Kellogg’s activities in Japan

Now, look at Kellogg’s activities in Japan. Japan is the 3rd strongest economic powerhouse in the world. Consumers in Japan have high disposable income, making Japan a very viable market for many companies to enter.

Make sure you do the research. Do not fall into the pitfall of making assumptions nor believing in the stereotypes. You will have to dig deep into the research. First tier of research will give you stereotypical answers of Japanese people eat rice and fish in the morning. Consumers in Japan do not all eat rice in the morning!! Most of the people in Japan eat toast, egg, milk, etc. for breakfast.

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  • Why isn’t Kellogg cereals’ sales high in Japan?
  • What cultural/behavioral differences make Japan a difficult market for Kellogg’s to penetrate further?

    Research not just their behavior but also of their psychology. Research along the lines of what the Japanese society dictates as roles of moms and what are expected of them.

Consider also what moms themselves perceive as what their roles and responsibilities should be to be a “good mom.”

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