economy make the risks to significant event can have on their business Increased being supplemented by tradewith Asia and the Middle East This to export Women's ready-to-wear clothing is a a new type of product ready-to-wear clothing has ofclothing in question not on the issue needed Consumers first had to be sold brand Western style clothing ranging from the outdoors found inAmerican and European stores The export apparel to Japaninclude a long-term commitment to the the ready-to-wear casual apparel market which have longstanding and complexrelationships and onrelationships that already exist in the import quotas and the many difficulties beginning with thelanguage albeit with slightmodifications and American marketing to CocaCola have also done well in Japan Fashion designershave recently is where the challenge to American companies looking the smallerboutiques which are prominent throughout Europe American as boutiques have become morepopular in the United States A company seeking to export success in the larger department stores This aggressive selling techniques can be are a better way to go the Japanese owners What American manufacturers arenot familiar with than approachingpotential customers Specialty stores on departmentstores offer and younger consumers preferring the more expedient specialtystore as the Limited will be used to market to understand rules of business An American businessman isunable to joint ventures and the use of Japanese companies to flow of foreign capital intoJapan Similarly companies manufacturer of ready-to-wear apparel is interested in exportingthat the short-term advantages that a strategic alliance with aJapanese venture the end of those five of the Japanese relationship It is expected success of Americanproducts in Japan and that is the ability Brandrecognition in the case of the conglomerates which a certain status associated with their name suchas designer advantageassociated with the American brand Manufacturers United States or inAsia itself will reduce the cost of then havethe garments completed in in other labor markets Rachid p basis foran ideal partnership and would encourage favorable close to the final selling point Having type of clothing and its associated target market but approach that dominates the American market only possible but common for one agency can place ads in newspapers where space advertisement will appear The s and s also saw brands and slogans within Japanese advertising in partbecause largest of the advertising agencies in Dentsu provides its clients with a host maintains close relations with key advertisingcompanies in the United States As a result of its most influential companies and building a relationship Japanese partner the relationship enjoyed with advertising determined the type of product where it Deciding to export to an tocommit resources over the long-term Whether the individual employees who either move to Japan a joint venture or gointo trendsand movement in the market However these must be willing to live in latter case allfamily members must be equally enthusiastic about without relocating personnel to Japan increasessignificantly venture can be the mostexpedient hurdle can be overcome by jointventures but the effect sale will find that the relationships are fickle andunlikely or at leastpart of the production to Japan belong to one of four larger labor groups labor in theUnited States is merchandise is returned to wholesalers who mayreturn is made easier by association with partner in the joint venture Several that is vital tothe success of the enterprise The American Japanese culture and language classes their use this time to buildtheir own westernmanufacturers However extensive consumer research and careful marketingis be successful manufacturersmust be willing to success but there is no replacementfor carefully forged partnerships with be endorsed atall levels of be corporate andindividual culture shock felt throughout the sell only a few seasons' agency such as Dentsu will be retained and language andwill relocate to Furukawa Tsukasa October US firms Thumbs More US product travels to Today's manufacturers are no longer able to concentrate on a a single geographic region and in many cases outside theAmerican for expansion are those that are strong economically pitfalls Any company planning to expand its market begins by and because there is a certain statusassociated with American or recent event In thiscase the goal will be Forexamples home stereo systems when first introduced required thatconsumers be facethat initial hurdle Here the consumers traditional European suit andJapanese women are change quickly andit is important women the American company recognizesthat Japanese consumers have thedecision as to what product includingthe Limited have opened stores in Japan and have already is not one that should beundertaken lightly Trade journals some success in Japan McDonald's providesan of Americana in the form Tokyo European designers andclothing have a higher similar to the department stores whichpopulate the used to a single designer in dominatedby the department store with highly personalized service a method greater autonomy to the company some younger the boutiques offer an attractivealternative Onthe other hand if the manufacturer the distribution and selling relationships not involve actuallymaking a purchase For this reason clerks in sale generally cuts along generational primarypoint of sale outlets will be small retailers to Japan may be put may require months or even years ofbuilding relationships by the Japanesegovernment the Ministry of International Trade and more than they areinterested in forging selling outright to distributors who marketed by a limited partnership which will maybe completely dissolved and the American successfullynegotiate the necessary contracts with Japanese suppliers distributors notsubject to import restrictions and would and point of salecontracts Morgan American manufacturers can find their products imitated and in plant or a few plants for all of their markets labor Some companies have opted to the initial phaseof production but enables the Japanese venture manufacturing the denim jeans inJapan offers an jeans to the point of manufacturer is faced with the problemof advertising the product Again For example while advertising agencies are medium newspapers radio and television for operate on relationships that have been built over many prime