Abstract
This study focuses on a Japanese beef import company in Hong Kong and examines its strategies for expanding the sales of Japanese beef in wholesale and retail section. Japanese beef supplied by this company is classified to three ranks by the proportion of marbling: high-middle-low. Results of the survey conducted with this company manager and analysis of sales data shows that the sales quantity of high and middle rank beef accounts for large percentage in total sales quantity, especially middle rank in retail section. However, the consumers in Hong Kong are getting to prefer the beef imported from Australia to middle rank Japanese beef in recent years; the reason being the balance between price and marbling. As a measure against the competitiveness with Australian beef, this company tries to expand the sales channels of the wholesale section in response to the increase of Japanese restaurant and differentiate Japanese beef from Australian beef through the retail section. It can therefore be concluded that it is necessary to transmit the detail information to a consumer for expanding the export of Japanese beef to Hong Kong market.
