日系外食産業の海外進出戦略-大戸屋の事例を中心に-

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  • Overseas Promotion by Japanese Food Service Industry: a Case Study of Ootoya
  • ニッケイ ガイショク サンギョウ ノ カイガイ シンシュツ センリャク : オオドヤ ノ ジレイ オ チュウシン ニ

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説明

In this paper, strategies of Japanese food service industry into overseas markets are discussed. Most of Japanese food service companies those challenged promotions into overseas markets have not completed their plans successful. Many of them experienced withdraw or shrinkage of sales because of the poor business performance. This paper aimed to examine its' causes and countermeasures based on the case of Ootoya; who established unique FC transforming strategy through close corporation with partners in Thailand and Taiwan, and have led to successful business there. Based on these successes, recently they are implementing the promotion into Chinese market with Taiwanese partner. The case indicates the significance of tight relationship with the partners in overseas markets, and is supposed to be worthy of attention.

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