gouda cheese in japan

1. GOUDA CHEESE IN JAPAN Gaston 08/06/2007

3. CORE BENEFIT

7. TARGETING STRATEGIES Local Market Segment Position Universal Adapted Uniform Unique

8. LOCAL SITUATION ANALYSIS-A Macro environment Japan Netherlands Difference Development level 5 5 0 Political risk 5 5 0 Financial institutions 5 5 0 Tariff barriers 1 1 0 Non-tariff barriers 3 3 0 Consumer mkt development 4 4 0 Industrial mkt development 5 4 1

9. LOCAL SITUATION ANALYSIS-A Macro environment Japan Netherlands Difference Product life cycle stage 4 4 0 Domestic competition 5 5 0 Foreign competition 5 5 0 Distribution infrastructure 5 5 0 Advertising media 5 5 0

10. LOCAL SITUATION ANALYSIS-B Entry mode Japan Netherlands Difference Exporting, licensing, alliance, FDI 5 5 0 Marketing control 3 3 0 Level of independence 3 5 2 Key success factors KSF1 Culture Tradition KSF2 Economy Diet habit KSF3 Politics Culture

11. LOCAL SITUATION ANALYSIS-B Country-Specific Advantages Japan Netherlands Difference CSA1 Development level Development level CSA2 Political risk Political risk CSA3 Financial institutions Financial institutions Firm-Specific Advantages FSA1 Product life cycle stage Product life cycle stage FSA2 Distribution infrastructure Distribution infrastructure FSA3 Advertising media Advertising media

12. LOCAL SITUATION ANALYSIS-B Strategic importance Japan Netherlands Difference Locally 5 3 2 Globally 3 5 2 Leading market 5 1 4

13. LOCAL SITUATION ANALYSIS-C Local market strategy Japan Netherlands Difference Objectives Young generation and old people Everyone Target segment(s) Unique Universal Intended positioning Uniform Uniform

14. LOCAL SITUATION ANALYSIS-C Local Marketing Mix Japan Netherlands Difference Product line(s) medium high New product(s) medium high Brand name high medium Packaging design high medium Package size small large Local positioning price high medium Price competition medium high

15. LOCAL SITUATION ANALYSIS-C Local Marketing Mix Japan Netherlands Difference Main currency price low high Advertising creative high high Advertising media high high In-store promotion high medium Events, publicity high low Distribution channel high high Selling process medium high Customer service low high

16. LOCAL SITUATION ANALYSIS-C Profitability Japan Netherlands Difference Selling price high medium Unit variable costs high medium Profit margin medium medium Percent of local profits medium medium