IMKTG-ASGMT-FINAL - Table of Contents 1.0 INTRODUCTION.1...

Table of Contents
1.0 INTRODUCTION ......................................................................................................................... 1
2.0 COMPANY BIBLIOGRAPHY .................................................................................................. 2
2.1 V
ISION
, M
ISSION
, C
OMPANY
C
ORE
V
ALUES
................................................................................. 3
2.1.1 Vision ...................................................................................................................................................... 3
2.1.2 Mission ................................................................................................................................................... 3
2.1.3 Company Core Values ...................................................................................................................... 3
3.0 ENTRY MODE .............................................................................................................................. 4
3.1 E
XPORTING
.................................................................................................................................................. 4
3.2 S
TRATEGIC
A
LLIANCE
.............................................................................................................................. 5
4.0 JAPAN MARKET CULTURE, MANAGEMENT STYLES AND BUSINESS
SYSTEM THAT WILL AFFECT JULIE’S PERFORMANCE IN JAPANESE
MARKET ............................................................................................................................................... 6
4.1 J
APAN
’
S
M
ARKET
C
ULTURE
A
FFECTING
J
ULIE
’
S
P
ENETRATING
T
HE
M
ARKET
................... 6
4.2 J
APAN
’
S
M
ANAGEMENT
S
TYLES
A
FFECTING
J
ULIE
’
S
P
ENETRATING
T
HE
M
ARKET
........... 8
4.3 J
APAN
’
S
B
USINESS
S
YSTEM
A
FFECTING
J
ULIE
’
S
P
ENETRATING
T
HE
M
ARKET
................. 11
5.0 PRODUCTS ALTERATION AND ADAPTATION TO FIT THE JAPANESE
MARKET NEEDS ............................................................................................................................. 12
6.0 JULIE’S STRATEGIES TO FACE THE COMPETITION IN MARKET ................. 14
7.0 JAPAN’S POLITICAL AND INTERNATIONAL LEGAL ENVIRONMENT OR
TRADE BARRIERS AFFECTING JULIE’S TO ENTER THE JAPANESE MARKET
................................................................................................................................................................ 16
7.1 J
APAN
’
S
P
OLITICS
A
FFECTING
J
ULIE
’
S
E
NTERING
T
HE
M
ARKET
......................................... 16
7.2 J
APAN
’
S
L
EGAL
E
NVIRONMENT
A
FFECTING
J
ULIE
’
S
E
NTERING
T
HE
M
ARKET
................ 17
7.3 J
APAN
’
S
T
RADE
B
ARRIERS
A
FFECTING
J
ULIE
’
S
E
NTERING
T
HE
M
ARKET
.......................... 18
7.3.1 Trade Barriers .................................................................................................................................. 18
7.3.2 Custom Duties .................................................................................................................................. 18
7.3.3 Import License .................................................................................................................................. 19
7.3.4 Tariffs ................................................................................................................................................... 19
7.3.5 Standards ............................................................................................................................................ 20
8.0 SWOT ANALYSIS IN TERMS OF MARKETING MIX ................................................. 20
9.0 CONCLUSION ............................................................................................................................ 22
10.0 REFERENCE ............................................................................................................................ 23

1.0 Introduction
The company that we are going to study in this marketing plan is the Perfect
Food Manufacturing (M) Sdn Bhd, a biscuits manufacturing company. Its famous
brand, Julie’s, rather than its long company name among the customers better knows
the company.
The Julie’s biscuits come with a logo; a smiling young girl with blonde
pigtails, which most of the customers think it was an international brand. It actually is
a typical Malaysian product, made from Alor Gajah, Malacca, by Mr. Su Chin Hock,
in the year 1981 (May, 2015).
Julie’s begins with only a handful of products and managed to expand its
product lines into 150 SKUs (Stock Keeping Units) in the year 2015. Among the most
famous products are the Peanut Butter Sandwiches and Love Letters. These two
products contribute around 25% of the company sales (May, 2015). From the
interview with the director of Julie’s, Mr. Martin Ang, in The Star, he stated that
Julie’s estimated is having about 16% of the market share, with 18,000 outlets in
Malaysia in the year 2015 (May, 2015).
Back dated five years from the year 2015, Julie’s expands its global market to
over 70 countries in ASEAN, East Asia, Middle East and Asia-Pacific regions
(“Biscuits brand aims, 2015). According to the director, Mr. Martin Ang, 45% of the
company’s revenue is from exports and 55% from the local market (May, 2015).
Currently, Julie’s has come out with their new product, the wafers, in two
flavors, which are chocolate hazelnut and peanut butter (Julie’s, 2016).
Next, we will briefly introduce the country that we are going to recommend
Julie’s to penetrate into, which is Japan, the small island country. According to the
report from the (Canada. International Markets Bureau, 2010), Japan is a country with
estimated population of 127,078,679 people. It has a growth rate of -0.19%, meaning
that the aging population in Japan is much higher than young population. Around 22%