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BUSINESS PLAN FOR JAPANESE SME IN THE CHINESE SNACK MARKET -- A CASE STUDY OF MIKADOYA

时间:2014-07-14 作者:SHIKASHO Takeshi 访问量:2692 关键词:China, Snack Company, SME, Business Plan

Abstract: China is today one of the fast developing economies and most attractive market in the world. Those who are living in urban areas in China desire for authentic, foreign, exotic and safe things for daily life. The purpose of this thesis is trying to provide the Japanese Small and Medium Enterprises (SMEs) with a general understanding of the business environment in China and recommendations of how they can enter China with resource limitation. In order to be objective and practical, firstly I describe the marketing strategy of Japanese SMEs in Japan with reference to the case of Mikadoya, a Japanese snack company. Secondly I examine the Chinese market by PESTEL analysis and extract the profile of target customer of Mikadoya. Thirdly, I try to find the difference of consumer behavior between Chinese and Japanese by qualitative and quantitative approach. And finally I propose the business plan to Mikadoya in China by adjusting its own strategies in Japan.


Keywords:China, Snack Company, SME, Business Plan

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