Group 1 Chantana Phatthananuchok Grida Mahakijpaisaln Meijun Lou Pijitra Sae-Lim Sanja Rikanovic

1. Tokyo Train Trip (Green Trip)
GI602 Marketing for decision making
By Group 1

2. Design Offering
Product
Tour package
Price
Mark up 1k/person
Place
TU IMBA
Promotion
Green/eco trip
Train trip
No car usage
Target
market

3. HELPFUL HARMFUL
INTERNAL
EXTERNAL
S
O
W
T
-Train allows accurate
transportation schedule
-Visiting area outside Tokyo
-Surprise mission, enhance
creativity
-Hotel in Shinjuku
-Expensive choice of
transportation (Train)
-People may be separated
when using public transport
-No Japanese-Eng Translator
-Strengthening Baht value
-Japanese companies
support social contribution
-Many festivals in Tokyo (can
learn more on culture)
-Rejection of entrance from
various companies
-Expensive seasonal Plane
ticket price
-Sickness, accident on
students
SWOT ANALYSIS FOR OUR PRODUCT

4. SWOT Strategies
• Strategies to exploit our Strengths
– Exploits train tickets for more leisure visits
– Hotel at middle of the town allows no shopping schedule
(Students can go shopping during free time)
– Possible visit to cities outside Tokyo during Kyoto trip to
see other area of Japan
• Strategies to eliminate our Weaknesses
– Contact rail company and ask for price reduction on Group
buying of tickets
– Set up smaller group and group leaders to control group’s
movement and check for absentees
– Hire a Japanese translator/Tour Guide

5. SWOT Strategies
• Strategies to take advantage of Opportunities
– Buy Yen when Baht is strong
– Ask for knowledgeable staff to guide our so the students
can ask technical questions
– Check for festivals and put as optional visit that students
can visit on their own free time
• Strategies to avoid Threats
– Do Group booking of air tickets to reduce price
– Contact the companies to get their approval before visiting
– Hire a nurse to go with the group for small treatment
– Get an insurance on accident

6. Find by
myself
60,000 THB
Visiting companies
which support my
own business or
innovative company
which make me
inspired !!
Field trip
Company
visit
Train
 Green energy
IMBA Student’s Needs
Studying
something that
I’m not
interested
Visiting fashion and
technology companies &
industry,2-3 companies at
least
GREEN Product &
Process company (New
trend)

7. Included in
package
65,000 THB Valued to the
student the
most!!
Expected knowledge
including academic &
culture
Biz 60% - Pleasure 40%
Program strength ,3Is,
matched with visiting
companies.
KPI for measuring student
knowledge from the trip
Delay of schedule
Lack of Safety ex.
Insurance, health
Knowledge that’s
not worth paying
Activity in KPI
Something
exciting
No error
Travel in pack
Instructor’s Needs

8. 60,000 – 70,000
THB excluding
meal and air
ticket
 Mostly based
on Student’s
needs
Easy coordinate with
host or agency in Japan
Reputation of university
we coordinated with
 1-2 days for travel time
Don’t want to change the
train line too much.
 No bus transportation
Tough schedule
No activity
needed Train Preference
 Exclude from the package
Have free time for find
own meal; don’t need
to have meal altogether
IMBA Staff’s needs

9. Stake holder needs

10. NEEDS Conclusion
Expectations BIZ Related Knowledge
Desired price 65,000 THB
Decision Making factor In trend/Technology
Green BIZ
Unwanted experiences Delay / Tight schedule
Transportation Train!!
Activities Creative activities
Food and air ticket Customization
Stake holder needs conclusion

11. Former Users
•IMBA Instructors
•IMBA Staffs
•Senior IMBA
Students
•IMBA staffs
Customer
Expectation
• Visit more business
organization
• Aim more on students
knowledge
• More activities to
participate
Product
Development
•A Perfect Business
Trip for Everyone
Add New
Benefit
• Focus more on
business
• Emphasis mainly
for students
• Create activities
for students to
participate
Process of Developing the Business Trip

12. 3Cs Selling Strategies
Customers’
needs
Current offering
Of our Product
Competitor’s
Product
Strategy 1
Strategy 2

13. 3Cs Selling Strategies
Green energy
Punctual
Travel in pack
Travel by train
Travel by bus
Our advantages
Competitor
weaknesses

14. 3Cs Selling Strategies
• Our advantages
- Travel on schedule (by train)
- Green energy mode of travel
- Appoint a group leader to control a group of 5
peoples
• Competitor weak points
- Heavy traffic problem
- Delayed schedule
- Create pollution

