This case was written to help students develop their analytical and strategic decision skills. The case aims at helping in developing a business model, adapting to a new cultural environment, recommending a course of action for further strategic moves, identifying issues and eventually enhancing multidisciplinary decision making.
This case can be used to discuss:
The complexity of multinational business, particularly the issues of:
Brandmanagement
Internationalmarketing
Marketing strategy for succeeding in EastAsia
Consumer behaviour in Japan and characteristic features of the Japanese market
Strategies to succeed in a foreign country