The global expansion of Japanese food-service firms The ...
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The global expansion of Japanese
food-service firms
The necessity of stage-based view
Fumiya Sato
Tsubasa Kiyama
Ayaka Kusakari
Masako Nakaya
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In Korea
We found Many Japanese food-service firms
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Many Japanese food-service
firms expand all over the world
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2 Reasons
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0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
(on
e h
un
dre
d m
illio
n)
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Source: Institute of food safely 61997 20141980
Transition of the scale of food-service market in Japan
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2009
7
340 trillion yen 680 trillion yen
2020
DOUBLE
Source: AT Kearny
2Transition of the scale of food-service market in the world
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Therefore…
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Many Japanese food-service
firms expand all over the world
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The number of Research paper
about food-service is increasing
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Localization
Mainstream
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Saizeriya
KFC
Example
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McDonald’s in Initial stage
Standardization
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McDonald’s
expanding process
Step1 Step2
Establishing
Standardization
Mixing
Localization
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We advocate…
Stage-Based-View
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We thought…
Standardization is more important
than Localization in initial stage
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Outline of analysis
Definition of Standardization and Localization
American food-service firms
From international marketing theory
From McDonald’s example
Japanese food-service firms
From interview with 7 firms
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To transfer the
home country’s
system without
changing it
Standardization
Definition
To change the
home country’s
system to suit
the local needs
Localization
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Quality
Menu
Service
Factors
Standardization and Localization
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Service
Food
Quality
To provide same quality or not
Standardization
Localization
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Menu
To provide same menus or
To add more menus
Standardization
Localization
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Food-Service Firms21
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No Name of company country Amount of sales
1 COMPASS GROUP PLC England 30,633
2 MCDONALD’S CORP America 30,146
3 SODEXO France 26,927
4 STARBUCKS CORP America 18,068
5 YUM!BRANDS INC America 14,587
6 DARDEN RESTAURANTS INC America 6,905
7 AUTOGRILL SPA France 6,501
8 ZENSHO HOLDINGS CO LTD Japan 5,118
9 BLOOMIN’ BRANDS INC America 4,880
10 WHITEBREAD PLC England 4,655
The world ranking of food-service firms(A hundred millions yen)
The half of top 10 are American
Source: Bloomberg
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Focus on
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The Key of Success
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The Key of Success
Rational operating system
Standardization25
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QSC&VQuality Service
Cleanliness Value
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CrewDevelopmentProgram
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McDonald’s
expanding process
Step1 Step2
Establishing
Standardization
Mixing
Localization
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Step2
Mixing
Localization
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Japanese
Food-Service Firms
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Our Research‘s Flow
STEP1 First interview
STEP2 Second interview
To reveal the strategy of the firms
Surveys at 7 firms
Surveys at 2 firms
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First interview
