2021 Volume 24 Pages 39-46
Japanese retailers began full-scale operations in the Thai market back in the mid-1960s; many Japanese retailers made inroads by the 1990s. However, retailers who entered the market during the twentieth century had to pull out. At present, many Japanese retailers continue to engage in business-related activities. Only a few companies, such as Seven-Eleven and Uniqlo, have been well-accepted in the Bangkok market. The biggest problem is that the local market has already matured; marketing strategies that worked in Japan cannot be effectively implemented in Bangkok to draw upon their features, and the Japanese stores are not earning enough to remain viable. Thus, by using a predetermined framework, we examined ways through which the Japanese retailers can capitalize on their strengths to be accepted in the local market.
