日本市場戦略

When revenue is below target, the instinct is often to increase marketing activity. More posts. More ads. More content. A new website. Another campaign.

JETRO’s interview with IKEA Japan emphasizes consumer research and understanding how people actually live. JETRO’s Insider Japan case identifies optimization of software and services for the Japanese market as a primary factor in business expansion.

Foreign companies sometimes interpret a slow Japan launch as evidence that the market “does not understand” the product. That explanation can be comforting because it leaves the global model untouched.