MABE Case Study: Japanese Soy Sauce Business Internaional Expansion in Thailand

ABSTRACT

The Japanese soy sauce company strategically expanded its operations in Thailand by leveraging a combination of resource-seeking strategies, including accessing cost-effective labor and raw materials, alongside thorough market analysis focusing on cultural receptiveness and economic prospects. They used localized marketing to customize their products as well as language and B2B marketing by focusing on targeted restaurants to increase market share and sales. Their management plan emphasizes product quality, product diversification, innovation, sustainability, and brand storytelling. They coordinate with local adaptation, ensuring brand quality while localizing their products to regional preferences. Thailand’s favorable location, infrastructure, and supportive policies that facilitated production and export expansion. These several approaches helped them establish a strong global brand and meet various customer needs.

LEARNING OBJECTIVES

• To comprehend the management decisions and approaches of Japanese soy sauce businesses towards international expansion in Thailand

• To understanding the regulatory environment, competition landscape, and consumer preferences in Thailand is essential for grasping the intricacies of these businesses’ expansion efforts.

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