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Chateau des Vaults   Emerging into the Japanese Market Presented by: Natalie DeNike Ally Hemenway Katie Adkins Caitlin Carroll
Objective ,[object Object],Objective
Chateau des Vaults ,[object Object],[object Object],[object Object],Chateau des Vaults
Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],Overview
Demographics ,[object Object],[object Object],[object Object],Demographics
Demographics Demographics
[object Object],[object Object],[object Object],Tax & Regulation
Trade ,[object Object],[object Object],[object Object],Trade
Importation ,[object Object],[object Object],[object Object],Imports
Importation Imports
History of Wine in Japan ,[object Object],[object Object],[object Object],History of Wine in Japan
Japanese Culture ,[object Object],[object Object],[object Object],[object Object],Japanese Culture
Business Practices ,[object Object],[object Object],[object Object],[object Object],[object Object],Business Practices
Japanese Consumer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Japanese Consumer
Target Market ,[object Object],[object Object],[object Object],[object Object],Target Market
Recessionary Spending Behavior ,[object Object],[object Object],[object Object],Recessionary Spending Behavior
Japanese Consumer Japanese Consumer
Consumption ,[object Object],[object Object],[object Object],[object Object],[object Object],Consumption
Competition ,[object Object],[object Object],[object Object],Competition
Market Entry ,[object Object],[object Object],[object Object],Market Entry Strategy
Distribution Channels ,[object Object],[object Object],[object Object],[object Object],[object Object],Distribution Channels
Pricing ,[object Object],[object Object],[object Object],Pricing
Product Packaging ,[object Object],[object Object],[object Object],[object Object],Product Packaging
Organic Wine ,[object Object],[object Object],[object Object],Organic Wine
Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],Branding
Wine Tourism ,[object Object],[object Object],[object Object],Wine Tourism
Wine Tourism Wine Tourism
Wine Tourism Wine Tourism
Website ,[object Object],[object Object],[object Object],[object Object],[object Object],Website
Navigating the Market ,[object Object],[object Object],[object Object],Navigating the Market
Future & Expansion ,[object Object],Future & Expansion
SWOT Analysis Market SWOT Analysis Strengths Mature wine market Lack of domestic wines Weaknesses Language and culture barrier Distance Opportunities Stronger image Expanding market Threats Competition Taxes Economic Downturn Other alcohols
The Marketing Mix  ,[object Object],[object Object],[object Object],[object Object],[object Object],The Marketing Mix
Additional Recommendations ,[object Object],[object Object],Additional Recommendations

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Chateau des Vaults - International Market Entry Strategy

Notas del editor

  1. Prepare an executive for international business transactions in Japan. Successfully enter the target market in Japan. Prepare the client to successfully enter the Japanese wine market.
  2. Location: Island chain in Eastern Asia Area: 377, 915 sq km Comparable to California Ethnic Groups: Japanese 98.5% Koreans (0.5%), Chinese (0.4%), and other (0.6%) Population Growth Rate: -0.242% Median Age: 44.6 years Life Expectancy: 82.17 years
  3. GDP: $5.068 trillion GDP per capita: $32,700 Currency: Yen (JPY) Exchange Rate *** Japan is currently in communication with the EU in plans to discuss trade agreement - April or May 2011 Only barrier - tariffs on wine Trade restrictions on services, telecommunications, postal services, electricity and transport - not on wine
  4. France carries the strongest image for wine in Japan, market share continues to decline due primarily to competition from new world wines Import/export Imports: $499.7 billion Exports: $542.3 billion FDI Stock of FDI at home: $151.5 billion Stock of FDI abroad: $747.1 billion Why Imports? The product is not available in Japan The product is a specialty item from the country For increase in social status To enjoy the lifestyle of the country of origin
  5. this shows a decrease of French wine imports in 2009 - think we include this chart?
  6. The 1998 boom followed reports of red wine increasing heart health
  7. Non-verbal communication: Expressions to watch out for include inhaling through clenched teeth, tilting the head, scratching the back of the head, and scratching the eyebrow Non-verbal communication is so vital there is a whole book for foreigners on how to interpret the signs It is disrepectful to stare into another person’s eyes, especially a person who is senior to you because of age or status Japanese are very conscious of age and status Everyone has a distinct place in hierarchy Language: Japanese Translator Religion: Shintoism (83.9%), Buddhism (71.4%), Christianity (2%), and other (7.8%)
  8. Greetings are very formal and ritualized Show respect Wait to be introduced, impolite to introduce yourself Bow but foreigners shake hands Business Cards
  9. If they cannot afford high priced items, they will often purchase “near-luxury” items. Japanese people tend to agree with the opinion of others, so growing popularity of products can result in increased sales
  10. 40% of women drink wine once a month, only 31% of men Most wine drinkers are found in cities rather than rural areas - 60% of wine consumption in 2009 was in Tokyo Older generation tends to consumer traditional alcoholic beverages such as sake and beer.
  11. The new Japanese consumer More and more people are eating at home, trying to save money 60% of wine consumption is off-sight.
  12. Why will Japanese choose white wine for consumption? Will there be crowding out from local wines? What competition is there from local wines? What competition from other French wines? Other foreign wines? How will you compete? How will you keep up with the trends? Household Income Lowest 10%: 4.8% Highest 10% 21.7%
  13. Competition from foreign countries (new world wines): France, Italy, Chile, Spain, Germany, Australia, United States Import volumes of French wines declined only 2.5% from 2009, the total value of French wine declined 18.5%.- can be attributed to cautious consumer spending which reduced demand for premium French wine in both retail and HRI sectors Domestic almost half volume (800,000 hectoliters /1.23 million hl), but セ is made with imported ingredients and blended majority is targeted to the low price segment (below 11.23)
  14. Dates?
  15. The Japanese Internet retail market is expected to grow by $50 billion by 2015 Internet users: 90. 91 million 3rd largest amount of Internet users in the world
  16. Consumers 35 and under generally accept screw cap bottles Very important to have long lasting tradition- determines quality Nice packaging- do not favor bright colors or smell- discrete perfumes and suits Translate label completely into Japanese
  17. Under the Food Sanitation Law, the Japanese Ministry of Health, Labor and Welfare (MHLW) outlines the permissible quantities of wine coloring agents and preservatives used as additives. Currently consumer demand exceeds domestic supply for organic products in Japan.
  18. Ex. Bordeaux wines
  19. In France the highest number of Japanese tourists in Europe by at least 800,000: 1,603,000 – almost as much as US
  20. Suggestions: Intern-specifically for computers, website, online orders internship from cooking or wine school or IT- experience exchanged for labor Angers-30,000 students, good labor force for interns Multiply sales channels Private brand store, Internet sales, restaurants 60% of wine purchased through retailers 89% of Japanese consumers shop online Compared to 63% in the U.S. and 56% in France
  21. Find a distributor with knowledge of the Japanese wine market Translator from the region
  22. Recommendations based on the “Marketing Mix” model