A. Glushanitsya
National University of Food Technologies, Kiev,
Ukraine
USING OF JAPANESE
MARKETING
PRINCIPLES IN UKRAINE
The modern marketing in Japan must be based on the quick, flexible
planning of initiatives, in the centre of which always must be the customer.
Initiatively, ambitious companies are more quickly oriented on the creating the
needs and their satisfaction, than just reacting on the problem which appeared.
That feature of Japanese marketing is often marked by specialists. Quickness
and flexibility in making decisions, the necessity of which is understood by
the most part of the managers – the participants of research, for the most of
the companies is the one of the main tasks.
So we can define three main principles of marketing:
- Direct priority of
the customer where the human is the main labor recourse as for country, so the
object, the satisfaction of needs of which is the main aim in marketing. The
individual approach is provided for each of them and it’s directed for making
the long relationships.
- Information
technologies which are provide quickness, clearness, initiative and the usage
of the newest technologies with the help of which the company gets information
about the clients.
- Creativity and
entrepreneurial spirit in making decisions of marketing conclusions.
Marketing people don’t ask the customers which products they would like
to have, but follow the client and make new product. Specialists all the time
provide marketing researches, they know the customer’s needs, and they can
predict them the future period and to make new unique product, so the customer
won`t give up on it. They proved that
it`s important not only to know what the customers need today, but it`s important
to understand what the customers will want tomorrow.
Japanese business-wisdom is evident: leave the customer satisfied, be
grateful and honest with partners, and the profit will come as award for work.
Profit is not the aim; the satisfaction of the customers is the tool of its
achievement.
Let`s research the ways of providing the principles of the Japanese
marketing on the example of the PAC “Obolon`” which is the only one Ukrainian
company which is among 40 the biggest brewing groups in the world. They also
produced alcoholic and non alcoholic beverages and mineral waters).
The first principle of Japanese marketing isclients’ satisfaction.
Creating the special focus-groups (the method of the research, group interview
which was organized as the talk of several respondents) will help to
consolidate and improve its position on the market.
The second principle is an initiative (informational security). Creating
and active advertisement of the Internet-cite, where every customer could leave
his comment or wish, and also review about the product that he bought (about
taste, colour and other factors). Appearance of such Internet-resource will
allow not only to see the target audience of the company, but also to react
quickly on the customers’ reviews. That is a good indicator for the customer,
too. When your thought are held by others and react on your need it positively
affects on the promotion of the product on the market.
The last principle is the creativity in dissolving marketing questions.
It is proposed to introduce holding virtual exhibitions, excursions,
master-classes, debates, round tables for different authorities (as for
investors, providers, customers etc.). By that way of working, PAC “Obolon`”
gives an opportunity to teach everyone who interested in production, sales and
promotion of its production as on national and international levels.
The proposed introduction in PAC “Obolon`” is aimed the introducing the
company’s elements of Japanese marketing with the aim of improving the
quickness of making decisions; creating better connection conditions with
customers; to satisfy the clients’ needs; to involve new investors, clients,
which will influence on the company’s activity in the future.
1
Three Japanese whale Marketing [Brandkey.ru] - Access to the journal .: http://www.brandkey.ru/print.php?id=999&nid=&pid=&artid=259
2
Features of the Japanese management system [Bibliofond. Library.] / V.
Roschina - Access to the journal .: http://bibliofond.ru/view.aspx?id=463311
3
Corporation "Obolon" [PAC "Obolon"] - Access to the
journal .: http://www.obolon.ua/ukr/about/contacts/head-office/
Supervisor: L. Vlasenko