Abstract
This paper focuses on Meat Importing Company A's Hong Kong food service marketing strategies. Company A was founded in Hong Kong in 2007 to import high quality Japanese beef. Company A then started to manage shabu-shabu and yakiniku restaurants for the purpose of expansion of the consumption of Japanese beef, including consumption in non-luxury settings. However, Company A is increasing their number of shabu-shabu restaurants for three additional reasons: a shortage of craft butchers, the economic slowdown in Hong Kong, and factors of Hong Kong dining preferences. However, these conditions also mean that the utilization rate of Australian wagyu beef has also expanded, meaning that Company A's actual situation is based on the difficulty of selling of Japanese beef in the Hong Kong market.
