Supply Chain Management

MAYRAH

Market Entry Report

Pengfei Li

WesternSydney University

17415529

Khoa Le

WesternSydney University

18254277

Lu Jiang

WesternSydney University

17932413

Parth Chokshi

WesternSydney University

18236473

Executive Summary

• Decide on an appropriate country to target for market entry, and give rationale for your choice.
• Explain your planned entry strategy, and give your reasons for deciding upon this strategy.

Conclusion

Market Facts

• Build a Market Intelligence Map covering distribution and competition.
• Describe the retail environment and the critical operational factors that you must consider and how they will affect your company.
• Give a cultural profile of the local area in which you will be operating. What kind of reception do you anticipate from distributors, competitors, and customers?

Based on the latest United Nations estimates, the current population of Japan is 126,397,445 with 1.72% of the total world population, 11st largest on the planet. However, as the growth rate remains dropping since 1972, the trend of population across the region shows steady – no growing any more – after 2000 (Japan Population, 2016). The population distribution in Japan is characterised by the phenomenon of highly urbanisation, with 93.7% of the population (118,911,665 in 2016) lives in cities (Japan Population, 2016). Japan is currently affecting by the issue of aging population, with the median age of 46.9 year old and most of Japanese (38.1%) are between 25 to 54 year old.

Culture:

Street fashion in the fashionable districts of Tokyo (Kawamura, 2006)

http://csi.sagepub.com/content/54/5/784.short street fashion

https://www.insidejapantours.com/japanese-culture/ 

As Japanese families require different cloth for different occasions – casual, home and outfit, Japanese have a strong sense of clothing consumption.  According to this advantage, there are some fast fashion brands of Europe and the US already entered in Japan, like Zara, H & M and Forever21. From the information mentioned above, the Japanese clothing market capacity is viable.  

One of the significant fashion culture elements in Japan is Street Fashion which naturally expressed in the dress culture. Hot spots like Daikanyama, Nakameguro, Aoyama, Shibuya and Harajuku are well known for their street fashion with different characterises, such as Harajuku girls who are well known for their colourful, layered and cutting-edge look or Aoyama preppy looks (Fashion in Japan since 2001, 2016).

Unlike Australia’s rich beach fashion which key word is “sexy”, Japan’s street fashion is emphasis on “cute”. Although Japanese have a rich beach culture but not beach fashion, as Japan has nearly 30,000km of coastline but people only visit the beach in the summer (Fitzpatrick, 2014)