...CASE STUDIES Starbucks case study Utilizing brand assets and capturing consumer trends in the Japanese RTD coffee market Reference Code: CSCM0242 Publication Date: March 2009 DATAMONITOR VIEW CATALYST Starbucks has established itself not only as a coffee shop chain, but also as a provider of ready-to-drink coffee drinks. Its partnership with Suntory in Japan has seen the success of the chilled cup coffee drink Discoveries, and the experience could provide insights on how the company can succeed in expanding into the growing global RTD coffee market. SUMMARY • Starbucks has been offering the “Starbucks experience” beyond coffee based drinks. Its brand image has helped the launch of its first bottled ready to drink coffee drink, Frappuccinos, in the US through the partnership with PepsiCo. During the economic downturn, offering Starbucks-branded drinks and products via multiple retail channels could help the company capture more consumption occasions and increase its revenue. • Starbucks teamed up with Suntory to launch the Discoveries series in the cut-throat RTD coffee market in Japan. First launched in 2005 and positioned as a premium chilled cup coffee drink, the series is ranked second in the sector, holding an 18% market share after three years. • Right positioning and product design that effectively reflect the positioning are key factors contributing to the achievement of the Discoveries series. Suntory’s know-how of the market, plus its marketing and distribution...
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...Seven-Eleven Japan was first established in 1973. They set up their first store in Koto-ku, Tokyo, in 1974 and the company was first listed on the Tokyo Stock Exchange in the month of October, in 1979. In 2004, it was owned by the Ito-Yokado group which alongside the Seven-Eleven stores, managed a chain of supermarkets in Japan and owned a majority share in southland-the company managing Seven-Eleven in the United States. The founder of both Ito-Yokado and Seven-Eleven Japan, Masatoshi Ito, started his retail empire after World War II when he joined his mother and brother and began to work in a small clothing store in Tokyo. He was in complete control by 1960, and the single store had grown into a $3 million company. In 1961, after a trip to the United States, Ito came to the conclusion that superstores were “the wave of the future,” and so the empire began. Ito’s chains of superstores in Tokyo were instantly popular and soon became the core of Ito-Yokado’s retail operations. After Ito’s initial request in 1972, about the prospect of opening Seven-Eleven convenience stores in Japan was rejected, further approach’s by the entrepreneur, saw Southland, the US company, agreeing to a licensing agreement one year later. However, this agreement came to a price: in exchange for 0.6 per cent of total sales, Southland was to give Ito exclusive rights throughout Japan. With this placed in action, the first Seven-Eleven convenience store opened in Tokyo in May 1974. Following this...
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...or other indices of social differentiation, to fully appreciate the complex history of Asia.’ The area known to us as Asia sits on the eastern side of the landmass of Eurasia and is the largest continent, encompassing a staggering 17 million square miles. Asia is home to a variety of cultures, religions, governments and mindsets, giving it a wide base for a complex history involving largely different groups of people. These different groups, or ethnicities, all formed their own histories over time, which when combined together give Asia more than one past, they arise into an intricate and comprehensive history fashioned by a diversity of experiences. Therefore, there is no ‘single’ Asian past; we must delve into each single experience to gain insight into the prolific and wide ranging history that gathers under the one banner of ‘Asia’. Each country within Asia has its own geographic links to other nations and cultures. These links were expanded on by exploration, trade routes and missionary ventures. These vital networks allowed cultural influences to travel from country to country, resulting in each nation in Asia receiving different influences from the next. In turn, this led to widespread variety amongst individual countries. These networks were invaluable to allow the able interaction of cultures, and formed the groundwork for a history of communication. Each society within Asia was built on and shaped by the foundations of its own class, gender, ethnicity, religion...
