Japan is a country very advanced and well known in both Asia and the world. If we talk about Japan then we will also remember his empire, because Japan is the empire state led by an emperor of the famous hard and high discipline, as the samurai warrior, so that the community had come as a hardworking and diligent.
Because the Japanese people are famous for hard workers would not be surprised if in the 1960's standard of Japanese people has increased quite rapidly, this led to their animal consumption such as eggs, beef, pork and chicken meat also increased as well. So no wonder also if the company Mitsubishi Corporation which typically moves in the field of animal food and feed importers of chicken, corn and shorgun, now began to be interested as to see that more than three-quarters of domestic demand on imports of chicken from the United States.
Over time, the Mitsubishi Company in 1969, burdened by a surplus of meat, so in this case the company had faced the problem of chicken, because chicken bone throwing the country requires the handling of a troublesome and expensive job.
In order to expand its network in Seiyu, Jasco and Tokyo, at the supermarket was trying to sell packs chicken without removing the bone with a much cheaper price, although the mother - the Japanese housewife, has long had a good notion that chicken is chicken bones and discarded do not want to buy a package of chicken that are sold with the bone and intact.
To solve the above problems hence the Mitsubishi headquarters in Tokyo sent a telegram office in Chicago to ask for suggestions and new ways to increase consumption of Japanese chicken. The person receiving the request is Aso. With a variety of experiences that are owned by Aso and watch the results of bookkeeping Franchise Kentucky Fried Chicken in the Midwest, so that the user's largest single domestic chickens in the United States is the Kentucky Fried Chicken (KFC), then Aso went straight to Nashville and begged for KFC would entry into Japan. But the petition was not directly addressed, with various efforts taken by the end of 1962 KFC business into Japan failed but Aso did not despair, keep sending the petition to KFC, so that at in 1969 KFC would listen from experienced international advisers so that KFC will accept applications Aso again.
Not much later after the KFC entry to Japan again, then set up a KFC KFC Japan (KFCJ) and opened expo'70 in Osaka by opening stand with an authentic look and good manners "Food Without Equipment." But after a trial period of 9 months, KFC suffered cumulative losses of more than 200 million yen ($ 600,000).
Looking at the KFC experience needed radical change in marketing approach from the Americans if a la KFC KFC wants to succeed. Therefore, they argue about the necessary adaptation of KFC to KFCJ. Finally they agreed that that should be used to promote KFC KFCJ are:
1. Products will be promoted as a "new fashion" of the United States
2. The target market is children - children and young Japanese from kindergarten age - children up to university and also housewives aged 30 years.
3. Family background was upper middle and upper class corporate executives and professionals who have overseas or be able to go abroad.
4. If there is a sign - a sign of success, it must be added the sales as soon as possible.
5. The attractiveness of price and product must compete with the food eaten outside the home or delivered to homes that popular in Japan.
After studying the events above the KFC (Kentucky Fried Chicken) need to take steps - steps that are more suitable for marketing and adaptive environment that is very important.
To take steps - steps that will spark KFCJ marketing and packaging of products as follows:
1. Brands' Kentucky Fried Chicken "is spelled in phonetic Japanese (katakana) and England
2. Price: The portion of the three most popular pieces will compete with the popular Japanese dish of meat, "Katsudon" (pieces of pork served with rice cooked with spices).
3. The location where the sale of tests: near the main station and the shuttle Toyoko line and extending from Shibuya, where the entertainment center across the southwestern outskirts of Tokyo to Yokohama, home to upper middle-income families.
4. Area where sales: approximately 66 square meters, so the lease and maintenance costs can be reduced.
5. The space in which the sale: renting an existing building.
6. Advertising and promotion: to spread leaflets to all houses within reach of every point of sale market. Promoting "KFC Stan" to "Bazaar", "Sale of Sales", "Picnic", "Athletics Competition" and "Excursion Tour." Direct promotional campaigns will be replaced with ads on TV and radio between the hours of 2-4 pm when the child - school children have gone home and want a snack in the afternoon.
7. Function points of sale: eating places will be promoted in addition to the sale to be taken away.
8. Decoration of retail outlets: Lines - red and white lines will be preserved along with the statue of Colonel Sander with actual size at the point of sale.
9. Menu: a list of impressive luxury food that will be printed with colors to suit decor sales.
Thus travel / strategy FC entered the Japanese market, it's all thanks to the experience and marketing knowledge that is owned, not easily someone will succeed in developing an international-level marketing without having a high marketing knowledge.
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