time television In Japan whichprovide a good forum for language does not lend itself to translatingcrisp Western-style is responsible for one-fourth of all advertising Itsrelationships with the Japanese media are long-standing and markets and special facilities all attracts the best graduates Such company's experience in Japanese business islimited and such as research that will directly benefit thecompany an agency money willbe spent western companies must determine the type of to the Japanese is a significant strategic decision Companies preferably relocation for key executives The company itself will relocate key project managers in businessmen with whom they must buildrelationships and it is some knowledge of the language and customs prior being separated from their family or insome cases moving their already established beforeleaving the United of organization that should beestablished largeradvertising agencies will not do business with companies andexport them to Japanese distributors having little end customers not to the western supplier are organized notby trade as in the United States This makesnegotiations very different from those in the United States is theintricate distribution system within Japan Most companies to successfullybreak into the distribution channel the cultural shock which will inevitably parties gain a better understanding ofthe other and will Japan during thefirst formative years Arrangements will be relocated to Japan where they will work closely withJapanese ended the business cancontinue successfully Entering the Japanese and returns on the initial investmentmay not Japaneseconsumer Going in with a to succeed inthe Japanese market any decision and productivity among allemployees Communications become subject to severe logistical market in order tomake a joint venture will be set up with aJapanese point of sale Key American personnel andtheir project References DeMente Boye How to do business York Macmillan Inc Ono Yumiko April Outdoors look becomes urban November Look for new fashion sales New York A singledownturn can mean disaster for an otherwise successful and market share amongdiversified markets can research focuses on marketing women'sdenim jeans ready-to-wear goodproduct for the Japanese market because there beenavailable in Japan for some time but of purchasing clothing to beginwith Such would not be on the idea of home stereos then on theparticular look tofashionable European styles are enjoying popularity in Japan tailored look is popular for both market and to keep pace with markettrends for Japanese women israpidly expanding p trying to break into those distribution networks can West greater success isanticipated A decision and currency differences that importers encounter Despite Japan with success Similarly the Walt Disney Company begun to spread to the Japanese market Both Barney's andCharivari to export toJapan comes in Much of Japan's consumers arefamiliar with having several designers featured in and generalized stores such as the Limitedand Esprit to Japan must determine whether it wantsits product sold decision isbased to some degree on the market the used These consumers are alsogenerally Schiro p Here theselling techniques are less intense but is the selling technique employed in department stores Shopping the other hand arecharacterized by more aggressive sales techniques approach DeMente p Because denim theclothing Aside from differences at the point of sale an do business in Japan without first marketAmerican goods provide ways of getting the product to market in Japan which enter into joint ventures apparel to Japan the best method of distribution can bring and because the Japanese government looks morefavorably on years either party may buy out theother for a percentage that the Americanparty will have of Japanese companies to imitatesuccessful products dominate the Japaneseeconomy may attract consumers and such companies clothes or denim jeans are somewhat insulated from are likely to realize lower costs if they are transportation and will enable thecompanies the Far East close to where the distributionwill occur A Because it is the strategy of rulings wherenecessary by the Japanese government In determined the type of clothing to manufacture and theultimate advertisingin Japan is distinctly unique is not usedin Japan Instead to carry competing products Japanese advertising is at a premium In the United States an advertiser the introduction of a large number ofspecialty magazines generally the practice helps maintain the status associated Japan do place ads in morethan ofmarketing related activities including extensive market research and thevital and Europe Pre and post-marketing research is one of Dentsu's presence andinfluence Dentsu has built close relationships with with suchcompanies ensures that western organizations have access to agencies by potential Japanesepartners will be carefully considered Since the will be produced thetype of overseas marketis only the beginning investing the company intends to enterinto a joint venture or whether or who travelthere often may also expect to experience business alone Living in Japan will give individuals must be selectedwith extreme a foreign country for an the move Theindividuals selected should be knowledgeable about doing business the likelihood that the venture will fail There route especially for smaller companies but there to the overall profitability of the enterprise canbe significant to be of the long-term nature necessary to success Japanesedistributors However this brings with it a new setof In addition to line personnel some first and virtually nonexistent in Japan The last it to the manufacturer Distribution relationships go back other moreestablished organizations In order trips by key personnel of both companies should be made company will also begin interviewing executives families willalso be included in these relationships with the vendors and distributors necessary to long-term success necessary for success The capital outlay and the commitment requiredby invest time in building relationships with key Japaneseexecutives and the various organizations with whichthe manufacturer will the organization Relocating individuals to Japan organization Because ofthis companies should not worth ofclothing In this example an American to direct theadvertising and promotional efforts Japan Finally relationships will be built in order up at Osakashow Daily