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...“England and Japan” England and Japan both, which are island nations, have a lot of difficult obstacles, which they must over come to be stable and successful nations. Both shares a rich and vibrant history but on opposite ends of the planet. They both import and export a wide variety of items from different industries. Each island nation has its own special geographic features that are unique to their own nation. England and Japan that they are on two separates sides of the world makes them vastly different in history, geographic features and exports. England, which is an island country that makes up the lower third of the United Kingdom, has geographic features that range from grass plains to mountains. Towards the south of the island you will find more of grasslands, farms, flatlands, and a hilly environment. Then if you more north of island you’ll find a rockier, mountainous environment where you find a bit less wildlife because this area is considered tundra due to the lack of rainfall in this area. While if you take a look at Japan it also is an island country but it doesn’t range in geographic features as widely as England. Japan is really limited to about two major geographic features. These features are a mostly mountain, which makes up about 70% of Japan’s land. The other major feature would be plains, which are far, and few between. Japans has a lot of different imports and exports because like England they are a island nation which lacks some resources exports...
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...Mainland, Japan and United State. Kee Wah Bakery currently provides over 500 products that fall broadly into four main categories, including mooncake, Chinese bridal pastries, snacks and daily fresh baked products. Kee Wah's mooncakes and Chinese bridal pastries are especially popular among the categories. In addition, Kee Wah has introduced the "Kee Gift" souvenir series. The series include a variety of traditional Hong Kong pastries and snacks, Chinese pastries and mooncakes. Through the souvenir series, Kee Wah Bakery aims to introduce not only a unique but also a wide selection of Hong Kong food culture to all over the world. In the past decades, Kee Wah only used finest ingredients to satisfy the demand of our discerning customers. In addition to the persistence in emphasizing on premium food quality, food variety and elegance packaging, Kee Wah products have become ideal options for gifts and self use. Found in 1938, Kee Wah Bakery has grown into a company with over 50 outlets worldwide, with business filaments that stretch from Hong Kong to Taiwan, Mainland, Japan and United State. Kee Wah Bakery currently provides over 500 products that fall broadly into four main categories, including mooncake, Chinese bridal pastries, snacks and daily fresh baked products. Kee Wah's mooncakes and Chinese bridal pastries are especially popular among the categories. In addition, Kee Wah has introduced the "Kee Gift" souvenir series. The series include a variety of traditional...
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...preliminary evidence, could end up being a catastrophic failure. With any overseas business venture, there are inherent risks that one must take into account. Doing business in Japan begins by appointing a representative in Japan. This representative may be a person chosen from the headquarter office or a Japanese national. According to (Jetro 2007) The representative must have the decision-making powers to make sure that the initial venture happens without any setbacks. The major regulations of doing business in Japan include laws and regulations that apply to any business startup. Foreign companies can begin by establishing their business presence as representative office, branch office, subsidiary company, or limited liability partnership. Since the setup procedure for establishing a business can be very complicated, it is advisable to procure outside help from a professional service firm in Japan. Human resource management pertaining to Japan’s laws on labor and protection of workers include the Labor Standard Laws, Industrial Safety and Health Law, and Minimum Wage Law. These laws set forth the minimum standards. According to (Jetro, 2007), one major regulation pertaining to foreign investment requires submitting proof of government notification to the to the Bank of Japan within fifteen days of the company being established. Tax notices of the business established must be submitted to...
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...Food Customs of Japan By Zachary D. Williams Japan is made up of thousands of islands. More than half of Japan is mountainous and covered by forests. “The population of Japan is about 125,000,000 people, including approximately 2 million foreign residents,” (japan-guide). In Japan, outside appearances hold a great deal of value to people. Social ranking and status also play a major role in Japanese culture. In Japan, the age of everyone is known by everyone else. “Vertical ranking, mainly based on age, determines everything from where desks are placed in a classroom to the order in which cups of tea are distributed” (Newsome). The language is also different depending on age. Farming, fishing and forestry are the main sources of sustainability in Japan. There is not a lot of farming land and this makes it more difficult to produce large crops. This causes domestically grown food to cost more so people prefer to buy cheaper imported food. “Major agricultural products include foodstuffs (wheat, barley, maize, potatoes, rice, soybeans, sugar beets, and sugar cane), fruits, meat products (beef veal chicken horse, lamb, pork, and turkey), fishery products, and forestry products (timber)” (Encyclopedia of the Nations). About 70 percent of Japan is covered in forests. Of this 70 percent, 40 of it is man-made. Reforestation is necessary in Japan. The fishing industry in Japan is very large, but they still have to import a lot of fishery products. The need for importing fishery products...
