Japanese market is a center of fashion products in Asia. Japanese people are considered about the new emerging trends in the market, especially for shoes. It is the nature of Japanese society that people always walk for a long distance in order to travel to work, or in everyday life. Japanese people are looking for the shoes that fulfill their needs. However, there are plenty of competitors available in the Japanese shoes market both from domestic and abroad. In order to be successful in Japanese shoes market penetration, the niche market is needed to be captured.
Pama Co., LTD is a Thai company that already exported shoes to Japanese markets. From the experiences of doing business in Japan, the company realized the niche market of mother and baby matching shoes. The company planned to launch the new brand named Pama in order to penetrate this Japanese niche market. Moreover, Pama brand will target the high-end market, therefore the company needs to implement the intensive marketing plan to build the brand awareness and position itself in the premium market.
This business plan will formulate the appropriate strategy for Pama brand by analyzing the external factors and internal factors. Consequently, the brand can follow this business plan and be successful in Japanese market penetration.