15. Let’s Discover Japan !!

16. Schedule # 6-12 May 2011
Day 1 - 6 May 2011 Friday
03:00 am - Check in at Airport Rail Link – Makkasan Station
(Fast track to Suvarnabhumi Airport) Delta 296
02:10 pm - Arrival at Narita International Airport
04:30 pm - Check in at Washington Shinjuku hotel
06:00 pm - Dinner at the Hotel
07:30 pm - Team building and mission announcement
09:00 pm - Free time
Day 2 - 7 May 2011 Saturday
08:00 am - Breakfast
09:30 am - Sony Play Station (Innovation & Design)
12:00 pm - Lunch at Minato Shinagawa area
02:00 pm - Casio G-Shock (International Business)
04.30 pm – Coffee break Nekorobi (Cat) Cafe
06:00 pm - Dinner at Shibuya area

17. Day3 - 8 May Sunday
09.30 pm - Tokyo Science Museum
12.00 pm - Lunch at Takebashi area
14:00 pm - Sumo (Social & Cultural)
18.00 pm - Dinner at Ryokoku area
Day 4 – 9 May Monday
08.00 pm – Nintendo Wii (Innovation & Design)
12.00 pm - Lunch at Kyoto
14:00 pm - Temple visit and shopping (Social & Cultural)
18.00 pm - Dinner at Hotel
Day 5 – 10 May Tuesday
08.30 pm - Shiseido (International Business)
12.00 pm - Travel to Yokohama
15:00 pm – Nissan Museum/Engine Factory (Innovation)
18.00 pm - Dinner at Yokohama area
Schedule # 6-12 May 2011

18. Day6 - 8 May Wednesday
09.30 pm – Pentel (International Business/Environmental Impact)
12.00 pm - Lunch at Nihonbashi area
14:00 pm - Surprise Mission at Ginza area
15.00 pm - Mission Start (Make a legend Mission)
Day 7 – 9 May Thursday
09.30 pm - Wrap up and announcement for mission winner
11.00 pm - Free time
18.25 pm - Departure from Narita International Airport
(Delta 295)
Schedule # 6-12 May 2011

19. How to
travel in
Japan
JR Railway
Experience
The world’s
fastest train

20. The Train Map/Our destination

22. • Located at
the heart of
Shinjuku
• Easy to
access to the
train

24. Sony Computer Entertain Inc.
• Sony Computer Entertainment Inc. recognized as
the global leader and company responsible for the
progression of consumer - based computer
entertainment which launch a lot of successful
products which are play station 1, play station 2,
play station 3, PSP and play station MOVE.
www.sony.co.jp

25. SONY’s VALUE
 The benchmark of new Play station
move toward Nintendo Wii.
See how benchmark strategy works
against first comer, Wii !!

26. The mission of Casio's product development is to
create something where there was nothing before
what Casio calls going from "0" to "1." By creating
totally original products, Casio adds fun and
convenience to daily life and pioneers new cultural
trends. "Demand-creating" products, which create
markets of their own, produce economic and
technological ripple effects which contribute to the
greater good. www.casio.co.jp

27. http://world.g-shock.com/intl/

28. CASIO’s VALUE
Success MKT and product design
strategy, G-shock.
Design after global geographic and
demographic usage

29. The cat host café
• Japanese people love and regard cats as their
lucky charm.
• But!! It’s very costly to raise a cat in Japan
• So this café came up with a great a idea!!
• Cat lovers can spend time with many cats
while sipping a coffee or tea.
• Customers are charged by minutes spent in the café
+ coffee and tea price.
EXPLORATION OF A MARKET NICHE
www.nekorobi.jp

30. NEKOROBI’s VALUE
Entrepreneur and innovative service
gimmick.
How to turn problem to
opportunity

32. Tokyo Science Museum
•Learning new things about the
connections between your body
and the way you see the world.
•Enjoy scientific images presented
•Making full use of the capabilities
of this computer.
•Information about nuclear power.
www.jsf.or.jp/eng/

33. TOKYO SCIENCE MESUEM’s VALUE
 New creative stuff
 Open your innovative ideas

34. Sumo Match
•Originated from Japan
•Many Ritual elements
•Wrestlers are to live following the
rules of Sumo Association
www.sumo.or.jp/eng/

35. SUMO WATCH’s VALUE
To learn a part of culture of
Japanese through one of their
sacred sport.
Sumo represents the pressure and
intensity of Japanese people as rank
can change in every 2 months.

37. Nintendo's Wii™
console brings a
revolution of
motion controlled
gaming to people
of all ages and
families
everywhere!!

