Keys to new market entry strategy to Japan: Case: Portuguese footwear

Bibliographic Details
Main Author: Palmu, Jonna Maarit
Publication Date: 2020
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10071/21814
Summary: Japan is the second largest retail market and third biggest importer of footwear in the world. Owning limited domestic manufacturing but being included in the top 6 countries in the world for footwear consumption with high purchasing power per capita, makes Japan a tempting market for the Portuguese footwear cluster to obtain. The Portuguese footwear industry has been in rapid growth during the past decade and today it exports more than 95 % of its manufacturing. APICCAPS is a nationwide association in Portugal that supports the globalization plans of its members from the footwear industry. On the global market, Portuguese footwear presents itself as a young, sexy and forward looking industry which combines tradition with cutting-edge technologies and know-how of greatest design. This appears as a strong competitive advantage in Japan. In addition to exigent quality expectations, modern Japanese consumers are driven by strong individualization and appealing brand stories. Japan is a challenging but highly profitable market due to its vibrant economy and social patterns. The objective of this project is to reveal the key factors and decision points to a successful market entry strategy in Japan, to act as a guideline for the Portuguese footwear companies.
id RCAP_1fdf5fa511aa019a0e84383f2cc60d72
oai_identifier_str oai:repositorio.iscte-iul.pt:10071/21814
network_acronym_str RCAP
network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository_id_str https://opendoar.ac.uk/repository/7160
spelling Keys to new market entry strategy to Japan: Case: Portuguese footwearFootwearNew market entryMarket entry strategyJapanIndústria do calçadoNova entrada no mercadoEstratégia de entrada no mercadoJapãoJapan is the second largest retail market and third biggest importer of footwear in the world. Owning limited domestic manufacturing but being included in the top 6 countries in the world for footwear consumption with high purchasing power per capita, makes Japan a tempting market for the Portuguese footwear cluster to obtain. The Portuguese footwear industry has been in rapid growth during the past decade and today it exports more than 95 % of its manufacturing. APICCAPS is a nationwide association in Portugal that supports the globalization plans of its members from the footwear industry. On the global market, Portuguese footwear presents itself as a young, sexy and forward looking industry which combines tradition with cutting-edge technologies and know-how of greatest design. This appears as a strong competitive advantage in Japan. In addition to exigent quality expectations, modern Japanese consumers are driven by strong individualization and appealing brand stories. Japan is a challenging but highly profitable market due to its vibrant economy and social patterns. The objective of this project is to reveal the key factors and decision points to a successful market entry strategy in Japan, to act as a guideline for the Portuguese footwear companies.O Japão é o segundo maior mercado de retalho e o terceiro maior importador de calçados do mundo. O facto de integrar as 6 maiores economias mundiais de consumo de calçado, bem como o seu elevado poder de compra per capita e uma produção nacional relativamente limitada, torna Japão um mercado atraente para o setor português do calçado. A indústria portuguesa de calçado teve um rápido crescimento durante a última década e hoje exporta mais de 95% da sua produção. A APICCAPS é uma associação portuguesa de âmbito nacional que apoia os planos de globalização dos seus associados da indústria do calçado. No mercado global, o calçado português apresenta-se como uma indústria jovem, sexy e futurista, aliando tradição a tecnologias de ponta e uma vasta experiência em design. Considerando as particularidades do mercado, essas características representam uma potencial vantagem competitiva no Japão: além da exigência de qualidade, os consumidores japoneses modernos apresentam um forte estilo pessoal e são movidos por histórias de marca atraentes. O Japão é um mercado desafiador, mas o dinamismo da sua economia e a especificidade dos seus padrões sociais tornam-no altamente atraente e potencialmente lucrativo para a indústria do calçado portuguesa. O objetivo deste projeto é revelar os fatores-chave e pontos de decisão para uma estratégia de entrada no mercado de sucesso no Japão, que servirá de diretriz para as empresas portuguesas de calçado.2023-12-22T00:00:00Z2020-12-22T00:00:00Z2020-12-222020-11info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/21814TID:202580245engPalmu, Jonna Maaritinfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-07-07T03:17:18Zoai:repositorio.iscte-iul.pt:10071/21814Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T18:19:47.307722Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Keys to new market entry strategy to Japan: Case: Portuguese footwear
title Keys to new market entry strategy to Japan: Case: Portuguese footwear
spellingShingle Keys to new market entry strategy to Japan: Case: Portuguese footwear
Palmu, Jonna Maarit
Footwear
New market entry
Market entry strategy
Japan
Indústria do calçado
Nova entrada no mercado
Estratégia de entrada no mercado
Japão
title_short Keys to new market entry strategy to Japan: Case: Portuguese footwear
title_full Keys to new market entry strategy to Japan: Case: Portuguese footwear
title_fullStr Keys to new market entry strategy to Japan: Case: Portuguese footwear
title_full_unstemmed Keys to new market entry strategy to Japan: Case: Portuguese footwear
title_sort Keys to new market entry strategy to Japan: Case: Portuguese footwear
author Palmu, Jonna Maarit
author_facet Palmu, Jonna Maarit
author_role author
dc.contributor.author.fl_str_mv Palmu, Jonna Maarit
dc.subject.por.fl_str_mv Footwear
New market entry
Market entry strategy
Japan
Indústria do calçado
Nova entrada no mercado
Estratégia de entrada no mercado
Japão
topic Footwear
New market entry
Market entry strategy
Japan
Indústria do calçado
Nova entrada no mercado
Estratégia de entrada no mercado
Japão
description Japan is the second largest retail market and third biggest importer of footwear in the world. Owning limited domestic manufacturing but being included in the top 6 countries in the world for footwear consumption with high purchasing power per capita, makes Japan a tempting market for the Portuguese footwear cluster to obtain. The Portuguese footwear industry has been in rapid growth during the past decade and today it exports more than 95 % of its manufacturing. APICCAPS is a nationwide association in Portugal that supports the globalization plans of its members from the footwear industry. On the global market, Portuguese footwear presents itself as a young, sexy and forward looking industry which combines tradition with cutting-edge technologies and know-how of greatest design. This appears as a strong competitive advantage in Japan. In addition to exigent quality expectations, modern Japanese consumers are driven by strong individualization and appealing brand stories. Japan is a challenging but highly profitable market due to its vibrant economy and social patterns. The objective of this project is to reveal the key factors and decision points to a successful market entry strategy in Japan, to act as a guideline for the Portuguese footwear companies.
publishDate 2020
dc.date.none.fl_str_mv 2020-12-22T00:00:00Z
2020-12-22
2020-11
2023-12-22T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/21814
TID:202580245
url http://hdl.handle.net/10071/21814
identifier_str_mv TID:202580245
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
_version_ 1833597337753092096

Similar Items