PRESENTED BY:

Gal ina Kokhan

Awayino Oyetayo

Ankit Chaubey

THE PRODUCT: DEHYDRATED DOG FOOD

THE COMPANY: AMORE PET FOOD

THE TARGET COUNTRY: JAPAN

stable pet care market;

dominance of dry food with a 70% share in volume/50% share in value;

Japan 12th out of 187 countries on the Human Development Index;

high level of disposable income;

the Japanese are more conscious of the health of their pets

WHY JAPAN?

• Pol i t ica l

System

• Demo

• Socio -

Cul tura l

Aspect

• Economic

Stat is t ics

• Technology

• Legal

f ramework

PESTLE

DEMOGRA

PHICS:

- VERY STRONG DEMOCRATIC SETUP;

- STABLE MACROECONOMIC POLICIES;

- FREEDOM OF DECISION-MAKING INDEPENDENT OF

THE GOVERNMENT.

POLITICAL

SYSTEM:

- LOW GROWTH RATE, BIRTH RATE AND INFANT

MORTALIT Y RATE;

- COUPLES WITHOUT KIDS, SINGLE PEOPLE, AGED

PEOPLE AND AGED COUPLES;

- HIGH DOG POPULATION OF 12,000,000

SOCIO-

CULTURAL

ASPECT

ECONOMIC

STATISTICS

- 2ND PLACE IN THE WORLD ECONOMY WITH A GDP OF 4

897, 37 BILLION USD;

- INFLATION RATE: 0.0%;

- OVERALL TAX BURDEN IS 27.6% OF GDP;

- BUSINESS FREEDOM: 80.0 (ABOUT 10 PROCEDURES);

- JPY THE 3RD OF THE WORLD'S RESERVE CURRENCIES;

TECH-GY

- TECHNOLOGY-SAVVY POPULATION, WELL-DEVELOPED

INFRASTRUCTURE AND HIGH INCOME LEVELS;

- 66.7% OF ALL HOUSEHOLDS OWNING A BROADBAND

INTERNET (2011);

LEGAL

- FREEDOM FROM CORRUPTION: 77.8;

- PROPERT Y RIGHTS: 80.0;

- SECURE PROTECTION OF REAL AND INTELLECTUAL

PROPERT Y;

s

SWOT ANALYSIS

w

o T

13 years of immense experience in Dog Food Manufacturing;

product is 100% natural;

Dehydrated Food also can be kept for long period of time (transportation);

no extra preparation – saves time;

STRENGTHS

staff strength is a

total of seven

employees;

outsourcing extra

cost for the company;

Financial capacity is

low ($ 5 million);

no prior international

business experience

WEAKNESSES

Pet Food Industry in

Japan – stable growth;

current valued -

$5,756.8 million;

forecasted to increase

to $6,429.5 million;

dog care segment was

the markets’ most

lucrative with 43.4% of

the market's overall

value in Japan.

OPPORTUNITIES

a high number of Pets

Food Companies:

THREATS

MARKETING STRATEGY FOR

PRODUCT

PLACE

PROMOTION

PRICE

Japanese is spoken by 99% (dialects

excluded) – translation;

difference between the symbol that the

brand (special package design for

Japanese market);

densely populated market small

dwellings size modification of the

package (1 pound 60g);

Documentation required - Inspection

Certificate and Public Health

Certificate provided in addition to

other export documents required

Language

Size

Documentation

PRODUCT

ADAPTATION

the quality of the product

a weekly lottery system on

Amore’s website

Unique

proposition?

Shipping

Company

Wholesalers :

Distr ibutors/

reta i lers

PLACE

101 mill ion Internet users - 79.3% of the total

population;

Twitter = 1.7 mill ion tweets about pets monthly;

Mixi - Japan’s biggest blogging platform;

product-related videos;

Facebook in Japan - 16.7 mill ion active users

(fan page);

Japanese character in the middle of a red heart

= “love” = “Amore”

Socia l Media

PROMOTION

Barcodes - a huge potential for Internet

marketing;

Pocket tissue advertisements - 100

times more effective than advertising in

the newspaper;

Local celebrities are in over 80% of all

Japanese TV commercials;

a 19-year-old idol Japanese pop-star

Kanako Momota and her Yorkshire

Terrier (Kyaro)

Barcodes

Pocket T issue

Celebr it ies on

T V

- No medium

price

segment

- Unique

products are

more popular

- Amore Pet

Food is a

perfect fi t for

Japanese

market

PRICE

- - Import Duty and a

Consumption Tax of 5%;

- - the convertibility rate: 101

JPY = CAD 1;

- -$14.17 - Year 1

- -$13.46 – Year 2

- - $13.27 – Year 3

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WORK CITED

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