38. Nintendo has developed into a video game
company, becoming one of the most
influential in the industry and Japan's third
most valuable listed company, with a
market value of over USD 85 billion.
www.nintendo.con/wii

39. NINTENDO’s VALUE
Innovative product design, yet
sustainable.
The success story of Wii, game
become a sport!!

40. Wii (Nintendo) VS Playstation Move
BENCHMARK Mission!!
vs

41. Our Focusing
Nintendo
• Innovation of Nintendo
Wii
• How Nintendo maintain
market share of Wii
product after Sony
launch Play Station
Move
• Marketing Strategies
Sony (Play Station)
• Innovation of Play
Station Move
• How to launch the
market after success of
Wii product
• Marketing Strategies

42. Kinkakuji (Golden Pavilion)
www.japan-guide.com/e/e3908.html

43. TEMPLE VISIT’s VALUE
 To Acknowledge Japanese
Intercultural
 Remarkable History
 Sacred Religion
 Impressive Temple Structure
 Cultural Difference

46. • International business; basic strategy is multi
branding business by contacting with several brands
such as ZA, IPSA, Ettusais, and including Shiseido
Signature
• Shiseido 17.5% of cosmetic market share which is
number one in the Japan cosmetic market

47. • Shiseido packaging designed
appropriately in each market
segments to attract their
customers with significant
designs for each products,
example men cosmetics,
brightening cosmetics.
• Also, they also create the
packaging in order to increase
value to their products such as
increasing usability of product for
example packaging of liquid
lipstick which won the World Star
Award in 2005.
• Source: WorldStar Award Winner 2005, World
Packagaing Organization, Japan Good
Packaging Contest Japan

48. SHISEIDO’s VALUE
Market strategies of Shiseido in
multi – international branding business
Shiseido provides various products with
each customer segmentation. How they
come up with the new product in each
section.
How they design cosmetic packages to
be attractive and different from other
cosmetic products?

50. • New Engine for GT-R production
• Automated engine production line
• New Hybrid Technology (Different from Toyota)
• Quality Assurance and activities

51. Environmental Activities
CO2 Emission Reduction
Won Three stars Excellence in
Yokohama waste separation
Effective use of resources:
• 100% material recycle rate
• Waste reduction by 30% from
2005-2010

52. Tour itinerary
• Plant overview
• Engine production line
• Engine museum
• Video Explanation
www.nissan-global.com/

53. NISSAN’s VALUE
 Automobile evolution
 Super car engine technology, GTR.
 Environment + Social impact
technology

55. The Most Popular Writing
Instruments in the World

56. Pentel as Environmentally Product
“Pentel is committed to developing
and providing environmentally safe
and useful products. Pentel line of
Recycology products or containers
are made from a minimum of 50%,
and up to 100%, recycled content or
post-consumer recycled content
excluding consumable content and
refills. This environmentally
responsible line of products includes
pens, markers, pencils, lead, and
tape.”
Source: Pentel.com

57. • First Innovation of Roller Ball
Technology
• Product Quality Control
• Successful in expanding business from
Japan to global such as USA and UK
• Example of global sustainable business

58. PENTEL’s VALUE
 Successful international business.
 Simple, yet global.
 Recycology study.

59. GINZA
The Ginza is Tokyo's most famous shopping, dining and entertainment
district, featuring several department stores, boutiques, art galleries,
restaurants and cafes. There are many interesting places as.
• Muji Store: Japanese household goods, clothes and snacks.
• Sony Building: all the very latest Sony gadgets are on display there.
• Printemps department store: is a department store chain from Paris
offers fashion, accessories, foods and restaurants.
www.wikipedia.com/

60. Surprise Mission
Surprise Mission
• Report and present on the value your
group pursue
• Explain how your 1,000 yen was spent
• Justify why your method is the best

61. Surprise Mission
• Given 1,000 Yen !!
• Get the most value out of it
• Drop off at Ginza, given half a day

62. Surprise Mission
• Values are not restricted, they can be
– Quantity
– Quality
– And Others

63. MISION’s VALUE
Get to know the value of 1,000 yen
in Tokyo
Enhance creativity and exploring
habit
Turns problem into opportunity

64. COST per HEAD
36 THB/ ¥100 : Thai Farmer Bank's exchange rate as of 5th Nov 2010
Item Price Unit Price2 Forex
Japan Rail Pass 28,300.00 1 ¥ 28,300.00 ฿10,188.00
National Science Museum 500.00 1 ¥ 500.00 ฿180.00
Sumo Second Floor 2,100.00 1 ¥ 2,100.00 ฿756.00
Nekorobi Cat Café 1,000.00 1 ¥ 1,000.00 ฿360.00
Tokyo Port Museum 160.00 1 ¥ 160.00 ฿57.60
Hotel 6 days (¥ 15,000 x 6) 15,000.00 6 ¥ 90,000.00 ฿32,400.00
Meal (Optional) 2,000.00 12 ¥ 24,000.00 ฿8,640.00
Total ¥146,060.00 ฿52,581.60
Airplane Ticket (Optional) ฿25,000.00
Grand Total ฿77,581.60

65. Ms.Sanja Rikanovic (San-ya)
Ms.Pijitra Sae-Lim (Annie)
Ms.Meijun Lou (Doo-Dee)
Mr.Grida Mahakijpaisaln (Aui)
Ms.Chantana Phatthananuchok (Benz)
Group 1 Staffs (please see 3I’s in video)