What is a primary difficulty which Japanese companies would face in the global market? Also list two or more possible changes occurred in consumer’s shopping behavior.
Several breweries were destroyed by the tsunami, and a lot had severe damage because of the earthquake. Daishichi had very little damage from the earthquake as the building was new and strong concrete. The small damages were already repaired the following day. Hence, on that stage there was no negative influence on their brewing capacity.
In parliamentary law, to save the brewery inside safe from any radiation from the nuclear catastrophe, the building was closed immediately hermetically, and now special and very sensitive air filters have been set up since the brewing has begun once more. The radiation particles were scattered into the air during the attacks in the first week of the nuclear problems, straight after the quake. These have rained down to the earth.
However, that was a one time event, after that there has been very little radiation. Also, the well water which is pumped up from great depth is secure (the radiation has not penetrated deep into the ground). All the hundreds of wells in Fukushima were tested, and all were found to be secure from any radiation. In addition to this, Daishichi has had its well water tested in April and August by the Sake Brewers Association. Another test with more sensitive equipment was done in October by the University of Fukushima, and the water was found to be completely safe.
Impact on Global Market
There was an adverse effect on global market; China continued to ban all imports of sake from Fukushima and nine other Japanese regions, citing continuing radiation fears.
South Korea, which was previously the second-biggest overseas market, has just stopped buying Fukushima sake.
Impact on Consumer Buying Behavior
Later on the tragedy, the radiation scare focused people’s attention on the origin, cultivation and safety of the product they were taking in. The bulk of the Japanese shoppers simply would not buy any shark. Masses do not openly state that they will not buy Fukushima’s products, only they never buy them. Masses are actually terrified with the merchandise. Consumers fear the fields of local rice harvested to make their drink, or their water supplies, may have been contaminated, despite them all being way outside the exclusion zone surrounding the nuclear installation.
What are your strategic recommendations for Japanese firms to overcome this difficulty?
Although there are no harms in the product as they have installed latest and specialist testing systems, however, consumers are not satisfied and once a consumer is not satisfied then it becomes very difficult to change the perception………………………
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