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Islamic Business

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Submitted By hijauman
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The chosen company is Nippon Shokken a japanese based company which is starting their journey into the Muslim world by selling top quality Halal Japanese seasonings. Nippon Shokken was founded in 1971 and it is based in Ehime, Japan but it has office branches and factories all over the world. Nippon Shokken is a company that focuses on selling top quality seasonings for Japanese type cuisine and they are top exporters of seasonings in Japan as of now with 34% of the market shares in Japan. In Japan alone they have 215 offices with Ehime and Chiba branches as the headquarters. Not just that, but they also have 25 offices located all over the world with Singapore being the office that is responsible of manufacturing halal version of their seasoning products. They achieve their production line with 8 factories in total, 5 being in Japan and 3 overseas. They have a Halal certified factory in Malaysia to produce their Halal products that is distributed for sale to Singapore, Malaysia and Indonesia. With all these offices and factories all over the globe, Nippon Shokken has more or less 4000 employees working in the sales offices or factories. This Multi-National Company is currently headed by their president, Tetsuya Ozawa and their Chairman/CEO Kazuhiko Ozawa. Both practice a management philosophy that “Success in business brings people great happiness” and they have succeeded in becoming the most famous seasonings brand in Japan with that philosophy.
According to NipponShokken.com (2015), the founder who name is not stated realized that many Japanese families found it a chore to make teriyaki sauce for their everyday cooking. So he decided to mass produce his mother's teriyaki sauce recipe. The company started in Ehime, the teriyaki sauce was sold in bottles all over convenient stores in that region in the 1970's and later on it slowly evolved into huge company and now a multi national organization. Nippon Shokken aims to deliver the best that they can offer to three areas of cuisine, which are “preparation”, “cooking” and “the joy of eating”(NipponShokken.com)
Nippon Shokken decided to venture into the Muslim market back in 2009 with the opening of the Singaporean branch. This sales office's target market is the entirety of the South East Asian population. If they were not to make any halal production they would be losing out on 240 million potential customers which is about 40% of the total population of the south east Asian region. Thus, they decided to start making Halal versions of their best products to accommodate the large Muslim population in South East Asia. Just like any company, Nippon Shokken faces many challenges when they enter the Muslim market. First of all, they must establish themselves as a company that genuinely certified halal because their original brand sells non-halal certified products. So, they must gain the trust of their Muslim consumers and they have done so by opening a factory in Malaysia that is JAKIM certified. Secondly, a lot of the Muslims in the South East Asian region is not 100% familiar with the Japanese cuisine, especially those who are not in the city region and is not exposed to much or any international cuisine. Lastly, to survive in the South East Asia they must perform well in terms of sales because if not the headquarters in Japan might just terminate the idea and they may remove themselves away from the Muslim market. Sustainability in any business is the most important and the way to survive is being financially sound. Nippon Shokken is a financially sound company, due to their success in Japan. So, venturing into the Muslim market is an extra addition to revenue rather than a step to avoid bankruptcy. In terms of maintaining quality, Nippon Shokken puts the utmost importance in the research and development department with around 200 researchers responsible in developing new and improved products for their Halal products.
Personal observations and reflection
I certainly learned a lot in the World Halal Summit as it was very educational. Nippon Shokken's product is very tasty and their staff is most polite among the other businesses I interviewed. Although they were not Muslims, their manners and conduct were very Islamic due to their attentiveness and politeness. This is the forefront of doing Islamic business, having a good character is the most important asset one sales person must have in Islamic businesses (Rice, 1999). Besides that, I also learned that Nippon Shokken is not very popular among Malaysians and I think they could do better if they advertise and promote their products in a more Islamic way. I think if they would use a more Islamic approach to marketing, for example according to Sandıkcı (2010), he stated that Islamic marketing should be focused on how products can be used or consumed to improve the ideal Islamic lifestyle. I believe that Nippon Shokken was lacking that aspect of their marketing scheme. Other than that, Nippon Shokken should put in more effort to advertise themselves in the media and also create an image that represents the Islamic side of Japan so that they may attract more Muslims and non-muslims to buy their product. Lastly, I would suggest that Nippon Shokken convert all of their products into Halal certified products without changing the original taste and I am sure it can be possible with their state of the art research and development department so that all muslims around the globe can buy their product and not worry whether it is forbidden or not to consume. This would greatly increase their market size and may potentially boost market sales.
In conclusion, Nippon Shokken has the potential to be a fully halal/Islamic based organisation due to their ethical culture of the Japanese and their aim to deliver perfection is synonymous with the saying of the prophet of Allah that states Verily, God loves if any of you does a job, he does it with perfection”. If they would coupe that with proper Islamic finance and syariah they could see market potentials through the whole Muslim world.

Reference List
Rice, G. (1999). Islamic Ethics and the Implications for Business. Journal of Business Ethics, 18(4), 345-358. Retrieved April 13, 2015, from http://link.springer.com/article/10.1023/A:1005711414306

Sandikci, Ö. (2010). Researching Islamic marketing: Past and future perspectives. Journal of Islamic Marketing, 246-258. Retrieved April 13, 2015, from http://www.emeraldinsight.com/doi/full/10.1108/17590831111164778

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