Market Entry: Japan Market Entry Thesis

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d.). Billboards and other public advertising such as on buses and subways are also a viable option. Japanese are wired, so advertising through popular Internet portals is a possibility. Also, mobile phone advertising is a possibility. However, it is worth noting that the preferred medium for advertising is highly dependent on the type of product or service offered. Therefore to some extent the ideal channel will be dictated by industry norms (Ibid), unless we choose to buck the trend.

Promotion of Product

The Japanese market is intensely competitive for most products, since it is a mature market with only limited growth prospects. Promotion can be very aggressive as a result.

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Japanese consumers are price sensitive, but they are equally sensitive to quality. Thus, it is best to enter the market with either a cost leadership strategy or a differentiated strategy. The company's position on the value proposition curve must be carefully managed.

Promotion should focus heavily on advertising. Although it can be difficult to stand out from the pack, this is the most effective means of promoting in Japan. However, the high degree of Internet and mobile phone usage means that the Japanese market is highly responsive to viral promotional campaigns. Viral marketing is well-developed in Japan, and should be considered for our product as well (Noorbakhsh, 2008).

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