Abstract
Some Japanese food manufacturing enterprises choose to establish a production base in China in order to expand manufacturing and sales in China. This paper considers the problems surrounding the market development and cultivation of customers through training and product development in the case study of a Japanese seasoning production company. The case company produces sauces and vinegars in the Shandong province, while specialization in industrial products production has allowed the company to secure a large number of customers. In addition, the company established a training center as part of a collaboration effort and develops products with customers so as to meet the specific demands of the Chinese market. However, in the case company, problems have arisen with regard to slow production expansion and the difficulty of acquiring new customers.