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...determined to be socially responsible with an objective of caring capitalism. • By 1994, sales exceeded $150million and the company had 600 employees with a global distribution network. • However, 1994 actually brought loss and net income suffered. • In 1995, the company’s sales started to increase with a substantial rise in net income. • By 1997, Ben and Jerry’s was doing well but slow growth and retreating market share was an issue. • Japan was being considered for future expansion. Current Strategy • Focused Differentiation - To make, distribute and sell the finest quality, all natural ice cream. - Socially responsible company known for its caring capitalism. Problem Statement Given that the company has declining profits and is losing its market share in both total ice cream market and super premium market……… • Should Ben and Jerry’s enter the Japan market in summer 2008? • If yes, then how should they perform the market entry, through Seven-Eleven Japan or collaboration with Ken Yamada? External Analysis Industry Structure • Ice cream industry is categorized by three segments: Super premium, premium plus and general ice cream. • Total American ice cream market is $ 3.34 billion with no geographic boundaries. • By 1997, almost 10 percent of U.S milk production went into ice cream. • Demand is seasonal to a certain limit. • Super premium market is much less fragmented,...
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...I.A. The text, “Fujiwara and Murakami Genji as Assistants to Emperors” was written by Chikafusa, a couple of years after the Period Kamakura Japan (1180 to 1133) and went into the Kenmu Restoration period. This period was marked by the rise of militarism that attempted to make Japan a centralized government. During this time the imperial line remained unchallenged and exercised a vast amount of power. In 1333, the Kamakura shogunate was overthrown by warrior forces and Go-Daigo became the emperor . Go-Daigo belonged to a branch of the Fuijiwara house. He believed that the overthrow of the shogunate was a sign to revive what he believed was the most efficient form of government, the direct imperial rule. This period marked by imperial restoration was called “Kenmu Restoration” and lasted until 1336. As competition for power and land rose, the government was unable to stabilize the country. Two key figures Nitta Yoshida and Ashikaga Takauji were the faces to the struggle for power. Since they could not reach consensus Japan was split in two and the “War Between the Northern (Kyoto) and the Southern (Yoshino) Court,” began. Chikafusa did not play a major role in the Kenmu Restoration but did rally for support for the Southern Court among the eastern warriors. Coming from a high-ranking noble family and prominent minister at court, Chikafusa wrote was the author of Jinnō Shōtōki. This work, also known as “Chronicle of the Legitimate Succession of Divines Sovereigns...
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...yellowish orange variety instead of the silver variety and created what we call today the Common goldfish. Today, many varieties of fancy goldfish are derived from the common goldfish. They have been breed to look different in color, shape and size (see bellow). The Common goldfish is a coldwater fish so the tank does not have to be heated. It will do well with a water temperature of 65° – 78°F, a pH between 6.0 and 8.0 and a dH of 5 -19. Compatibility: The Common goldfish is a coldwater fish....
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...Name: Adolfo Rodriguez Panther ID: #1037779 Tanpin Kanri: Retail Practice at Seven-Eleven Japan Japan was a seller’s market until the 1970s, but as profits decline in the late 1980s, a buyer’s market began, necessitating reform in the retail industry. Reason for this shift was ownership of objects was very high among Japanese consumers. “Toshifumi Suzuki, Chairman and CEO of Seven & I Holding” Established in 1974 as a small licensee of 7-Eleven, Inc., Seven-Eleven Japan grew to become the leading convenience store in Japan by 2005 in terms of operating income and number of stores. They emphasize on fresh merchandise, innovative inventory management techniques, and numerous technological improvements. They growth had been very carefully planned, taking advantage of the core strengths that they had developed in the areas of information and distribution systems focusing on the convenience retail business as an operating company, devoted to responding to changes in expectations and demands from customers without deferring delivery. Seven-Eleven Japan stores differ totally from the U.S. in that it served as a convenient food center for busy professionals displaying an array of inexpensive, high quality food deliver daily. Seven-Eleven Japan has been able to put into practice a system name Tanpin Kanri as the core of their management framework. Tanpin Kanri is a marketing administration exercise dedicated on filling buyer demand through a store-by-store...