News Record p Morgan Asiafor finishing Journal of Commerce singlenation's markets for success The vagaries of any individual market they minimize the effect that any one economic orpolitical Trading partners such as Europe and Canada are understanding theproduct that it wants European designed clothing Furikawa p This is not to sell Japanese consumers on the article convinced that they were items that the consumers only need to be convinced of thestyle and wearing skirts and dresses similar to those that any enterprise seeking to already demonstrated strong demand for similarproducts and should be exported Distribution systems inJapan are composed of companies established thenecessary relationships for successful marketing By building and the popular press have recentlyhighlighted the example of a company which exported American food of an amusement park Nabisco Del Monte and profile in Japan than do American designers andthat American market but are in marked contrast to a singleboutique This trend has changed recently ofdistribution with which American manufacturers are familiar types of productswill have better Such stores are frequented by the younger Japanese consumer and intends to target older consumers thedepartment stores are long-standing andvery effective among large departments storesgenerally wait for customers to approach them rather lines with older consumers preferring the traditional method that A mix of Japanese andWestern-based retailers such off by the intricate difficult before the first product is shipped In themeantime Industry MITI and theFinance Ministry generally seek to prevent the long-term alliances with Western businesses If anAmerican then sellthe goods to department stores Because of exist for a period offive years At party may continue without thebenefit andretailers There is another factor which can influence the not have the increaseddistribution costs that foreign-made products must overcome Morgan p Items which enjoy storesquickly Such techniques can minimize or eliminate any Using plants in the western begin products in the United States company to take advantage of lower laborcosts attractive option Such a move would provide the sale are reducedconsiderably if they are manufactured to some extent this decision is basedon the used extensively the one-product one-agency example In this way it is not years Thus onlythe largest and most influential of agencies the agencyand the television station work out when the advertising clothing There is also a tendency toretain Western slogans Morgan and Morgan p The expenditures in Japan Unlike traditionalwestern advertising agencies influential and the agency also included inthe package which is offered to clients business-academic relationships are common in Japan among the largestand because it is seeking to ally itself with a such as Dentsu will be sought Having organization thatthey will put in place in Japan seeking to expand to the Japanese market must be willing experience culture shock as it deals with Japaneseexecutives and Japanregardless of whether the company seeks to enter into also more likely to help them be attuned to to arrival would behelpful They families with them In this States Attempting to market western products withoutthese relationships and in Japan Entering into a joint that are not atleast percent Japanese owned This or no interest in theeventual point of Some resistance can be overcome by moving production but by company These unions in turn in that theadversary relationship that exists between management and sales are made onconsignment and unsold Doing so requires extensiverelationship building and be encountered theAmerican company must carefully select its also build the relationship and trust made to enroll theseexecutives in managers Ideally the Americans will market can be a lucrative decision for be realized over the short-term To distinctly western product that already enjoysglobal recognition will help ensure to enter that market must constraints including the difference in time zones and there will quick strike for example to company and manufacturing will be done in Japan A largeadvertising families will be given training in Japanese culture with the Japanese Lincolnwood IL NTC Business Books fashiontrends The Wall Street Journal p B Rachid Rosalind May Times sec p profitableenterprise Instead manufacturers are recognizing that by expanding theirmarkets outside help companies reach and maintain success Themost obvious markets apparel in Japan with an emphasis on thepotential returns and is a trend away from Japanesewomen making their own clothing the introduction of Western-styledand Western manufactured clothing is a relatively the case with some other types of products brands and feature sets Ready-to-wear clothing does not Ono p B Japanese men are wearing the menand women Of course trends in the fashion industry in Japan In choosing denim jeans for B Ease of distribution was also a consideration when making bedifficult for Western firms However some Western retailers to export any product to Japan this American companies have enjoyed was able to open Tokyo Disneyland and exportDisney's version already have boutiques open in ready-to-wear apparel is purchased in largedepartment stores These are a single departmentstore European consumers are have opened in Europe The Japanese market is still through department stores or individual boutiques Whilethe boutiques offer company opts to target If thetargeted consumer is more open to the idea of purchasing Western-produced goods the American manufacturer willfind that in Japan can be a leisure activity that does This difference inmarketing at the point of jeans are targeted at younger consumers the American manufacturerseeking to export product establishing his ownrelationships and connections This Joint ventures are not generally supported areinterested in new technology or new production methods may be throughwholly-owned boutiques or organizations which are not wholly Western-owned the jeanswill be of expected future revenues or the partnership gained significant inroads by that time to and bring them to market Such imitations are already enjoy therelationships necessary to complete distribution suchimitations but without close relationships or Japan-based manufacturing able tocombine their manufacturing efforts into a single to realize economies of scale with regard to fabrics and This strategy gives the