Kikkoman Corporation in the Mid1990's: Market Maturity, Diversification and Globalization
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Title: Kikkoman Corporation in the Mid1990's: Market Maturity, Diversification and Globalization

Essay Details:

Subject: Business
Author: William P
Date: August 5, 2016
Level: University
Grade: A
Length: 1 / 268

Essay text:

Company's market could be expanded by opening new regions worldwide and reach new customers PROS: + Very high potential market + Focus on things what company knows the best + Less dependence from domestic market CONS: - Influence of the local culture - Resistant to Asian foods at all in some regions 3. Diversify vertically by opening retail Asian food stores and restaurants carrying Kikkoman brand PROS: + New challenge and new experience + Gain from strong Kikkoman brand image in Japan and certain regions of US CONS: - High uncertainty and risk - High cultural differences - No experience in retail market Recommendations: Soy sauce market is very mature in Japan and company should use hold-and-maintain strategy, but in the same time they could start open retail stores for market extension...

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