Business Research

Questions and some references*

YAMASU

• YAMASU New York
• YAMASU Japan
• YAMASU shop list

1. Intellectual property

• How important is intellectual property to YAMASU? Does YAMASU have any IP protection now?
• Does YAMASU have an IP strategy? What kind of IP strategy should YAMASU have?
• How could IP help YAMASU show that its products are from Chiba? Is this a good idea?
• Can IP help YAMASU show that its products are safe?

References

• IP and tourism (WIPO)
• WIPO case study on geographical indications
• WIPO case studies on intellectual property
• Japan Patent Office

2. Government of Japan and business associations

• How is the Government of Japan involved in the food industry and food tourism?
• How can the Government of Japan help YAMASU with its domestic and international operations?
• How should YAMASU align its operations and business strategy with Government of Japan policy and activities?

References

• METI food industry case in Indonesia
• Proposal forStrengthening the International Competitiveness of Japan’s Agriculture
• The Globalization of Food: Japanese Food as a Universal Food of the Future
• SEIZE THE WORLD /Minister: Create chain reaction between food export and tourism
• Keizai Doyukai 8 policy proposals for the revitalization of Japanese agriculture
• MAFF marketing policies
• Food and the Tourism Experience: The OECD-Korea Workshop

3. Corporate social responsibility

• From a business ethics perspective, what responsibility does YAMASU have to stakeholders including consumers?
• Does YAMASU have a CSR strategy now?
• What kind of CSR strategy should YAMASU have in view of competitive advantage?
• How can CSR help YAMASU to promote its products domestically and globally?

References

• Communicating CSR: Case study of Japanese food industry
• Creating shared value

4. Business operations and strategy

• Should YAMASU change its suppliers from Chiba? Is that a possibility?
• How can YAMASU improve its business operations? Would such improvements require major changes or small changes?
• How can YAMASU’s business operations be aligned with Government of Japan activities and support?

References

• Cool Japan Strategy
• MAFF (2016)
• MAFF (2009)
• Global report on food tourism (UNWTO 2012)
• Michinoeki
• Managed trade
• Feed the world’s foodies
• Increased efforts to expand exports
• MAFF – Promoting innovation
• Governance of city food systems case studies

5. Marketing and promotion

• What is the role of trade shows, fairs, and expos in the marketing and promotion of YAMASU products?
• How does YAMASU market and promote its products now?
• How can YAMASU expand its sales and promote its brand?
• How should YAMASU change its current lineup of products?

References

• Japan trade shows
• Foodex Japan 2017
• Foodex Japan JETRO
• Chiba Foodstuff Export Association
• MAFF list of exporters and producers
• JETRO
• US FDA Voice
• Food Industry Executive trade shows
• OECD Milano site
• Japan food pavilion photos
• Digital food waterfall
• 3 ministries and JETRO provide support leading to gold medal

6. Mission and long-term vision

• What is YAMASU’s mission and long-term vision?
• What do you think YAMASU should look like in the future?
• What kinds of companies would be good models for YAMASU? In what way?
  • Examples:
    • Coca Cola – Alignment with military to obtain key ingredient (sugar) and global expansion
    • Burger King – 5 part strategy (in view of failure of competitors) for selecting countries
    • Wegmans – 30 year vision of the future
    • Disneyland – Factors in international expansion
    • Zara – Innovative strategy in creating value chain in global apparel industry
    • Avon – Expansion into foreign markets based on socioeconomic and demographic factors

References

• Wegmans Food Markets
• Wegmans people
• Wegmans best grocery store in USA
• Daniels, J.D., Radebaugh, L.H., & Sullivan, D.P. (2004, 2011). International business: Environments and operations (10th & 13th editions). Upper Saddle River, New Jersey: Pearson.

 

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* Source: Knight, K. (2017). Exploring YAMASU and the food industry from multiple perspectives with SWOT and PEST analytical approaches [PowerPoint presentation in Global Challenge business training program]. Chiba, Japan: Kanda University of International Studies.