Japan's Economic Efforts After the Earthquake and Tsunami of 2011

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Marketing Japan:
Towards a Better Future
In the month of March 2011, Japan was struck hard by a natural disaster. This earthquake was known as the “Great East Japan Earthquake” which caused a tsunami (Euromonitor, 2013). Tourism in Japan was at a standstill for about year until 2012. During the year of 2011, Japanese people did not travel and “people refrained from leisure activities” (Euromonitor, 2013). About a year after the earthquake, tourism grew and there was “an increased desire to travel” (Euromonitor, 2013). The population of Japan is 128 million people, with a major city (Tokyo) which is home to 35 million people (Berger, 2010). According to Berger, Japan is “third in the world for money spent on research and development” (Berger, 2010). Along with research and development there are changes in consumer decisions. Japan’s consumer behavior changed after the tsunami. Japanese people sought to spend time with family and friends and a “desire to travel” per say (Euromonitor, 2013). This change in mindset supported tourism in Japan with an increase in inbound and outbound tourism (Euromonitor, 2013).
Advantages and Disadvantages of Japan
How does Japan differ from China or other Asian countries? One advantage of Japan is the ownership of airlines with low prices (Euromonitor, 2013). There are other countries with budget airlines. What makes Japan different? They are a competitive in the market focusing on their strengths. Their strengths include “competitive prices, safety and higher quality…service” (Euromonitor, 2013). This can relate to the topic of SWOT Analysis, focusing on ones strengths in the internal operating environment (Pike, 2008). This can also be referred to as “service differentiation (Pike, 2008). Th...

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...Pike, 2008). Identifying opportunities’ and threats is key to the success of the organization (opinion). The last step is to focus on future consumer wants and needs and to look towards “emerging megatrends” (qtd. in Pike, 2008).

References
Berger, A. (2010) Tourism in Japan: An Ethno-Semiotic Analysis. Retrieved from http://books.google.com
Coldren, C. (2006) Four Factors That Distinguish Services Marketing. marketingprofs.com. Retrieved February 26, 2014 from http://www.marketingprofs.com
Euromonitor. (2013). Travel and Tourism in Japan, September 16. Retrieved February 25, 2014, from Euromonitor Passport Database.
JNTO, (2010). New Tourism slogan for Japan. Retrieved February 26, 2014 from http://jnto.org.au/new-tourism-slogan-for-japan/
Pike, S. (2008). Destination Marketing: An Integrated Marketing Communication Approach. Great Britain: Routledge

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