・Contacted 20 firms,
interviewed 7 firms
・Telephone or Face-to-Face 32
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・Taste
・Food Ingredient
・Service
・Human ResourceEducation
・Menu
Interview Item
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Localization
Interview Result
Menu
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Interview Result
ServiceFood
Quality
Try to provide same quality
Standardization36
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Example
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Japanese education level
Actual Practice
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Actual Practice
Same Quality Ingredients
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They’re Still Struggling
However,
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Japanese Firms
expanding process
Step2
Mixing
Localization
Step1
Establishing
Standardization
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The necessity of other solutions
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Zensho
Export TARE
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Food Sanitation Inspection Facility
Zensho
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Zensho
Same Manual
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Toridoll
Noodle making machine
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Toridoll
Same Manual
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2 Firms
expanding process
Step2
Mixing
Localization
Step1
Establishing
Standardization
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Still here
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Conclusion
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McDonald’s
expanding process
Step1 Step2
Establishing
Standardization
Mixing
Localization
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Stage-based-view
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Japanese Firms
expanding process
Step2
Mixing
Localization
Step1
Establishing
Standardization
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Japanese Firms
expanding process
Step2
Mixing
Localization
Step1
Establishing
Standardization
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References
和文書籍ジェームズ・ワトソン編(2003)『マクドナルドはグローバルかー東アジアのファーストフードー』新曜社。ジョージ・リッツァ(1999)『マクドナルド化する社会』早稲田大学出版部。川端基夫(2010)『日本企業の国際フランチャイズー新興戦略としての可能性と課題ー』新評論。小坂恕(1997)『グローバル・マーケティングー世界市場での新たな成長への枠組みー』国元書房。諸上茂(2012)『国際マーケティング論の系譜と新展開』同分舘出版。大石芳裕(1996)『国際マーケティング体系』ミネルヴァ書房。重光克昭(2010)『中国で一番成功している日本の外食チェーンは熊本の小さなラーメン屋だって知ってますか?』ダイヤモンド社。
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References
和文論文相原修(2012)「フードサービス研究の現在」商学集志。浅岡柚美(2015)「アジアビジネスに関する研究ー外食産業のアジア展開におけるオペレーション・マネジメントー」流通科学研究。張兵(2013)「日系外食企業の中国進出の可能性と課題」都留文科大学研究紀要。福井幸男(2004.a)「時代を切り拓く企業経営ー米国マクドナルド社のフランチャイズ展開の精神ー』商學論究 52。福井幸男(2004.b)「フランチャイズ経営成功の原点ーアメリカ・マクドナルド社の創設時から学ぶことー」生産管理。平野詮裕(1980)「吉野家米国進出の歩みと対米進出の心得及び問題点」日本醸造協会雑誌。川端基夫(2002)「日系外食産業の海外進出」研究紀要。川端基夫(2012)「外食グローバル化のダイナミズム」流通研究。川端基夫(2014)「日系外食企業の海外進出に果たすサポーティング・インダストリーの役割」商学論究。小林正樹、佐々木里沙、簑田咲(2012)「日本市場における外資外食産業研究」早稲田社会科学総合研究. 別冊,2012年度学生論文集。
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References
口野直隆、大島一二(2015)「サイゼリヤ」の中国戦略の現状と課題」桃山学院大学経済経営論集。茂木信太郎(1983)「外食産業の将来展望」季刊 外食産業研究、第5号。茂木信太郎(2013)「外食産業のアジア進出について」ホスピタリティ・マネジメントVol.4 No.1。劉建英、伊藤宗彦(2010)「日本マクドナルドのサービスイノベーション」マーケティングジャーナル Vol.30 No.1。劉騰、徐方啓(2011)「中国におけるKFCの現地化戦略」近畿大学商経学会,第57巻第3号467貢。鶴岡公幸(2008)「中国における日系外食チェーンの事業展開」宮城大学食産業学部紀要。山田啓一(2009)「ジョリビーの経営戦略ーローカル市場における対マクドナルド競争戦略ー」流通科学研究 中村学園大学。
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References
インターネット引用Hachiban homepage: http://www.hachiban.co.jp/(accessed 10 August 2015)Italian tomato homepage: http://www.italiantomato.co.jp/(accessed 10 August 2015)Japan McDonald’s homepage: http://www.mcdonalds.co.jp/company/outline/rinen/rinen.html(accessed 15 October 2015)Mynavi news: http://news.mynavi.jp/articles/2010/02/16/macchronicle/(accessed 16 October 2015)plenus homepage: http://www.plenus.co.jp/(accessed 10 August 2015)Shigemitsu industry homepage: http://www.aji1000.co.jp/companyinfo/company.html(accessed 10 August 2015)Toridoll homepage: http://www.toridoll.com/(accessed 10 August 2015)WDI homepage: http://www.wdi.co.jp/(accessed 10 August 2015)Zensho homepage: http://www.zensho.co.jp/jp/(accessed 10 August 2015)
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