STRATEGIC MARKET PLANNING: THE JAPANESE APPROACH

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Abstract
The decisive Japanese victories in competitive confrontations with U.S. and European companies in a broad range of basic industries and in certain high technology industries like integrated circuits, has attracted the attention of the world. In exploring Japanese business practices, much attention has been focused on government/business cooperation, research and development, rates of savings, quality circles, productivity, and financial strategies. To date, little attention has been given to the role of marketing in the Japanese success. One of the most significant developments in marketing during the past decade has been the growing importance of Strategic Market Planning. This article focuses on the Japanese approach to Strategic Market Planning and its role in the competitive performance of Japanese companies. Part one outlines the basic principles of Strategic Market Planning. Part two describes Japanese strategic market planning practices. Part three is an evaluation of the implications of Japanese practice for Western marketers, and especially for U.S. companies.

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