IMC Plan
Executive Summary
The purpose of this report is to conduct a foreign market analysis on the chosen market, Japan throughout an in-depth and extensive environmental scanning in order to evaluate both the opportunities and threats that may affect the entry of selected company of Secret Recipe Cakes & Café Sdn Bhd.
Secret Recipe Cakes & Cafe Sdn Bhd is a Malaysian based company that offers a wide range of fine quality gourmet cakes along with fusion of food and beverages. It has been operated successfully in many countries mainly across the ASEAN region, including Kuala Lumpur, Jakarta, Singapore, Bangkok, Manila, Brunei, Shanghai, Melbourne and now it is contemplating to enter into a new lucrative industrialised mature market of Japan.
This report will thus initially conduct its competitive environmental analysis within the context of new market, Japan through implementing the key components of economic, cultural, political and legal factors prior to the international expansion of the Secret Recipe. Based on thorough review of the macro-environmental situation, several opportunities and issues that could possibly affect the entry of Secret Recipe are brought to light and it will most likely influence its sustainability as well as the profitability in the long-term perspective.
From the economic prospect, Japan is a large, wealthy and sophisticated domestic market with growing urbanisation accompanied by relatively high GNI per capita as well as high disposable incomes that account for a high food consumption level. However, due to rapidly ageing population, it may lead to new foodservice demand that caters specifically to seniors. Furthermore, Japanese women are becoming more empowered and the number of people living on their own is rising, which is seen as a major factor seeking for high-end convenience lifestyle. As in the cultural aspect, the way of communicating and delivering message in appropriate language etiquette, as well as the cultural shifts of
The purpose of this report is to conduct a foreign market analysis on the chosen market, Japan throughout an in-depth and extensive environmental scanning in order to evaluate both the opportunities and threats that may affect the entry of selected company of Secret Recipe Cakes & Café Sdn Bhd.
Secret Recipe Cakes & Cafe Sdn Bhd is a Malaysian based company that offers a wide range of fine quality gourmet cakes along with fusion of food and beverages. It has been operated successfully in many countries mainly across the ASEAN region, including Kuala Lumpur, Jakarta, Singapore, Bangkok, Manila, Brunei, Shanghai, Melbourne and now it is contemplating to enter into a new lucrative industrialised mature market of Japan.
This report will thus initially conduct its competitive environmental analysis within the context of new market, Japan through implementing the key components of economic, cultural, political and legal factors prior to the international expansion of the Secret Recipe. Based on thorough review of the macro-environmental situation, several opportunities and issues that could possibly affect the entry of Secret Recipe are brought to light and it will most likely influence its sustainability as well as the profitability in the long-term perspective.
From the economic prospect, Japan is a large, wealthy and sophisticated domestic market with growing urbanisation accompanied by relatively high GNI per capita as well as high disposable incomes that account for a high food consumption level. However, due to rapidly ageing population, it may lead to new foodservice demand that caters specifically to seniors. Furthermore, Japanese women are becoming more empowered and the number of people living on their own is rising, which is seen as a major factor seeking for high-end convenience lifestyle. As in the cultural aspect, the way of communicating and delivering message in appropriate language etiquette, as well as the cultural shifts of