Each student is required to compose a 2000- 2500 word individual course work assignment detailing their proposals to launch a given product in the Japanese market. Assignment: You have been appointed as a marketing consultant to a small British food manufacturer specialising in high quality marmalades. This company has been successful in selling its products in mainland Europe and the USA. It now wishes to sell its marmalade in Japan. With your knowledge of Japanese culture, attitudes and business structures you should produce a report which indicates the following -Some of the problems faced by any new entrant to the Japanese market. -Any market segment that might be particularly attracted to this product – and the reasons why this segment should be targeted. -The way the product could be positioned in the market i.e. competitive price, high quality, sophisticated image, etc. -The various options for distributing the product i.e. direct to retailers, via wholesalers, direct to consumer, etc and some advantages and disadvantages of each. -How and where the product could be advertised and which do you think is the most suitable option. -A possible advertising message / idea to promote the marmalade. -Explain how the company could go about obtaining an estimate of the potential market size. -Suggest and explain some options for a longer term strategy for the company in Japan i.e. local manufacture, joint venture, etc. Objectives for assessment -To demonstrate an awareness of the opportunities and limitations which exist in Japan in relation to the product / company chosen. -To demonstrate a knowledge of the range of sources for assistance and guidance available both in Japan and in Britain. -To display the range of reading material used. -To show vision, insight and realistic judgment on the intended task.