2022 Volume 29 Issue 3 Pages 90-94
This paper reports on issues directly faced by the supply chain because of changes in consumer behavior under the COVID-19 pandemic, as well as on the ways that food companies have responded to such changes. Morinaga & Co., Ltd., which has been aggressively expanding overseas, has been used as the case study. Consumers are forced to adapt their consumption patterns to changes brought about by the pandemic and alter their purchasing behavior accordingly. Meanwhile, food companies must devise marketing strategies in response. In addition, food companies pursuing overseas expansion must respond flexibly to any significant changes in the supply chain.
