A Market Development Strategy Based on Changing the Product Presentation and Appointing Ambassadors:
To cope with the low growth rate of the workwear market in recent years, Workman Co., Ltd. started to apply their experience in this market to produce outdoor clothing. By providing high-performance and low-cost products, Workman has succeeded in opening a 400-billion-yen blank market for outdoor cl...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2021-06-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/41/1/41_2021.037/_html/-char/en |
| _version_ | 1798004811733401600 |
|---|---|
| author | Lili Wang Kengo Hayamizu Naoto Onzo |
| author_facet | Lili Wang Kengo Hayamizu Naoto Onzo |
| author_sort | Lili Wang |
| collection | DOAJ |
| description | To cope with the low growth rate of the workwear market in recent years, Workman Co., Ltd. started to apply their experience in this market to produce outdoor clothing. By providing high-performance and low-cost products, Workman has succeeded in opening a 400-billion-yen blank market for outdoor clothing. In this paper, we first discuss challenges that Workman faced in the process of achieving this success and the methods used to meet these challenges. We conclude that the success of Workman can be attributed to two key points: product presentation and appointment of ambassadors. At the end of the paper, we discuss some issues that Workman may face in the future. |
| first_indexed | 2024-04-11T12:30:19Z |
| format | Article |
| id | doaj.art-90da014e9b664ef287d4bb08b8afd36f |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-11T12:30:19Z |
| publishDate | 2021-06-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-90da014e9b664ef287d4bb08b8afd36f2022-12-22T04:23:48ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692021-06-0141112012910.7222/marketing.2021.037marketingA Market Development Strategy Based on Changing the Product Presentation and Appointing Ambassadors:Lili Wang0Kengo Hayamizu1Naoto Onzo2The Graduate School of Commerce, Waseda University, JapanThe Graduate School of Commerce, Waseda University, JapanFaculty of Commerce, Waseda University, JapanTo cope with the low growth rate of the workwear market in recent years, Workman Co., Ltd. started to apply their experience in this market to produce outdoor clothing. By providing high-performance and low-cost products, Workman has succeeded in opening a 400-billion-yen blank market for outdoor clothing. In this paper, we first discuss challenges that Workman faced in the process of achieving this success and the methods used to meet these challenges. We conclude that the success of Workman can be attributed to two key points: product presentation and appointment of ambassadors. At the end of the paper, we discuss some issues that Workman may face in the future.https://www.jstage.jst.go.jp/article/marketing/41/1/41_2021.037/_html/-char/enproduct presentationsensory marketingambassadormarket development |
| spellingShingle | Lili Wang Kengo Hayamizu Naoto Onzo A Market Development Strategy Based on Changing the Product Presentation and Appointing Ambassadors: Maketingu Janaru product presentation sensory marketing ambassador market development |
| title | A Market Development Strategy Based on Changing the Product Presentation and Appointing Ambassadors: |
| title_full | A Market Development Strategy Based on Changing the Product Presentation and Appointing Ambassadors: |
| title_fullStr | A Market Development Strategy Based on Changing the Product Presentation and Appointing Ambassadors: |
| title_full_unstemmed | A Market Development Strategy Based on Changing the Product Presentation and Appointing Ambassadors: |
| title_short | A Market Development Strategy Based on Changing the Product Presentation and Appointing Ambassadors: |
| title_sort | market development strategy based on changing the product presentation and appointing ambassadors |
| topic | product presentation sensory marketing ambassador market development |
| url | https://www.jstage.jst.go.jp/article/marketing/41/1/41_2021.037/_html/-char/en |
| work_keys_str_mv | AT liliwang amarketdevelopmentstrategybasedonchangingtheproductpresentationandappointingambassadors AT kengohayamizu amarketdevelopmentstrategybasedonchangingtheproductpresentationandappointingambassadors AT naotoonzo amarketdevelopmentstrategybasedonchangingtheproductpresentationandappointingambassadors AT liliwang marketdevelopmentstrategybasedonchangingtheproductpresentationandappointingambassadors AT kengohayamizu marketdevelopmentstrategybasedonchangingtheproductpresentationandappointingambassadors AT naotoonzo marketdevelopmentstrategybasedonchangingtheproductpresentationandappointingambassadors |