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Docomo Vs Softbank

Docomo

・Market Leader 50000000users No1 market share

・Enclosure Strategy to keep market share.

・Full Line Strategy to follow new products and service from other competitors.

・It was the latest for Docomo to introduce Number Portability.
But Docomo won't be weaken for market share because of their brand power.

・docomo is advertising with Japanese famous actors and actress like Tsumabuki Satoshi and Aoi Yu and so on.
They try to keep Japanese users and market share with Concentration Japanese market.

Softbank

・Costleadership Strategy Whiteplan
Between softbank users, It's free to send mails.
Between Softbank users and 1pm to 9pm ,It's free to talk by phone.
It is the cheapest plan in cellphone market.

・Softbank 18000000 users No3

・The number of getting new users is No1 these days.

・Promotion Too much advertising?
Brad Pitt, Cameron Diaz are starring Softbank CM.
Softbank wants to give customers global brand image.
At the same time, In order to advertise cost leadership,
Softbank uses Ueto Aya with weird family.
They try to explain how cheap Sofbank is and how function
Softbank has.

・Alliance with famous characters Mickey Mobile , Hello Kitty

anyway Softbank is doing their best with using a lot of money to get market share.

If I were NTT Docomo employee・・・

I just wait the time which Softbank used all cards to get market share.
Softbank strategy is just Struggling costleadership as compared with Docomo market share and money.
Because Softbank costleadership is no Imitation difficulty for other competitors like Docomo, KDDI and so on.
If Docomo wants to try to same price system with Softbank, Docomo can perform it easily.
But Docomo knows It's just no effective strategy to tighten softbank's neck by themselves.
If They got 25000000 users, They couldn't withdraw money from them because too cheap price system.
Docomo just worry that Softbank will make entirecellphone industry system cheap.
In order to defent cheaping price system, Most of cellphone company will raise cellphone hardware price.
Docomo just wait Softbank will be out of breath.
Softbank used too much money to M&A Vodafone Japanese inc.
So They need to withdraw a lot of money from this cellphone industry.
I guess Softbank's strategy is just fret one to withdraw much money in the short term.

When Softbank is out of breath,money, Docomo will introduce same price plan to defeat Softbank.
Docomo can stand the short of money because of the power of money.
In Business, Companies needs to decide strategy in the long term.

Softbank costleadership strategy is just bluff for docomo.

Lexus vs Benz

Luxury car market in Japan

Summary
Luxury car market in Japan was occupied by foreign luxury cars like Benz, Porsche.
Japanese luxury car brands needed to take some steps for getting market share again.
Then, One of most famous car company "Toyota" stood up to get luxury car market in Japan.

Product differentiation

Lexus VS Benz

Japanese original design Brand image ,status
The best hospitality
The best after service Enclosure strategy
Success in North America The first car brand

Lexus suceed in North America.But It depends on American sense of value and the lack of historical sense.
American people tend to buy splendid goods and items from their eyes without caring historical brand.
On the contray, japanese people tend to buy brand item which is appreciated by a lot of people and from history.
The difference was the reason which Lexus could suceed in North America.
In order to win at Japanese luxury car market,Lexus have to make brand status like Benz.
Benz have a strong brand status as first car brand from a long time ago.
Japanese rich layer who are old man prefer foreign luxury car.
Because They are generation who longed supercarboom which is from foreign luxury cars.
Lexus is trying to sell young rich layer to get brand status.
Lexus strengthes are the best after service and hospitality and japanese original design.
Whether Lexus will get luxury car market in future or not depends the marketing for young rich layer.

Source

http://lexus.jp/

http://www.mercedes-benz.co.jp/

Keyword

Brand Luxury car market

Summary

Japan bought emissions right from Hungary.
It is first time to buy emissons right between countries.
Emissions right became already goods for developed countries.
Will developed countries continue to buy emissons right from developping countries?

My Thought

Emission trade became fair trade between developed country and developing country.
Developed countries including Japan and worldwide companies is doing their best to get emission right.
Althought people already knows that eco be important for our future life, there is reverse market like a emission trade.
It is said that Emission trade is fair for both developed countries and developing countries.
I don't think so.
It's just escape route of ecology for developed countries and companies.
I think Those strongers just are take advantage of developing countries enviroment.
It's similar to "Fair? trade" between strong countries and weak countries.
Of course, There is real fair trade,too.
But Actually, Some countries and companies are taking advantage of this not fair trade for weak countries.
I hope emission trade also will be fair? trade stuff for taking advantage of strong countries.

