GRAHA STUFF

Style Japanese market is already experiencing the process of change, along with the concept of kaizen, they always make improvements. First they focused on me-too product. Now they not only excellence in technology, but also value to the consumer. Not surprisingly, their products have high Resale value.

The focus of Japanese firms in the decade from 1955 until 1965 is a product development driven by technological developments. The main attention of Japanese companies at that time focused on the expansion of R & D (research and development) to catch up with Western technology, which at that time led the five to eight years ahead. Many Japanese companies at that time was sending an investigative team to the American and European markets and make me-too product duplication. They do this to meet market demand in Indonesia, and also stealing market share of Western countries. If the market leadership position has been achieved, the Japanese company may have a competitive advantage in the market for several years to come.

During that period, the field of product development of Japanese firms simply follow the steps that made the Western countries. In fact, the Japanese company was not doing studies and research into the development of special products to market in Indonesia. At the beginning of this era, theory and actual marketing techniques were introduced and socialized to Japanese companies. They begin to learn and adopt techniques and methods of marketing research, sales promotion, and product planning. However, the marketing division at that time still emphasis on selling activities (selling oriented). Anyway, marketers must be able to sell products that have been developed by the research in laboratories and production at the plant.

In further developments, Japanese companies began to introduce and implement new methods in conducting market research. They started doing the planning and product development, and sales promotion activities with care. Many Japanese companies to modernize and improve internal (continuous process improvement), but unfortunately the time aspect has not been touched in an optimal distribution.

Decade 1965 to 1975 was the era of "marketing gimmick." This marketing era occurred during the high economic growth, which occurs fever purchase (buying fever). In Indonesia, the Japanese production began to throng the market. In addition, there has been rapid growth in modern retail outlets, both independent and chain stores. Consumer spending is driven by advertising and sales promotion activities, and visual merchandising. Items can be promoted very popular with the vigorous activity of commercial TV.

In terms of competition, in this period of Japanese firms strive to be a cost leader. They focused to reduce costs without reducing customer required specifications.

Through this era, more and more Japanese companies to improve their marketing style. Japanese companies are now implementing a total marketing system. Products produced by Japanese companies that succeed in the marketplace of ideas is no longer determined by the engineers or by doing me-too products, or advertising an attractive strategy. But, more determined by the appearance of products, superior product value (functional value and emotional value) that is owned, as well as the social mission (social mission) that run the company.

Products, Japanese companies are created at this time gained by continuing to explore the knowledge of consumers through consumer insight. They now have a compulsion to create products that truly benefit the community. In addition, these products must be created with the full support of creative and technological competencies of the company. Not only that, the product must also have created a competitive cost structure, through consumer testing at every phase of product development, and thus has a uniqueness that must be communicated at each stage of distribution channels.

Toyota Kijang is an example. Continuous innovation is a key driver of the Toyota Kijang is a market leader in Indonesia's automotive market. Innovation is certainly supported by design and technology. In addition, the deer are always consistent promotional activities to position itself as a family car. Another advantage is the factor of distribution and service excellence. Not less important is the Toyota Kijang has a good resale value (Resale value) high. As we know, many other Japanese automotive companies are successful, such as Honda, Yamaha, Suzuki, Daihatsu, which has similarities with the Toyota. Understandably, they run a similar style of marketing.