Business Finance
Niche to Market - Kenko Marketing Strategy Food industry Case study

Question Description

Refer to the HBR case Niche to Market - HBR 2018 and complete the following tasks

Task 1. Design an executive summary for the case highlighting all the critical points of the case. half page

Task 2. Describe in details the brand issue facing the company presented in the case give examples from the case to support your identification of the issue. 1 to 2 pages

Task 3. Design a solution to the problem you identified using Keller's Customer Based Brand Equity Model, explain your solution through examples from the case, examples from real-life, and the academic theory discussed in class and in the textbook. 2 to 3 pages

Final Answer

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Market Strategy
Institution Affiliation
Instructor’ Name
Student’s Name
Course Code


Marketing Strategy

Executive Summary
Kenko has been in operation for many years in japan where the company has
tremendously grown and increased its market share in the food industry. With over $1 billion
domestic sales, the company was ready to venture into new markets and strategize on the best
approach to gain market access in the United States. Based on the reports, Americans love
Japanese product hence gaining the market shares for the Kenko products will not be a difficult
task. Globalization plans helps the firm to increase revenue, and build customer confidence and
attract investors. Hence, Kenko planned to meet and satisfy the demand in the market. Due to
demand for changes and competition in the market, the planned US stint had failed to meet the
expected sales with only 2% growth in revenue annually. The company management had to
adjust and implement new strategies that would help the company to grow it operations.
Therefore, the business targeted new stores by implementing modern skills to meet the market
changes in the US. However, the key to succeed in the United States was to shift and change the
market stores where the company relied on Japanese stores. Consequently, the idea to venture
Kenko Cr...

DoctorArsmtrong (13947)
New York University

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