The sogoshosha (large trading houses) regularly utilize aspects of the image of the country of origin for products they import into Japan. Lowenbrau, with Mitsubishi Corp. as sole agent, is marketed under the slogan, "the oldest beer from Germany". A tiny Belgian manufacturer of cookies-De Strooper-employing no more than 20 persons, exports to Japan through Americo Co. as "The Pride of Belgium".
The theory and application to Japan of image as a key element in the marketing mix needs further study. But already, at this stage of the research, it is obvious that image is a key element. The examples illustrate the comparative advantage national image can have through its uniqueness and related characteristics which are beyond any form of imitation. It allows foreign interests to capitalize on Japan's high level of education and information. It is up to the respective nations and their companies to select, with expert help, the appropriate and coherent strategy.
Image in marketing is a learning process for all interested groups. After all, not long ago Japanese products had the image of second-class, cheap imitations. Today the label "Made in Japan" conveys quality and novelty, whatever the real qualifications.
It is clear that any approach to the Japanese market has to be carefully planned in order to channel individual initiatives into a coherent total picture. New marketing strategies are a necessity. The alternative is the recourse to classical methods that have proven unsuccessful.
ISSUES ON DISCUSSION
(1) The Japanese pricing system, at least in the opinion of the case writer, is quite different fr om the Western European and the U.S. pricing system. What is the major difference? In your
opinion, which system is more efficient in terms of market penetration? Which one is more appropriate for market maintenance? Which one is more "appropriate" or "just" from the customer's
viewpoint?
(2 ) You have just been hired by a local manufacturer of new and very different microcomputer software and hardware. Using the advice offered by the case writer, develop a marketing mix plan
for penetrating theJapanese market.
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