Source

Reuters UK

http://uk.reuters.com/article/environmentNews/idUKT17302920071126

Nikkei

http://www.nikkei.co.jp/news/main/20071126AT3S2600626112007.html

Keyword

Emission trade , Japan, Hungary , Fair trade

Summary

Hitachi brand "Prius" withdrew from the market of computers for consumers last month.
Among many analysists, It is said that that market became already saturation.
Profits of consumer's computer market countinue decline every year.
Because most of families got a computer per a family.
Can Computer Industries make new demand for consumer's computer?
I would like to think new strategy for consumer's computer market.

My Thought

At first, As everyone knows, Computer became essential device today.
Most of Family have a computer.
Computer companies are trying to change "A computer per a family" to "A computer per a person".
I think computer market is similar to car market.
There is no big change for technology.
As you know, There is no cars which can fly or are without tires.
Computer market also don't have great change for a long time. there is just addtional function like transaction high-speed or good brand or designs.
If people think those changes well again,It's enough to satisfy fundamental function like writing something, searching something and so on.
Will Computer market just continue slight technology innovation in the future,too!?
I think it's for only poor countries which people cannot afford to buy computers.
There may be still much market, but There have the limit.
So My thought is for computer market "Simplification strategy".
Computers already satisfied most of users for its function.
I think Computers marker should make their products simple or easy.
It's for consumer's computer.
Most of people don't know all which computer can do.
Surely, Computers have a great lot of functions.
But it is enough for consumers.
I think Simplification strategy will be important for consumer's computer.
More Convenient → More Simple and Easy.
If Computer maker or OS maker satisfied this hidden demand.
Computer for consumers market will expand more.

Source

R25

http://r25.jp/index.php/m/WB/a/WB001120/scd/link/id/200711261205

Keyword

Computer, market , Hitachi

Summary

Amazon anounced new device to read e-book which is called "Kindle".
Kindle weighs in at 10.3ozs and measures 7.5in x 5.3in x 0.7in.
Besides Kindle is reasonably light and it will hold 200 titles on its internal 256Mb of memory expandable with SD Cards.

My Thought

The e-book hype has never been matched by the reality.
Sony LIBRIe also was one of failure examples.
Amazon's Kindle have original features as compared to other e-book devices.
It's Amazon’s Whispernet network which is No PC, no network, no Wi-Fi.
I think as far e-book feature is over order of customers.
Only reading easily is the best for e-book.
As I introduced before, The mobilephone novels was satisfied with order of customers.
Amazon also developed kindle which is easy-simple device to read e-books.
I hope Kindle will be popular as first device fo e-book.

Source

Gizmode

http://uk.gizmodo.com/

Keyword

e-book , device , Amazon

Summary

Why did downloadable novels become popular in cellphone country Japan?
Now Downloadable novels industry yield 11,000,000,000 yen.
Actually Koizora which is famous its novel is releaseing as hottest movie,now.
In 2006 bestseller ranking best 10,there were 4 mobilephone novels like Koizora , Tsubasa no oreta tennshitati and so on.
The factor which helped recession of publishment industry was mobilephone novels!

My thought

The reason which mobilephone novels became popular is getting new readers of novels.
New readers are young people who don't read books.especially, 20's woman.
It is said that 80% Mobilephone novels readers are woman.
So mobilephone novels contents are usually loveromance or mistery which are easy to read.
this mobilephone novels is only one example of success electronic editions.
In past time, Sony launched hardware which is called LIBRIe to read electronic editions.
But it was finished as failure example.
It's difficult to read long novels or contents through hardware.
Reading books is better for human's eyes.
So mobilephone novels are short story which is easy to read.
It is said reading time of one chapter is time to spend between station to station.
Those factors make mobilephone novels popular among young woman.
I hope that will be popular all over the world.

Source

monocle.uk

http://www.monocle.com/sections/culture/Magazine-Articles/Novel-concept---Japan/

Media Sabor

http://mediasabor.jp/2007/11/post_257.html

Keyword

mobilephone novels , publishment industry

Chon Dong Yeon

Summary

Novermber 15th is korean university entrance exam day every year.
As many people knows, Korean university entrance exam war is the hottest in the world.
According to news, Chon dong yeon who is president candidate announced new pledge about examination of korean university.
His pledge is "The full-scale abolition".
Now is near election of president in korea, People have interest in that pledge.

