Markteing Case

Marketing has been the prominent feature of businesses. All the activities of business revolve around marketing. Marketing is a social process through which individual or groups realize their needs and wants by consuming goods and services through buying or selling or exchanging with the others. This definition suggests that marketing is the way through which individual and groups buy goods and satisfy their needs and wants. Marketing is very important activity for the organizations as it is the way through which organizations sell their products. It can be said that the marketing is the way through which organizations make their revenues.

There are many dimensions of marketing activates that relate to different aspects of business. Area marketing is the way through which companies increase sales and revenues by satisfying the needs and wants of people in different geographical area. Companies have to adapt their marketing strategies to the needs, wants and preferences of people of different areas. In order to be successful in marketing area, companies need to employ the concept of area marketing in order to fulfill the needs of local people. People living in different geographical areas are influenced by the cultural, economical, environmental and political factors. These variations in different factors are depicted in the needs and wants of the people. Companies produce goods and services in order to satisfy the needs and wants of people in different areas. In Japan, the concept of area marketing is related to historical, geographical, and cultural attributes. Regional attributes include the factors such as culture that is depicted in the people's perceptions. The historical background of Japan is feudal system. Japan is very particular in its cultural and natural background. The geographical conditions of Japan stretch from north to south with its beautiful scenery. All the four seasons are distinct features of Japan. These features of Japan can be related to the needs, wants and preferences of the people.

In the empirical studies of 80s ad 90s, superiority of management style and the modes of production of Japan is reflected (Wanno, 1999). This is also true for marketing strategies of Japan. Japanese companies emerged from the concept of imitations and have grown to innovation. The shift in the strategies of companies has made it possible to dominate in various sectors of industry especially in consumer electronics and automobiles. Japanese companies have also become very successful across the world in terms of competitive advantage and high market share.

In the 70s, most of the US and European markets were enriched with Japanese products. It has increased discontent in the western markets regarding products of Japanese companies because they were destroying their home markets (Herbig, 1994). In response to this discontent, Japanese companies started to establish production units in the markets of Europe and