Japanese Food Service Industry: Its Business in Asia TSURUOKA Tomoyuki The domestic market for the food service industry in Japan has been stagnated since 1997. It seems difficult to boast sales and profits due to the decrease of the national population in Japan combined with fastpaced aging population and dwindling birthrate. On the contrary, Asian market for the industry has dramatically expanded year by year and it will continue to expand for the foreseeable future. Pursuing Asian market is one of the most effective strategic movements for the industry to survive in the highly competitive marketplace. Japanese food service industry has made its special efforts to expedite their business in the Southeast Asia rather than in China that has several issues such as food safety, increasing rental and labor costs, and anti-japanese feelings. In this article, I discuss the growing Asian market for Japanese food service industry by illustrating marketing seven Ps product, price, place, promotion, people, physical evidence and process in this field based on relevant literatures and interviews with several food service companies which are dedicated to the expansion of their outlets in Asia. This article should help readers understand the big picture in this field and incorporate the topics in their own research and business. 1. 1997 29 7 20 1 161
2 2015 1 35 30 25 20 15 10 5 0 2 2014 ASEAN 15 ASEAN 162
AEC 10 6 GDP 2 3 ASEAN 2035 7 1 30 ASEAN 2. 2013 2004 1997 3. STP 2013 People 163
2 2015 Physical Evidence Process BGM 4P 3P 7P 4. KFC 2 20 1 1990 2 2004 2007 3 2006 4 164
4. 1. CoCo 4. 2. 2 1 6 JETRO 3 700 165
2 2015 KFC 3 4 4. 3. 3 2 235 4 8 4. 4. 1989 1994 1995 2007 5 200 GS CoCo 1 166
4. 5. KFC YUM! Restaurants Asia 6 4. 6. NIKKEI BUSINESS 7 8 CoCo 4. 7. 2009 100 FC 10 24 Nam An 167
2 2015 KFC 2014 7 2014 1 1 HD 4. 8. 1 2 5 23 1996 60 200 8 4. 9. 4 2 5 GDP 6 2020 2 168
2015 3 1 3 200 FC 9 4. 10. 6 KFC 2013 p. 72 2015 10 4. 11. ASEAN JETRO 80 11 169
2 2015 2: HD 6 636 HD 70 1 10 4 85 23 14 235 10 16 6 2 306 1 20 1 22 567 20 21 7 1 616 1 1 4 2 3 2 1 2 1 15 6 105 111 8 6 3 3 1 1 22 4 2 2 6 16 5 1 4 1 41 1 1 2 4 15 14 29 1 1 2 1 1 6 1 5 1 7 18 1 3 2 2 1 9 20 5 7 10 9 1 52 2639 94 6 6 4 4 1 5 8 14 HD 1 3 21 3 49 8 85 3 1 4 4 1 5 142 10 4 6 162 HD 15 15 WDI 2 10 2 2 16 5 1 1 4 11 34 18 1 1 22 37 18 33 4 5 1 174 CoCo 42 7 25 21 4 22 1 122 2 22 77 3 7 111 3 3 2 3 2 13 MA MAISON 1 3 2 6 5 1 3 9 1 1 1 2 1 1 7 1 4 5 100 NIJYU-MARU 11 7 1 6 2 2 3 32 6 4 2 4 2 18 HP 2014 9 170
40 5. 4P 3P 7P 5. 1. Product 549 3 2014 3: 209 19 45 10 41 10 74 4 46 3 32 1 25 1 22 2014 2015 171
2 2015 2014, p. 55 13 10 7 5. 2. Price CoCo 172
5. 3. Place 12 101 7 2013 2013 p. 11 5. 4. Promotion IT 173
2 2015 46 SNS IT E 13 5. 5. People 5. 6. Physical Evidence BGM 14 5. 7. Process 174
6. 3 6. 1. 2 15 2008 6. 2. 2014, p. 55 175
2 2015 4 CoCo FUJI 16 3 4 176
6. 3. 1 1 4 17 90 42 2015 18 13 2 5 177
2 2015 5 22 5 1 87,533 86,173 63.4 60.8 17,640 20,202 12.8 14.2 4,571 5,297 3.3 3.7 4,033 3,597 2.9 2.5 2,417 2,465 1.8 1.7 2,396 2,429 1.7 1.7 2,162 2,190 1.6 1.5 2,016 1,829 1.5 1.3 1,456 2,348 1.1 1.7 1,322 1,540 1.0 1.1 1,170 1,282 0.8 0.9 1,118 1,093 0.8 0.8 737 777 0.5 0.5 573 546 0.4 0.4 530 705 0.4 0.5 498 524 0.4 0.4 23 KUURAKU GROUP 19 7. 178
2014 77 7 8200 FC 20 CoCo 8. 1 2035 7 3 2014 2 2014 2 1 5 31 3 2011 4 2 2013.09.22 6 5 2012 6 2010 2010 10 7 BP 2013NIKKEI BUSINESS 2013.7.15. pp. 30 33 38 41 8 2014 179
2 2015 8 18 MJ 9 2014 7 19 10 2014 9 1 MJ 11 20148 29 2014 537c328a18e70 2014 5 23 12 2013 80 12 18 13 14 2013 p. 21 15 2014 7 23 16 2014 7 19 17 2014 3 30 18 2014 42 7 28 19 2014 9 6 20 2014 8 10 MJ 2004 p1 p8 pp32 39 pp62 67 pp82 117 pp118 133 2014 5 30 6 1 64 2014 2013 Vol. 15 No. 2 3 23 62 1 41 59 2014 AEC ASEAN A.T. 180
Web 2014/08/15 08/20 2014 2004 3 154 180 2002 21 90 97 2013 2013 2008 2 1 75 82 2013 2014 2015 256 271 2011 2011 3 World Watch 91 2 4267 70 72 181