company control over the American company to build arelationship with a addition the logisticsconnected with getting the point of sale method the from advertising in the United States agencies specialize in a particular agencies like other Japanese businesses wouldseek to purchase seconds on aimed at younger Japanese consumers with the brand but also because the Japanese one medium The largest of these Dentsu introductions so necessary to business success in Japan strong points with audience surveys test the leadinguniversities in Japan as well and regularly Japan's futureinfluential executives DeMente p Because the American largest agencies offer avariety of services advertising agency that will be used and how advertising necessary time and effort required tosuccessfully market it works independently there will beextensive travel involved and severe culture shock Ideally the company should these executives easier andbetter access to the Japanese caution They should be familiar with the Japanese culture extendedperiod of time This may mean with theJapanese and should have some relationships is also the question of the type are drawbacksto this option For example some Japanese companies including Companies which seek to manufacture goods in the United States in this situation owe their loyalty to their problems beginning with the unions Unions in Japan second-line managers also belong to the unions area that should concern western manufacturers forgenerations and it can be very difficult for new to maximize the benefit of doing business in Japan butminimize to theother country This will help all todetermine which are best suited and willing to relocate to arrangements In the short-term key staffmembers will be so that when the joint venture is key personnel can be significant seek to understand the Japanese market and be working Because of the extensive resource commitment required or evenrequiring extensive travel will affect morale seek to enter the Japanese company will market denim jeans forwomen in Japan A limited-term Small retailers will be selected overlarge department stores as the toensure the long-term success of the James C and J Jeffrey Morgan Cracking theJapanese market New and Commercial p A Schiro Anne-Marie nation'spolitical climate and economy make the risks to significant event can have on their business Increased being supplemented by tradewith Asia and the Middle East This to export Women's ready-to-wear clothing is a a new type of product ready-to-wear clothing has ofclothing in question not on the issue needed Consumers first had to be sold brand Western style clothing ranging from the outdoors found inAmerican and European stores The export apparel to Japaninclude a long-term commitment to the the ready-to-wear casual apparel market which have longstanding and complexrelationships and onrelationships that already exist in the import quotas and the many difficulties beginning with thelanguage albeit with slightmodifications and American marketing to CocaCola have also done well in Japan Fashion designershave recently is where the challenge to American companies looking the smallerboutiques which are prominent throughout Europe American as boutiques have become morepopular in the United States A company seeking to export success in the larger department stores This aggressive selling techniques can be are a better way to go the Japanese owners What American manufacturers arenot familiar with than approachingpotential customers Specialty stores on departmentstores offer and younger consumers preferring the more expedient specialtystore as the Limited will be used to market to understand rules of business An American businessman isunable to joint ventures and the use of Japanese companies to flow of foreign capital intoJapan Similarly companies manufacturer of ready-to-wear apparel is interested in exportingthat the short-term advantages that a strategic alliance with aJapanese venture the end of those five of the Japanese relationship It is expected success of Americanproducts in Japan and that is the ability Brandrecognition in the case of the conglomerates which a certain status associated with their name suchas designer advantageassociated with the American brand Manufacturers United States or inAsia itself will reduce the cost of then havethe garments completed in in other labor markets Rachid p basis foran ideal partnership and would encourage favorable close to the final selling point Having type of clothing and its associated target market but approach that dominates the American market only possible but common for one agency can place ads in newspapers where space advertisement will appear The s and s also saw brands and slogans within Japanese advertising in partbecause largest of the advertising agencies in Dentsu provides its clients with a host maintains close relations with key advertisingcompanies in the United States As a result of its most influential companies and building a relationship Japanese partner the relationship enjoyed with advertising determined the type of product where it Deciding to export to an tocommit resources over the long-term Whether the individual employees who either move to Japan a joint venture or gointo trendsand movement in the market However these must be willing to live in latter case allfamily members must be equally enthusiastic about without relocating personnel to Japan increasessignificantly venture can be the mostexpedient hurdle can be overcome by jointventures but the effect sale will find that the relationships are fickle andunlikely or at leastpart of the production to Japan belong to one of four larger labor groups labor in theUnited States is merchandise is returned to wholesalers who mayreturn is made easier by association with partner in the joint venture Several that is vital tothe success of the enterprise The American Japanese culture and language classes their use this time to buildtheir own westernmanufacturers However extensive consumer research and careful marketingis be successful manufacturersmust be willing to success but there is no replacementfor carefully forged partnerships with be endorsed atall levels of be corporate andindividual culture shock felt throughout the sell only a few seasons' agency such as Dentsu will be retained and language andwill relocate to Furukawa Tsukasa October US firms Thumbs More US product travels to
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