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...Supply Chain Management Case study: 7-eleven Japan Co. Name: Chow Lai Ting Student number: 113226 Section 5 Background Seven-Eleven Japan was established in 1973 with its first store opened in Tokyo. It is considered an outstanding and well-known enterprise in Japan. The rapid growth of Seven-Eleven is also remarkable. In 1985 to 2007, its number of store had drastically increased from 2,299 to 12,034. The annual sales increased from 386 billion to 91.5 billion. Additionally, the company’s return on equity averaged around 14 percent between 2000 and 2004. Seven-eleven is not only the largest convenient store but also the largest retailer with its number of store and operation income in Japan. The reason why Seven-eleven is such successful is its competitive strategy, which is providing a high-availability of product that the customer find it convenient to shop. Thanks to its market dominant strategy and franchise system adapted, and its drivers make the best balance to the trade-off between efficiency and responsiveness, Seven-eleven has considerably become the most successful retail store. Problems The problem of Seven-eleven supply chain is that it replies too much on the transportation to make replenishment every day. The store would not have enough inventories if there is any accidents happen since the storage unit in store is very little. The risks associated with the system that Seven-eleven uses are costly with demand uncertainty. When the demand patterns...
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...art, but most importantly the depth of plot due to the fact that much of Anime is influenced directly by Japanese culture. Death, angst, violence and the complexity of human emotions are frequent in Anime which helped its influences to stretch to adult audiences, broadening their market for all age groups. Some key models and figureheads of Anime include Osamu Tezuka, referred to as “the father of Anime” and Hayao Miyazaki, both of whom greatly helped achieve the success of Anime even outside of Japan. Conventions celebrating Japanese Animation is becoming more common, one of the biggest outside of Japan being Anime Expo in Los Angeles, the largest fan-base convention in North America with forty thousand attendees each year. Despite the variety of criticisms and hardships that Anime has received through time since its beginning in history, its influence has endured and thrived, and progresses its way to continually grow bigger to spread outside of Japan and to the rest of the world. First, there is great significance in understanding the difference between Anime and Western Animation to help support how Anime has benefited from their overall...
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...1. As Renato Bertrandi, what do you see as the most significant challenges facing Pininfarina over the next five years? 1. The company’s usual business practice is low volume high variety products. Now in order to accept the Mistubishi proposal,it has to switch to high volume – low variety operation. This needs significant investment including machinery, space, manpower etc to meet the requirement. 2. Mistubishi would have its own quality standards which may be one-fourth the level of Pininfarina’s current customer’s. Definition of “defect” as per Mistubishi standards was not known. This would significantly impact quality standards and training would be required to facilitate such requirement. 3. Major components like the engine have to be imported from Japan either from Mistubishi plant or its approved suppliers. The supplier base had to be created for components sourced within Europe. These domestic suppliers have to audited and qualified by Mistubishi to meet their standard. 4. From the past experience the imported materials from Japan have an average shipping time of 13 days and an additional 3 days for clearance at Italian port. Hence adequate safety stock have to maintained to manage the uncertainties in demand and any unforeseen situation such strikes at port, shipment delay, etc so that the production is not affected 5. The additional manpower required is estimated at 600. At traditional ratio of direct to indirect workers,this meant...
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...and Japan first in hopes of stimulating the American economy through tourist revenue. Their marketing strategy is to change the perception foreigners have of America. Instead of a unwelcoming post 9-11 country, Brand USA wants to create an inviting USA which is easily accessible, contrary to the difficultly associated with attaining a visa. Brand USA relies on private and public funding and is set to last until September 2015. The basis of this marketing endeavor grew out of a legal act passed by congress in 2009 with the hopes of creating more jobs for Americans. Travel industry research shows that with every thirty-five foreign visitors, one new job is created for an American. The goal of marketing America as the ideal tourist country is economically driven and spear headed by various industry leaders across the nation. However, changing the perception of America in the minds of foreigners is not necessarily an easy task. Over the next few years Brand USA will be transmitting their message to consumers world wide using a variety of methods. The social media method I feel might be the most affective because those will the means to travel are more likely to be on some type of social media, whether it be facebook, twitter, or tumbler, as apposed to those without the means to travel. Billboards are accessible to a larger amount of people and over time if individuals see the same repeated message the perception of America could change slowly. For example, if someone in Japan sees...
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