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Questions: Answer the 3 prompts based on Harvard Case: "Kikkoman Corporation: Consumer Focused Innovation"
Prompt 1
When Kikkoman entered the United States, there was hardly any consumption of soy sauce here. How can a firm assess the suitability of a foreign country market in which there is no or negligible consumption of the product that the firm seeks to market?
Prompt 2
Provide three lessons/generalizations from Kikkoman's successful development of the soy sauce market in the United States. These lessons/generalizations should be insightful to other firms that seek to enter foreign markets where there is limited consumption of their products.
Prompt 3
Assume it is the year 1945; Kikkoman has not entered the USA. You have been briefed about the Kikkoman company and the soy sauce market in China and the United States (as described in the case) and asked to recommend one of these two countries for market entry for Kikkoman. Which one would you recommend? Why? Has hindsight influenced your response?
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