the global expansion of japanese food-service firms the
TRANSCRIPT
1
The global expansion of Japanese
food-service firms
The necessity of stage-based view
Fumiya Sato
Tsubasa Kiyama
Ayaka Kusakari
Masako Nakaya
2
3
In Korea
We found Many Japanese food-service firms
Many Japanese food-service
firms expand all over the world
4
2 Reasons
5
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
(on
e h
un
dre
d m
illio
n)
1
Source: Institute of food safely 61997 20141980
Transition of the scale of food-service market in Japan
2009
7
340 trillion yen 680 trillion yen
2020
DOUBLE
Source: AT Kearny
2Transition of the scale of food-service market in the world
Therefore…
8
Many Japanese food-service
firms expand all over the world
The number of Research paper
about food-service is increasing
9
Localization
Mainstream
10
Saizeriya
KFC
Example
11
McDonald’s in Initial stage
Standardization
12
McDonald’s
expanding process
Step1 Step2
Establishing
Standardization
Mixing
Localization
13
We advocate…
Stage-Based-View
14
We thought…
Standardization is more important
than Localization in initial stage
15
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
16
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
17
18
Quality
Menu
Service
Factors
Standardization and Localization
Service
Food
Quality
To provide same quality or not
Standardization
Localization
19
Menu
To provide same menus or
To add more menus
Standardization
Localization
20
Food-Service Firms21
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
22
Focus on
23
The Key of Success
24
The Key of Success
Rational operating system
Standardization25
QSC&VQuality Service
Cleanliness Value
26
CrewDevelopmentProgram
27
McDonald’s
expanding process
Step1 Step2
Establishing
Standardization
Mixing
Localization
28
Step2
Mixing
Localization
29
Japanese
Food-Service Firms
30
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
31
First interview
・Contacted 20 firms,
interviewed 7 firms
・Telephone or Face-to-Face 32
33
・Taste
・Food Ingredient
・Service
・Human ResourceEducation
・Menu
Interview Item
34
Localization
Interview Result
Menu
35
Interview Result
ServiceFood
Quality
Try to provide same quality
Standardization36
Example
37
38
Japanese education level
Actual Practice
39
Actual Practice
Same Quality Ingredients
They’re Still Struggling
However,
40
Japanese Firms
expanding process
Step2
Mixing
Localization
Step1
Establishing
Standardization
41
The necessity of other solutions
42
43
Zensho
Export TARE
44
Food Sanitation Inspection Facility
Zensho
45
Zensho
Same Manual
46
Toridoll
Noodle making machine
47
Toridoll
Same Manual
48
2 Firms
expanding process
Step2
Mixing
Localization
Step1
Establishing
Standardization
49
Still here
Conclusion
50
McDonald’s
expanding process
Step1 Step2
Establishing
Standardization
Mixing
Localization
51
Stage-based-view
Japanese Firms
expanding process
Step2
Mixing
Localization
Step1
Establishing
Standardization
52
Japanese Firms
expanding process
Step2
Mixing
Localization
Step1
Establishing
Standardization
53
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。
54
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。
55
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。
56
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)
57
58