This paper is a detailed international marketing plan for ABC Learning, the Australian child care operator.
The purpose of this international marketing plan is to analyse the viability of opening an ABC child care centre in Japan. Japan has a demand for child care centres and low barriers to entry. A detailed analysis was prepared for the child care industry in Japan as well as for the home market Australia in order for comparisons to be made.
This paper provides a situation analysis about the Japanese environment and a SWOT analysis followed by various models and research. This report will recommend marketing strategies and an estimated planned budget for ABC Learning in order to achieve marketing objectives. Finally, implementation and control will be provided in form of an action plan.
After comprehensive analysis, the recommendation is for ABC learning not to enter the Japanese market at this stage. Reasons for this decision will be discussed throughout the report as well as in the conclusion.
The scope of study was limited to the operations and activities of ABC learning in Australia, based on publicly available information.
Table of Contents
Executive summary
Table of Figures and Tables
2.0 Company Analysis
2.1 About ABC Learning
2.2 Product Range
2.3 Market Position
2.4 Porters Diamond model on child care industry Australia
3.0 Market Analysis of Japan
3.1 Environmental Climate
3.2.1 Nature of Demand
3.2.2 Cost Structure of the Industry
3.3 Regulatory Environment
3.4 Competitor Analysis
3.5 Situation Analysis
3.7 Porters Diamond Model on Child Care Industry Japan
4.0 SWOT Analysis
5.0 OBJECTIVES
5.1 Market Objectives
5.2 The Recommended Marketing Strategy
5.2.1 Market Entry Evaluation
Evaluation of Entry Mode
5.2.2 Recommended Strategy
6.0 Marketing Mix Strategies and Tactics
7.0 Planning Budget
7.1 Planning Assumptions
8.0 Implementation and Control
9.0 Recommendation
Project Goals and Themes
The primary purpose of this international marketing plan is to evaluate the viability of expanding ABC Learning, an Australian child care operator, into the Japanese market by conducting a comprehensive situational and market analysis.
- Analysis of the child care industry environment in Japan
- Strategic evaluation of market entry modes
- Competitive benchmarking and Porter’s Five Forces analysis
- Financial planning, budgeting, and break-even assessment
Excerpt from the Book
3.2.1 Nature of Demand
According to the “Labour Force Survey” released by the Statistics Bureau of the Ministry of Internal Affairs and Communications, the number of female employees more than doubled from 9.13 million in 1994 to 22.03 million in 2004.This increase in female employees has been due to a change to the Equal Employment Opportunity Law in 1997 as well as social and economic changes in Japan. More women are working in Japan today, however they are faced with the problem of finding adequate support for childcare whilst they work. Even though there is a declining birth-rate, the increase in the number of female employees and deregulation in the market has created demand for affordable, accessible and quality childcare facilities in Japan.
Summary of Chapters
Executive summary: Provides an overview of the report's purpose, which is to analyze the viability of opening ABC child care centers in Japan, and concludes with a recommendation against entry at this stage.
2.0 Company Analysis: Details the background, product range, and market position of ABC Learning, including an analysis of the Australian child care industry using Porter’s Diamond model.
3.0 Market Analysis of Japan: Examines environmental factors such as economic conditions, demographics, culture, government regulations, and market demand to assess the attractiveness of the Japanese market.
4.0 SWOT Analysis: Identifies the strengths, weaknesses, opportunities, and threats for ABC Learning regarding a potential expansion into Japan.
5.0 OBJECTIVES: Defines the market and financial objectives for the project and evaluates various market entry models including joint ventures, franchising, and direct investment.
6.0 Marketing Mix Strategies and Tactics: Outlines the implementation plan for the service, including branding, pricing, site selection in Tokyo, and promotional strategies.
7.0 Planning Budget: Presents the financial planning assumptions, a comparative income statement, and a break-even analysis to forecast project profitability.
8.0 Implementation and Control: Provides a formal project plan, including tasks, responsibilities, timelines, and contingency plans for the proposed market entry.
9.0 Recommendation: Concludes that, despite high demand, ABC Learning should not enter the Japanese market at this time due to high competition and the strategic advantages held by local firms.
Keywords
International Marketing, ABC Learning, Japan, Child Care Industry, Market Entry, Porter's Diamond Model, SWOT Analysis, Break-Even Analysis, Market Demand, Regulatory Environment, Competitive Analysis, Marketing Strategy, Tokyo, Educational Services, Workforce Participation
Frequently Asked Questions
What is the fundamental purpose of this paper?
The paper serves as an international marketing plan to assess the feasibility of expanding the Australian child care provider, ABC Learning, into the Japanese market.
What are the central thematic areas covered in this report?
The report focuses on situational analysis, market environment assessment in Japan, strategic marketing, financial forecasting, and operational implementation planning.
What is the primary conclusion regarding the research question?
The authors recommend that ABC Learning should not enter the Japanese market at this time, citing intense local competition and significant operational challenges.
Which scientific models are utilized for analysis?
The report primarily utilizes Porter’s Diamond model for competitive advantage and Porter’s Five Forces model to assess industry attractiveness.
What topics are addressed in the main body of the document?
The main body covers company background, Japanese market conditions, SWOT analysis, entry mode evaluation, marketing mix strategies, and financial projections including break-even and sensitivity analysis.
Which keywords best characterize the research?
Key terms include International Marketing, ABC Learning, Market Entry, Child Care Industry, and SWOT Analysis.
How does the birth rate in Japan influence the business strategy?
The report identifies the shrinking population and low birth rate as significant factors, which necessitate a focus on high-quality, specialized services to capture market share among working mothers.
What role does the "Labour Force Survey" play in the findings?
The survey data highlights the significant increase in female employment in Japan, which serves as a primary driver for the demand for professional child care facilities.
- Quote paper
- Nina Rakowski (Author), Brenda Fachi (Author), Gao Pengliang (Author), Jun Suh (Author), Pooja Madaan (Author), 2008, ABC Learning in the Japanese Market, Munich, GRIN Verlag, https://www.grin.com/document/135655