My Thought

Korean university entrance exam is not ordinary.
It's like a fell for students.
Korean education enthusiasm also is not ordinary.
Korean family spent much money for children education.
I have heard that korean family is spending the most expensive money for education as compared to other countries.
Korean students also are doing their best to live up to family's expectation.
Students study a lot alone until midnight at cram school.
On exam day, Family pray children succeed in front of university gate.
I cannot help thinking that they seem family who is parting children because of wars.
Well, Chon dong yeon president candidate announced a new pledge.
He is trying to abolish examination of korean university.
According to his pledge , it's better that student can enter university through evaluating student's gradesheet in high school.
I think it's quite nice pledge.
But It's difficult to change the unversity entrance examination of korea.
There is already a lot of cram schools which provide education service for entrance exams. They won't be pleased to that pledge.
And I think high school grade is not really certification of students.
If high school grade become the way to university, Korean students will same things for getting good grade in high school.
For example, Some family might give teachers much money for modifing children grade.
If high school grade will be the way to university, there needs 1 good system to evaluate students and 2 good teachers have strong enthusiasm.
In korea, Becoming teacher is really difficult as compared with Japanese system.
His Pledge depends on high schools.
I hope his pledge will be succeed.

Source

Chuou Nippou

http://japanese.joins.com/article/article.php?aid=92574

Keyword

Korea, the university entrance exam , education

Summary

Walt Disney Co. will begin mobile- phone services in Japan in spring next year using Softbank Corp.'s network.
Disney Mobile is going to service disney animations and various contents by popular characters like a Pooh.

My Thought

I don't think Disney Embarkation will be succeed in Japanese market.
Because This service by Disney and Softbank faces too strong rivalries from NTT DoCoMo and KDDI. in mobile phone market, 75 percent of people already own handsets.
I guess Disney Embarkation won't give influence for Mobile phone market share.
I would like to know why Walt Disney embark Japanese market!
How could Disney mobile change market share in future?
I am curious. sadly I guess it won't change at all.

Source

Disney mobile

http://disneymobile.go.com/home/homepage.html

MSN news

http://sankei.jp.msn.com/economy/business/071111/biz0711111544001-n1.htm

Keyword

Disney, Mobile phone , market share

Cosme Decorte

Summary

Japanese cosmetic brand "Kose" is trying to make its brand worldwide brand.
Kose will fling the first class brand "Cosme Decorte" into China market.
At the same time, Kose is going to start advertising Cosme Decorte at Asian countries which Kose already embarked.
Kose is thinking about Embarkation of North America,too.
Next year, Kose is going to fling skin care brand "Sekkisei" into North America.
Could Japanese cosmetic techonology get credits or population all over the world?

My Thought

I hope Kose will be succeed on the world.
As Tony Professor, Japanese companies have a lot of excellent technologies which can obtain success all over the world.
But Somehow, Japanese often lose some opportunities.
I think Japanese cosmetic technology have high possiblities to succeed all over the world.
I guess Japanese people is best user for cosmetic and they take care their beauty so much.
Only my worry about Kose is how to advertise in the world.
There is a lot of competive companies like P&G.
How does Japanese companies get credits from worldwide?
It's problem that all Japanese manager have to think.

Source

Nikkei

http://www.nikkei.co.jp/news/past/honbun.cfm?i=AT2F09059%2010112007&g=S1&d=20071110

Keyword

Kose, Brand, Cosme

Summary

In Germany, Bionade which is a new cooling beverage is popular as same as Fanta and Sprite.
Bionade is organic drink and no additives.
It is called 21 century coca cola in Germany.

My thought

Beverage market seems saturation.
A few strong companies have monopoly power in that market.
There is no Chanllenger and embarkation of new company.
I hope Bionarde will be threats for beverage companies to make beverage market actively.
Coca Cola tried to M&A for bionade by some hundred million euro.
Actually, Bionade population is becoming stronger in germany.
In Germany, Mc donald and IKEA contracted with Bionade company to serve those drinks.
Bionade already decided to embark on Japanese market and US market in near future.
I think Bionade will be popular in Japan,too because japanese have interest in bionade character which is no additives.
So Japanese likes to take care their health although They have longevities as compared with all over the world.

Source

bionade homepage

http://www.bionade.com/bionade.php/20_en

Courrier Japon

http://courrier.hitomedia.jp/contents/2007/11/post_212.html

Flex News

http://www.flexnews.com/pages/10830/Germany/germany_independent_drinks_maker_bionade_rejects_multi_million_euro_bid_coca_cola.html

Keyword

Bionade, Beverage , Germany