The paper “ Kikkoman Corporation’ s Marketing Strategies – Benefits for All the Stakeholders, Strengthening the Financial Indicators of the Corporation” is a forceful example of a case study on marketing. A firm has been selected as the Kikkoman Corporation, the firm fulfills all the requirements as a successful firm from a banker, s viewpoint. 2. Kikkoman Corporation is an international company in the field of food and drink based in Japan and has its operations at many renowned business centers in the world. The corporation has adopted viable and profitable marketing strategies for the introduction and expansion of the corporation's products globally for ensuring sustainability and growth in favor of the business firm.
The marketing strategies as applied by the corporation has influenced the financial outputs as in profitable mode and these strategies need their replication by other similar business organizations for securing similar economic performances in specific time periods. 3. The corporation has a specific brand name in the fields of soy sauce, Mirin, shochu, food seasoning and flavoring, juice and other beverages for their sale among the customers. In addition, the corporation has also entered into the fields of pharmaceuticals, restaurant management and the supply of other food items for the satisfaction of the customers.
The corporation was initially founded in 1917 as in its initial stages and had attained the status of Multinational corporations with net sales of 285,690 million yens during the financial year 2009-2010 with a net income of 8,602 million yens during the period. 4. The marketing strategy as designed and implemented by the corporation has different priorities and business tools for different products. For example for the promotion of the sales of soya sauce, the company has adopted aggressive marketing initiatives for the expansion of the product for its value addition and similarly, the corporation has offered the product as in gift products to promote the sales of soya sauce among the valuable. 5.
The marketing strategies are designed by the corporation for the introduction of the products among the customers as a part of the business strategies. The corporation as a part of the globalization has exercised the mechanism like outsourcing, exporting, licensing and direct investment in different parts of the world as to implement the Global Vision 2020 as has been formulated by the Kikkoman Corporation.
Successful implementation of these marketing strategies will help in the achievement of all four global strategies as having been included in the major basic strategy for the global vision 2020. A business organization like Kikkoman Corporation has the capacity to select a marketing strategy through a set of the marketing strategy for its implementation for the achievement of the objectives and goals of the corporation. The marketing strategies move from low to high bands for the ownership of foreign operations and similarly, from low to high as in the field of cost to enter foreign operations.
Exporting is at the lowest ebb for both the ownership of foreign operations and Greenfield Venture as high for both the ownership of the foreign operations and the cost to enter foreign operations. The Kikkoman Corporation has applied a variety of marketing strategies for the introduction and acceptance of their products at the global level. These strategies include outsourcing, exporting licensing and franchising. These strategies controlled by the top leadership of the corporation through their leading, decision making, motivating and controlling characteristics.
The corporation has forecasted a net income per share as 19.38 million yen in the category.